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IGTV Monetization Is Coming, Which Could Make It a Much More Significant Consideration



IGTV hasn’t seemingly gained a heap of traction as an entertainment option as yet, but Instagram has repeatedly noted that it has options, that it can still make IGTV a more significant consideration for viewers and creators.

Could this be how it becomes a much bigger deal?

IGTV monetization

As you can see in these screenshots, posted by reverse engineering expert Jane Manchun Wong, Instagram appears to be close to rolling out a new monetization program for IGTV creators.

As noted in the description:

“You can earn money by running short ads on your IGTV videos. When you monetize on IGTV, you agree to follow the Partner Program Monetization Policies.”

The capacity to generate real, direct income from IGTV could be a big lure for top creators, who can already generate revenue from YouTube and Facebook. The lack of monetization tools for IGTV has been seen as a significant factor in it not becoming a bigger hit, but if it were able to provide a new income stream for influencers, that could bring them and their large audiences across to Instagram’s video platform.

Of course, the truth lies in the detail. As you can see in the screenshots, there will be eligibility thresholds of some kind for IGTV monetization, but what those thresholds are we don’t know as yet. One Twitter user has suggested that they could be similar to the requirements to add ‘Swipe up’ links to Instagram Stories – 10,000 followers and/or a verified account.

That would make sense, enabling Instagram to set some marker in order to maintain content quality – while the other, maybe even bigger consideration, is how IGTV will split the revenue from its ads.

You would expect Instagram to go with the same 55/45 split that’s in effect for both YouTube and Facebook – but then again, what if Instagram didn’t do that? What if they went with, say, 60% to the creator and 40% to the platform? That would be interesting. Those few percentage points seem minor, and they probably wouldn’t make any significant difference for Insta – which, it was recently reported, brought in about $20 billion in advertising revenue in 2019.


But they could make a big difference to creators. If Instagram, and parent company Facebook, really want to make IGTV a bigger consideration, a more creator balanced revenue split could be a big thing.

And if it does, indeed, become a bigger thing, that would also make it another consideration for Instagram advertisers, with the potential to reach large audiences via IGTV content.

At present we have no insight, we only have a couple of screenshots, but given the history of Wong’s discoveries, we’ll likely learn more about it in about six weeks. So that puts it at about mid-March – expect to see something more on IGTV’s next big shift then. 

UPDATE: Instagram has confirmed that IGTV monetization is in testing, while Instagram chief Adam Mosseri has added that IGTV is “growing” which is why they’re now looking to the next phase.



Instagram Tests Out New Ad Options, Including Explore Placement and Interactive AR Displays



Instagram Tests Out New Ad Options, Including Explore Placement and Interactive AR Displays

As we head into the holiday shopping push, Instagram has announced that it’s testing out some new ad options, in the hopes of maximizing its revenue intake, while also providing new opportunities for brands.

Though I can’t imagine that these will be entirely popular additions with users.

First off, Instagram’s adding new ads into Explore, with the first page of Explore now set to feature a new ad unit in the content feed.

As you can see in this example, that’s a pretty big ad. Instagram hasn’t clarified if all of these new Explore ads will be featured as prominently as this, but the option will provide another means to reach IG users ‘in the earliest stages of discovering new content they care about’.

It could be a good consideration, with a chance to get your products featured in the main discovery feed in the app.

Instagram’s also testing ads in profile feed – ‘which is the feed experience that people can scroll through after visiting another account’s profile and tapping on a post’.

So now, if you check out someone’s profile, and tap on a post, you’ll also be eligible to be served ads in that dedicated stream of their content, essentially inserting ads into another surface in the app.


Instagram’s also looking into whether this option could also be used as a monetization opportunity for creators, as that activity will be tied back to an individual profile and content.

Instagram’s also testing what it’s calling ‘Multi-Advertiser Ads’, which will display more promotions from similar businesses to users after they’ve engaged with an ad.

Instagram ad updates

As per Instagram:

“When a person expresses commercial intent by engaging with an ad, we deliver more ads from other businesses that may be of interest, powered by machine learning.”

So Instagram’s looking to push even more related businesses at you, stacking ads upon ads. I don’t know how effective that will be, but in theory, it could get your brand in front of interested users based on previous ad engagement.

Finally, Instagram’s also launched an open beta of its AR Ads, which will be available in both feed and Stories in the app.

Instagram ads update

As you can see here, Instagram’s AR ads, built in its Spark AR platform, will invite users to interact with their ad content, which could also include positioning virtual furniture in their home, or test driving a car in the app.

Which Meta also says will help brands align with future engagement shifts:

“By giving businesses tools to create more personalized and immersive experiences today we’ll help them drive performance and prepare for the metaverse.”

I mean, AR and the metaverse, which is largely VR-based (going on the examples we’ve seen thus far) are not the same thing, but the creation of 3D objects will play a part in that next stage, and could help to advance your thinking on ad approaches.


These are some interesting ad considerations, but they’ll also see a lot more promotions being squeezed into your Instagram feeds, which, as noted, likely won’t be welcomed by users.

But with parent company Meta under rising pressure, Instagram has to do its part. And while leaning into further Reels, and forcing in more ads, may not be a great play, long-term, the usage and engagement data will ultimately tell the tale.

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