Monetization on IGTV appears to be one step closer, as Instagram is now testing ways for creators to earn money on their content for the long-form video destination.
After IGTV monetization tools were spotted in testing in February, Instagram has recently confirmed that it’s reaching out to a group of selected creators in order to invite them to participate in the initial testing of in-stream ads on their IGTV videos.
As reported by Bloomberg:
“Instagram started reaching out to its top video creators…., asking them to partner on ad tests. Those in the program will receive a 55% share of all advertising in IGTV, the same rate as YouTube, according to people familiar with the matter. The company will start testing the ads….”
The initial test of IGTV’s monetization tools was spotted a while ago by app researcher Jane Manchun Wong who posted these images of the process on Twitter.
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 critical lure for top creators – especially given that they’re already able to generate revenue from their content on YouTube. 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.