Instagram IGTV creators monetize with ads

Instagram IGTV creators monetize with ads



Instagram may finally let IGTV video makers earn money 18 months after launching the longer-form content hub. Instagram confirms to TechCrunch that it has internally prototyped an Instagram Partner Program that would let creators earn money by showing advertisements along with their videos. By giving creators a sustainable and hands-off way to generate earnings from IGTV, they might be inspired to bring more high-quality content to the destination.

The program could potentially work similarly to Facebook Watch, where video producers earn a 55 percent cut of revenue from “Ad Breaks” inserted into the middle of their content. There’s no word on what the revenue split would be for IGTV, but since Facebook tends to run all its ads across all its apps via the same buying interfaces, it might stick with the 55 percent approach that lets its say creators get the majority of cash earned.


Previously, Instagram only worked with a limited set of celebrities, paying “to offset small production costs” for IGTV content Bloomberg reported, but not offering a way to earn a profit. That left creators to look to sponsored content or product placement to generate cash, or to try to push their followers to platforms like YouTube where they could earn a reliable cut of ads.

A lack of monetization may have contributed to the absence of great content on IGTV. Many of the videos on the Popular page are low-grade rips of YouTube content or TV, or are clickbait teasers. That has led to mediocre view counts — only 7 million of Instagram’s billion-plus users downloading the standalone IGTV app — and Instagram dropping the homescreen button for opening IGTV.

That’s all disappointing considering TIkTok is blowing up on the back of more purposeful, storyboarded mobile video entertainment. Instagram has been looking at other ways to boost the quality of content users see, including today’s launch of unfollow suggestions.



But today, reverse engineering master and perennial TechCrunch tipster Jane Manchun Wong tipped us off to the IGTV monetization prototype she dug out of the code of Instagram’s Android app. She tells TechCrunch she first saw signs of the program a week and ago and was then able to generate screenshots of the unreleased feature. It shows an “Instagram Partner Program” with “Monetization Tools.” This seems to be different from the old “Partner Program” for business tool developers.

Users who are deemed “Eligible” according to criteria we don’t have info about could choose to “Monetize Your IGTV Videos.” The screen explains that, “You can earn money by runing short ads on your IGTV videos. When you monetize on IGTV, you agree to follow the Partner Program Monetization Policies.”


It’s not clear IGTV’s monetization policies would be different, but on Facebook they require that users:

  • Follow all its normal Community Standards about decency.

  • Share authentic content without misinformation, false news, clickbait, or sensationalism.

  • Share original content they made themselves.

  • Avoid restricted content categories including debated social issues, tragedy or conflict, objectionable activity, sexual or suggestive activity, strong language, explicit content, misleading medical information, and politics and government.


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