IGTV ad revenue

Good news for content creators on IGTV! Instagram may finally let IGTV video makers earn money 18 months after launching the longer-form content hub. According to the Instagram team, they have 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.

IGTV could monetize videos

How it has been up to now

Up until now, Instagram only worked with a limited set of celebrities and large influencers who basically took control over the standalone video platform. Indeed, IGTV was created in order to help people increase their engagement and gain more followers. But not to offer a way in which creators could earn a profit.

That left less famous and independent creators forced 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 the ad revenue program.

A lack of monetization may have been one of the reasons for the absence of great and well-known content on IGTV. Many of the videos on the popular page are low-grade rips of TikTok, YouTube content or TV. 

There are also some clickbait teasers not worth the watch. In short, the bad content uploaded to IGTV has led to mediocre view counts. As a matter of fact, only 7million of Instagram’s billion-plus users downloaded the standalone IGTV app.

IGTV lack of content

How would monetization work?

Users who are deemed “Eligible” according to Instagram’s criteria could choose to “Monetize Your IGTV Videos.” However, there is no information about these criteria and who could be the users that would get chosen and have the benefit of earning some kind of profit from their content on Instagram.

What we do know is that it will be possible to “earn money by running short ads on your IGTV videos. Much like Youtube, IGTV will work by placing ads on the videos. And sharing a cut of the profit with the creators.

Currently, there are two social media platforms that allow people to monetize their videos. Facebook, and Youtube. Actually, Facebook is attempting to compete with the largest video hosting platform in the world. So, adding IGTV to the list could make the competition more interesting. 

Finally, when you monetize on IGTV, you agree to follow the Partner Program Monetization Policies.”

IGTV monetization


We sure can assume that the conditions for this will probably be similar to the ones on Facebook. Follow all its normal community Standards about decency; share authentic content without misinformation, false news, clickbait, or sensationalism; share original content they made themselves; and avoid restricted content categories including debated social issues, tragedy or conflict.

Of course, you can add objectionable activity, sexual or suggestive activity, strong language, explicit content, misleading medical information, and politics and government.

IGTV monetizations condition

Wrapping Up

In conclusion, creator monetization has been a slow-going evolution on many of the major social networks. While YouTube was early to space with ads. Twitter, Facebook, and Snapchat are now testing an array of ways for influencers to earn money.

Those include ad splits, subscriptions to exclusive content, tipping, connections to brands for sponsorship, merchandise sales and more. It is yet to be seen how it will be applied on IGTV-Instagram.


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