This morning Instagram announced the introduction of advertising in IGTV in Australia.
Instagram says that creators are the heart of culture on the app, and since the earliest days they’ve inspired people around the world with their talents and shared their lives with their fans. By introducing ads to IGTV, Instagram says that creators can use the platform to grow their personal brand and be able to make a living.
Last year Instagram started testing ads in IGTV with a revenue share model for some US-based creators, and have since slowly expanded the test as they have worked to improved the experience. Over the coming weeks the platform will be expanding this to select creators in Australia. IGTV ads will initially appear when people click to watch IGTV videos from previews in their feed. The video ads will be built for mobile and up to 15 seconds long.
IGTV ads are immersive, mobile-first and reach high-intent, engaged audiences. Instagram recently rolled out Automatic Placements so advertisers globally have the option of having their ads delivered next to IGTV videos.
“IGTV has helped me become more comfortable in my creativity by allowing me to make longer format videos on my largest platform! It’s also a great way to enjoy the process of creating content for educational and conservation purposes and get paid for it,” said Mike Holston (@therealtarzann).
Instagram will continue expanding IGTV ads throughout the year, meaning more creators in other countries will soon gain access.
IGTV has seen a gain in momentum, particularly over the last year, as it has been a place for creators to connect more deeply with fans. Instagram says they are excited for even more creators to be able to make money off the IGTV content they create for their fans.