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Instagram lets IGTV creators monetize with advertisements


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IGTV video makers get green signal from Instagram to earn money 18 months after launching the longer-form content hub. Instagram said that they designed Instagram Partner Program that facilitates creators to generate income through advertisements and their videos, which helps in bringing high-quality content.

This program is somewhat identical to Facebook Watch, wherein video producers generate 55 percent cut of revenue from “Ad Breaks” which will be displayed in the middle of their content.

It is believed that IGTV could not produce great content due to lack of monetization and just 7 million Instagram users have downloaded IGTV app. Instagram said, “We continue to explore ways to help creators monetize with IGTV. We don’t have more details to share now, but we will as they develop further.”

Instagram CEO Adam Mosseri said, “IGTV has improved with time as more influencers and publishers get the hang of vertical mid-length video. However, there remains a fair amount of low-quality, unoriginal, overly captioned, meme-style videos promoted on its “Popular” page, at least for me.”

He added by saying, “We focused first on making sure the product had legs — else there would be little to monetize in the first place. IGTV is still in its early days, but it’s growing and so we’re exploring more ways to make it sustainable for creators.”


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