In 2020 Instagram started testing a revenue share model for IGTV with some US-based creators. This test has been expanded as they’ve improved the experience.
Now, Instagram will be expanding this model to select creators in the UK and Australia. These IGTV ads will appear when people watch IGTV videos from their feeds, they will be a maximum of 15 seconds long.
Throughout this year, Instagram is aiming to get this feature rolling out to even more creators. This update is part of a broader suite of tools which are designed to support creators’ ambitions.