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.

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    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.