Instagram executives have already confirmed their interest in releasing IGTV monetization to influencers, but have not said how the feature will work
After 18 months of its launch, the Instagram can release monetization of IGTV for content creators. The discovery was made by Jane Manchun Wong, a Hong Kong developer who reverse-engineered applications to find features on the launches. According to Jane, the Instagram tests a monetization platform with videos from IGTV.
After Wong's publication, Instagram CEO Adam Mosseri stated that the company is working on content monetization:
In the secret that we are exploring this. First, we focus on ensuring that the product is relevant – otherwise, there would be little to monetize in the first place. IGTV is still in its infancy, but it is growing and, therefore, we are exploring other ways to make it sustainable for creators.
Adam Mosseri, Instagram CEO
Not the first time that the social network, belonging to the Facebook, gives signs that the monetization of the platform is on the radar. The adoption was already commented in April 2019 by Justin Antony, Head of content partnerships and Instagram creators, to The Verge portal. Recently, Ashley Yuki, head of product at IGTV, said magazine Variety that revenue generation “Super important for us, because we know that it takes a lot of time and effort to create this type of content, stated.
Baptized Instagram Partner Program, the monetization service of IGTV may be similar to that of other video platforms. Qualified content creators can earn money on the platform, but we still don't know how this partnership will work – if the IGTV will be based on the number of hours of exhibition, or the count of followers, or both.
IGTV and competitors
When launched, the social network of Facebook signaled that the IGTV would compete with the Youtube, gives Google. However, the platform has so far failed to be competitive, as there are no monetization opportunities, especially on revenue sharing. It is worth remembering that the IGTV debuted weak, without popularity.
O Instagram Partner Program can come to give even more prominence to the video resource against the main competitors: TikTok and YouTube. Last year, the Instagram it went back to its original goal of having a 100% vertical video platform and allowed the sending of horizontal content. Still in the process of improvements, they changed the feed of IGTV, removing the side scrolling through the vertical list.
Social media executives did not disclose when the Partner Program will work, nor when it will be available to content creators.