Instagram has been the most prominent social media platform for influencer marketing, and the platform keeps launching new features to meet demands from creators. The most recent feature update is the IGTV ads. Instagram has already tested IGTV ads with US based creators in May 2020, and now it expands the feature to the UK and Australia. In the coming weeks, selected social media creators in the UK and Australia will be able to use ads in IGTV as a means of earning money.
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As Instagram explains, ads will appear when people in the UK and Australia click to watch video from previews in their feed. The video ads is planned to last 15 seconds the most.
An Instagram spokesperson said that,
“This update is part of our broader commitment to building a suite of tools to support creators’ various needs and ambitions, no matter who they are. IGTV is seeing real momentum, particularly over the past year, as it has been a place for creators to connect more deeply with fans. We’re excited for even more creators to be able to make money off the IGTV content they create for their fans.”
Instagram launched IGTV in 2018 with the hope of content creators getting closer to their audience, and to help them be discovered by new people easier. This new feature aims to keep content creators creating to IGTV. It is expected to create more competitive environment for influencers, and provide more opportunities on monetization. As the competition between TikTok and Instagram goes on, IGTV Ads may help Instagram to get ahead. TikTok keeps its seat as the most popular app at the moment but the platform doesn’t provide money as much as Instagram does.
Instagram’s expanding its revenue opportunities is an important step to maintain its longevity among other social media platforms. Instagram said IGTV will continue to expand access to more creators in Australia, the UK and the USA throughout 2021.
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