18 months after IGTV’s launch, Instagram will finally allow creators to earn money. They have confirmed to TC that they have made an internal prototype of an Instagram Partner Program that would allow creators to earn money by showing ads alongside their videos.
By providing creators with a sustainable and independent way to generate IGTV profits, so they could be inspired to publish more higher quality content.
Now at least you start talking about it. This new tool in development has the provisional name of the “Instagram Associates Program” and will allow influencers to earn money by posting short ads within their IGTV videos. This advertising system is similar to that already used by other platforms such as YouTube or the one announced by Byte this week.
At the moment, it is only known that they are testing these tools, but it is unknown what criteria Instagram will establish to decide which accounts can monetize their content. It is not yet known whether they will be based on the number of viewing hours that creators accumulate over a period of time, the total follower count, or a set of both.
These new tools that are being developed have been found by Jane Manchun Wong, a developer based in Hong Kong, who reverse-engineer certain applications to discover new features. In this way, he has discovered that Instagram is testing monetization tools for IGTV. This was the tweet with which he announced his discovery:
Shortly after posting her find on Twitter, Alexandru Voica, Facebook’s technical communications manager, confirmed the existence of the Instagram Associate Program in another tweet. “We continue to explore ways to help creators monetize IGTV. At the moment, we have no further details to share, but we will as we develop.”
The new monetization program comes just in time to reinforce IGTV’s struggle with YouTube and TikTok. In May 2019, Instagram had to give its arm to twist and allow the video to be horizontal on the platform. That same month, IGTV completely revamped the feed to work more like the TikTok feed, replacing the side-scrolling carousel with an AI-based vertical view.