Instagram Prototypes Ad Revenue Sharing to Revive Struggling IGTV
Instagram is testing an internal prototype for an IGTV Partner Program that allows creators to earn money through mid-video advertisements. This long-awaited monetization effort aims to attract high-quality content to the platform.
Instagram internally prototypes an IGTV Partner Program that allows video creators to earn money by showing advertisements alongside their content. This development comes 18 months after the launch of the longer-form video hub, finally addressing the lack of sustainable, hands-off income for producers. The discovery stems from reverse engineering expert Jane Manchun Wong, who uncovers the monetization tools hidden within the code of Instagram's Android app.
The ad program potentially mirrors the Facebook Watch model, where video producers earn a 55 percent cut of revenue from ad breaks inserted into their videos. Previously, Instagram only works with a select group of celebrities to offset small production costs, leaving most creators to rely on sponsored content or migrate to platforms like YouTube for reliable ad revenue. This absence of a broad monetization strategy heavily contributes to the current lack of premium content on IGTV.
Without a way to profit, creators fail to bring high-quality videos to IGTV, resulting in a popular feed filled with low-grade YouTube rips and clickbait teasers. This poor content quality leads to mediocre view counts, with only 7 million of Instagram's billion-plus users downloading the standalone IGTV app. As TikTok experiences massive growth through purposeful mobile video entertainment, this ad revenue prototype represents a crucial step for Instagram to boost IGTV's content quality and user engagement.