Instagram has finally taken the first steps towards IGTV monetisation, allowing creators to profit from their content.
With influencers living off content creation on a full-time basis and brand partnerships a saturated market lacking some form of authenticity, it makes sense for quality creators to be able to earn from their own unbranded content as well. Something that has long be available on platforms like YouTube, high reaching and eligible creators will now be able to earn about 55% share of their in-video ads, but on Instagram.
IGTV now has the opportunity to motivate creators to use its platform rather than external ones, which in-turn will drive consumers to spend more hours watching IGTV as creators are likely to shift their followers where their content lies. This ongoing circle, which goes back to Instagram will see an increased time spent on the social media giant, more advertisers wanting in on the new highly engaged option and more quality content for both the platform and the users. This could essentially bring back some of TikTok’s newest and highly shifted attention back to Instagram. Due to TikTok’s somewhat lack of advertising and personalised features at the moment, rolling out the monetisation of IGTV right now is likely to bring back some of the lost traffic.
Although it hasn’t been officially announced when and how a wider roll out might happen, the chances are that similar rules to that of the Stories Swipe-Up link options apply – having at least 10k followers seems to be where the threshold for ‘influencer’ lies in from the rest of us browsers with no special features.
In terms of content, IGTV does seem to have found its not so niche, niche. While platforms like Snap Originals and TikTok focus on mobile first video, these tend to be extremely short and no longer than 5 minutes per episode/ clip. When it comes to YouTube, the figures are much higher as the not-so-mobile-friendly videos can last hours and include a wide range of content types from music to fashion to tech and everything in between. However, IGVT seems to have tapped into a different market, not only the millennial but also the centennial demographic who watch video primarily on mobile. IGTV can and is many times used for short 5-minute videos, but its popular watch times actually vary between 15 – 30 minutes, showcasing a slighter higher commitment to the content/ creator as well a engagement and attention span. Interestingly this comes to show that short video might be well and alive, but medium form content is now coming to fight off the long-form YouTube videos as well as the short-form Snap style clips.
Will this be the rise of IGTV? Probably…