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Instagram to launch IGTV ads, share 55% revenue with creators

The creators will have to follow the Instagram Monetization Policy to reap benefits

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MUMBAI: Instagram will soon start sharing revenue with creators through ads in its long-video format section, and by letting the viewers purchase badges on Instagram Live. Fifty-five per cent share of the revenues thus generated will be shared with the creators. The social media giant, a part of Facebook, had been hinting at introducing ads on the IGTV section for more than a year. 

The Verge reported the ads will begin showing up on IGTV next week, for only around 200 approved, English-speaking creator partners, including Adam Waheed and Lele Pons, from a handful of major advertiser partners like Ikea, Puma, and Sephora.  

“To begin, the ads will only appear when people click to watch IGTV videos from previews in their feed, and the initial round of ads will be vertical videos up to 15 seconds long. The team will also test various experiences within IGTV ads throughout the year, like being able to skip ads,” The Verge elaborated in its report. 

To ensure that ads are shown with only brand-friendly content, the creators will be required to adhere to a stringent Instagram Monetization Policy, which includes rules like the content must comply with Instagram community guidelines, and share accurate information only. 

Current elected and appointed government officials, who are subject to applicable government ethics, will not be eligible for monetization features. 

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