Instagram expands IGTV ads, revenue share model to Australia

Mariam Cheik-Hussein
By Mariam Cheik-Hussein | 30 March 2021
IGTV ads

Instagram is introducing advertising to its IGTV platform in Australia, as well as a revenue sharing model for select content creators.

The Facebook-owned app has been testing IGTV ads and payment to creators since last year in the US. The tests will now be expanded to Australia over the coming weeks.

As part of the new feature, ads of up to 15 seconds will initially appear when people click to watch IGTV videos from previews in their feeds.

Select local creators, including @nathan, @tanhennessy, and @norrisnuts, will take a share of the advertising revenue.

“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,” Instagram says.

“IGTV is seeing real momentum, particularly over the last 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.”

The move marks the first time creators will be remunerated for their content by Instagram.

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