After 18 months of launching IGTV, Instagram is finally testing to let its creators monetize their IGTV videos i.e stated as “You can earn money by running short ads on your IGTV videos. When you monetize on IGTV, you agree to follow the Partner Program Monetization Policies.”
This program is expected to go with the same 55/45 split as for both YouTube and Facebook. Yet if they give 60% of total revenue to their content creators, it is not going to make a big difference for Instagram but for the creators as according to recent reports, Instagram has brought in 20 billion dollars in advertising revenue in 2019. But this 5 % extra earning would inspire its creators to bring more high-quality content. No doubt that IGTV has improved with time but there is still unoriginal content promoted by their popular category. Lack of original content is the reason that only 7 million out of one billion-plus Instagram users downloaded the standalone IGTV app that is really disappointing.
There is still a chance that Instagram could never launch the monetization as there is no Instagram Help Center information published and the program is not being beta tested yet.
The CEO of Instagram Adam Mosseri commented on Josh Constine’s tweet on February 7, 2020, as “It’s no secret that we’ve been exploring this. We focused first on making sure the product had legs — else there would be little to monetize in the first place. IGTV is still in its early days, but it’s growing and so we’re exploring more ways to make it sustainable for creators.”
Talking about IGTV possible monetization policies, it may be similar to Facebook Partner Monetization Policies such as
- Follow Community standards and guidelines (rules against hate speech, calls for violence and sexualized content.)
- Share authentic content, misleading and click baits would not be tolerated. You can be banned for sharing misinformation or false news sooner or later.
- Share Original Content, copyrighted content cannot be used to make money.
- Develop an established presence and avoid spamming
- Avoid systemic violations and community guidelines.
Objectives of Monetizing Social Media Platforms:
Monetization has been a major process to start and keep it at its best. YouTube had been adding major loss to its parent company but now they have changed the game. Other social media platforms like Twitter and Snapchat are now considering different ways for their users to earn money such as premium content subscriptions and sponsors. Now, Instagram is running ads in feeds, explore and stories. Only IGTV and Direct are the portions having no advertisements. Social media platforms have realized that if they want their creators to develop an established presence, they must engage them in a way that they have to make their passion their profession. Instagram has spent more than one year trying to bring quality content creators for free but the results were disappointing. Therefore, they are now heading up to share proper IGTV monetization.