Instagram has finally responded to the plea of influencers on the app. It’s unclear how the Instagram IGTV feature is going to function, influencers think shares so many similarities to YouTube and TikTok, without the benefits of those platforms.
On YouTube, creators can run ads on videos and receive monthly payments from the platform. And on TikTok, live streaming creators can earn thousands of dollars in digital gifts. Instagram influencers have consequently pursued audiences on other platforms where their revenue streams may be more stable.
The monetization feature hopes to convince and motivate creators to churn out more content . The revenue generation system will be a medium to support their work both functionally and financially. Ads from brands including Sephora, Ikea, Puma, and other test partners will begin appearing in IGTV videos next week, with 55 percent of the ad revenue going to the creator (a cut that’s comparable to YouTube).
Creators already put an incredible amount of effort into their content, and it’s crucial that they can make money from that content in order to fuel their work in the future,” said Justin Osofsky, the chief operating officer of Instagram.
The introduction of badges will aid creators to make money through Instagram Live, which has seen more engagement since widespread stay-at-home orders were put in place (the company reported a 70 percent increase in views from February to March).
The badges will appear as little hearts next to a user’s comments on a Livestream and will cost 99 cents to $4.99. For now, creators will receive 100 percent of the money made from badges, though Instagram could roll out a revenue-sharing agreement after the test phase is over, likely in 2021.
Over the last two years, influencers have sought more direct forms of monetization, primarily through merchandise sales; the expansion of Instagram’s shopping features is aimed at addressing that revenue stream. And while brand deals will also be easier to find with the expansion of Instagram’s Brand Collab Manager, those agreements will likely become more complex.