New on Instagram: Ads in IGTV

Every now and then a new placement. From June 2020 Instagram will test advertising in IGTV. Advertising not only in the feed and stories, but also in the IGTVs, which are significantly longer than the content in the feed or in the story. Therefore, the format of the advertising differs from the other placements on Instagram.

“Starting next week, we are introducing ads in IGTV, our long-form video destination. We want to support creators’ investment in IGTV by sharing advertising revenue with them. […]

IGTV has become a powerful place for creators to connect more deeply with their fans, pilot new projects and share their lives and talents. With IGTV ads, they have another new way to earn money from the content they work so hard to produce. ”( Source: Instagram )

Details on advertising in IGTV

The big difference to advertising in the feed and in the stories is: Instagram shares part of the revenue with the “creators”, that is, with the creators of the content. This should be an interesting deal for anyone who posts long videos on Instagram. Even if it is not yet clear how much profit it will bring.

Integration – the best way to imagine advertising in IGTV is on YouTube. If you see an IGTV in your feed, it will only be teased. If you want to watch it further, you have to click on it and IGTV will open. This is exactly where the advertising will be displayed, so before you can watch the video further. Whether that’s the only integration now, whether the ad only comes at the beginning, whether there are multiple ads in a video, whether you can skip the ad, or or or … is not yet clear:

“We’ll test various experiences within IGTV ads throughout the year – such as the ability to skip an ad – to make sure the final result works well for people, creators and advertisers.” (Source: Instagram )

In the same way, Instagram will still work on the share of “creators” received. In some forums, the value of 55% for the creator and 45% for Instagram is currently circulating, we have not found an official confirmation for this.

Format – The ads are currently 15 seconds long and are shown in full portrait format. Mobile Only is understood. The format thus fits into Facebook’s advertising concept. Anyone who already books ads in Instagram or Facebook Stories knows this format. In addition, Facebook in-stream ads have the same specification in terms of video length.

Availability – we will unfortunately not see anything here in the DACH region:

“We’ll begin testing IGTV ads with a small group of creators and advertisers in the US, and will expand slowly over time as we improve the experience.” (Source: Instagram )

Monetization for creators / media on Facebook is not a new topic. From experience, we would assume that you can be unlocked for monetization using a simple form. You don’t need a special verification or a “blue tick”, but rather proof of the appropriate range of your own content. In this case, IGTV videos must already be available.

Booking ads – currently not possible due to the restriction. If the tests are successful, the format, like all other successful formats, will simply be available as a placement in the advertising manager.


For creators: cool because the effort can be monetized.

For companies: new placement, bookable without extra effort, may not be skipped. Why not take it with you?

For Instagram / Facebook: more inventory for the “Instream” format. This is also needed to make placement more attractive across all platforms.