Instagram is talking to online video stars about providing more funds to produce shows for its long-form video hub IGTV. It’s also prepping an ad product and revenue-sharing program.
The conversations come as the Facebook Inc. company tests ways for video makers to make more money from IGTV, including an advertising product and revenue-sharing program similar to those available on other social media platforms. The revenue-sharing initiative would give video partners a cut of the income from ads that appear alongside videos on IGTV.
Most of the videos published to IGTV are made by video creators on their own. In some cases, marketers pay for them as sponsored posts. “Nothing is set in stone and we are being thoughtful about how we introduce advertising, monetization and funding across IGTV, and on the platform,” a Facebook spokeswoman said in a statement.
Instagram recently removed a prominent icon in the main app that directed users to IGTV. Very few people were tapping the icon, the company said. IGTV became the ideal platform for the show because it’s an extension of Instagram, which has a younger user base than Facebook, said Matthew Segal, co-founder of ATTN.
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