Good news: Instagram recently launched IGTV ads.
Even better news: we'll tell you all about what that means – and how you can use it for your IGTV series.
Even though it was launched in 2018, the developers had no way to monetize their IGTV channels without marketing a product directly to their viewers. In May 2020, however, Instagram announced that it would offer an advertising program for selected authors.
And if you're a brand looking for a different stream of social advertising revenue, you have the option to strike while the iron is hot – and use IGTV ads.
To help you, we'll look at what we currently know about IGTV ads and what you can do about them.
Bonus: Download a free checklist This shows the exact steps with which a lifestyle photographer on Instagram has grown from 0 to 600,000 followers, without a budget and without expensive equipment.
Everything you need to know about IGTV ads
Although Instagram has not yet released a comprehensive IGTV ad plan for developers and businesses, we have searched all resources to find answers to your most pressing questions.
When will IGTV ads be available?
Starting in the first week of June 2020, Instagram will offer a monetization program to a select number of video artists. This program is still in an early test phase and is therefore not yet generally available to brands and companies.
If you are a brand that wants to conquer the IGTV ad market early, you have to wait a while. According to Facebook (the parent company of Instagram), they do not expect IGTV ads to be generally available by 2021.
"IGTV ads will be tested for the rest of 2020," said a spokesman for Instagram. "We believe that emerging developers will get the most benefit from monetizing IGTV, but will test with a variety of accounts as we roll out slowly to ensure that we have the right experience. There are currently no concrete plans for expansion. "
Instagram already prototyped IGTV ads for certain influencers through its Instagram partner program in February 2020.
Source: Jane Manchun Wong
If these are signs of this, you appear to be offered a range of monetization tools that include IGTV ads.
Until then, of course, they could start making it more widely available in 2020. However, do not hold your breath for all IGTV ad features to cease before 2021.
How much can developers earn from IGTV ads?
Instagram plans to share 55% of its IGTV advertising revenue with its creators. This is the "industry standard," said Justin Ososky, COO of Instagram.
In some cases, both YouTube and Facebook Watch give their creators 55% of the advertising revenue, while the others keep 45%. So this corresponds to the industry standards.
Which creators are eligible for IGTV ads?
As with many other things on this subject, we need to worry about how Facebook Watch treats its ads for clues.
Currently, Facebook pages can run ads through their partnership program if they meet the following criteria:
- You created 3 minutes of video
- The videos have generated more than 30,000 1-minute views in the past two months
- You have 10,000 Facebook followers
- These are countries where in-stream ads are made available
- They meet Facebook’s monetization approval standards
In this post-YouTube ad pocalypse world, monetization eligibility standards are likely to be what Facebook sticks to most. Facebook ends up making money with ads – and they don't want others' videos to affect the bottom line.
What are the standards? In summary:
- Follow community standards. No hate speech, no incitement to violence and no sexual content.
- Share the original content. This means no violation of trademarks or copyrights. Use music, videos, and pictures with permission.
- No #FakeNews. Content that appears to contain misinformation is marked and removed. This will likely be much stricter as time goes by * waving your arms around *.
- Create authentic engagement. Don't try to play the system by artificially boosting your views and engagement through things like bots or buying followers.
- Be established. Facebook wants developers to "have an authentic, established presence on Facebook." That means you must have been on Facebook for at least 90 days.
- Follow your political and state ethics rules. According to Facebook, current and appointed government officials cannot monetize their videos. Many apologies to Justice Ruth Bader Ginsberg, who certainly tried to monetize her upcoming Supreme Court Response series.
For a complete breakdown, see the full Facebook partner monetization guidelines.
Why are they now launching IGTV ads?
Instagram has decided to run IGTV ads with developers in mind.
"Creators are such an important part of Instagram that we continue to look for ways that creators can turn their passions into life on the platform," said Jim Squires, vice president of business and media at Instagram.
One can assume that Instagram has also introduced ads to attract new developers to their platform. There was some evidence that they were having trouble getting people to watch and create videos on IGTV.
Think about it. If you are a creator who decides to invest more time in YouTube (pays its top creators $ 5 per 1000 views) and IGTV (currently pays nothing to its creators), which one would you choose? You will of course want to go where the money is.
What do IGTV ads look like?
Although IGTV ads are likely to include new features, we can assume they are very similar, if not exactly, similar to Instagram story ads.
These are mid-roll ads that are likely to play between 15 and 30 seconds. You may also have the option to skip the ad after a period of time, like YouTube.
The only difference is that the ads are likely to be all videos. Remember, this will be IGTV – Instagram's exclusive video platform. That means you want to make sure your IGTV ads meet the exact specifications for Instagram videos.
Oh boy. If only we had a comprehensive list of the video specifications of the social media platform …
Have a look. Here are the following video specs for Instagram Story:
Recommended size: Upload the highest resolution video available that meets the file size and ratio limits.
Minimum size: 500 x 889 pixels
Supported aspect ratios: 16: 9 to 4: 5 and 9:16
Recommended specifications: .MP4 or .MOV format, maximum length 120 seconds, maximum file size 30 MB
Instagram has the same recommendations for videos as Facebook. Upload the highest resolution video possible that meets file size and ratio, H.264 compression, square pixel, fixed frame rate, progressive scan, and stereo AAC audio compression at 128 kbps +.
Pro tip: Do you really want to put one leg up? Make sure you know exactly how to advertise on Instagram in the meantime.
How can you create an IGTV ad?
As previously mentioned, there is still no way to create an IGTV ad. However, if we look at the Instagram advertising process (not IGTV), we get a good indicator of what they will do.
To do this, you need to set up a Facebook page and create ads using Facebook's Ad Manager. If you've used this or YouTube’s Ad Manager before, the process is pretty familiar. Choose a budget, the type of ad you want to show, and add video clips, images, captions, and a headline to the ad. Voila! You just created an ad.
We have to wait for the full program to be released to be sure, but it seems that this is the direction they are going.
For a complete overview of how to do just that, see our article on how to advertise on Instagram today.
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