Instagram Is Expanding IGTV Ads To Creators In The U.K., Australia

Nearly a year after introducing IGTV ads, its first-ever creator monetization feature, Instagram is expanding them to creators outside the U.S.

In the coming weeks, “select creators” in the U.K. and Australia will be able to run preroll ads on their IGTV content, the platform says.

“Last year we started testing ads in IGTV with a revenue share model for some US-based creators, and have slowly expanded the test as we’ve improved the experience,” Instagram said in an official blog post. “This update is part of our broader commitment to building a suite of tools to support creators’ various needs and ambitions, no matter who they are.”

Ads are up to 15 seconds long, and appear when people click to watch videos from previews in their feed.

Instagram has not disclosed figures for the creator/platform revenue split, but a Bloomberg report from last year suggested creators will receive 55% of ad revenue, and Instagram will get 45%. (That’s the same split YouTube offers the vast majority of its creators.)

Instagram added that IGTV–which has notoriously struggled to draw an audience–is “seeing real momentum, particularly over the last year, as it has been a place for creators to connect more deeply with fans.”

It also noted that it recently debuted a tool that lets marketers specifically choose to have their ads run on IGTV videos.

More creators in the U.S., U.K., and Australia are set to gain access to ads throughout 2021, Instagram says.