• Instagram announced Wednesday it was rolling out ads to creators’ longform IGTV videos, allowing them to monetize these.
  • Bloomberg reported Instagram will share with creators 55% of the ad revenue they generate — the same amount YouTube offers with its ad revenue-sharing model.
  • This is the first time Instagram is offering creators and influencers a way to profit directly off their videos, a move that may help it compete with video content on YouTube, TikTok, and Snapchat.

Instagram announced Wednesday it was rolling out advertisements to IGTV, the feature through which creators can produce long-form videos on the app. The platform is instituting a revenue-sharing model, already long used by YouTube, that gives creators a portion of the money generated off the ads on their videos. Instagram is also mimicking that revenue breakdown: 55% to creators, Bloomberg reports.

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