Get the latest from Instagram

Start getting inspired with announcements, tips, and success stories on our blog.


March 29, 2021

Bringing IGTV Ads to Creators Globally

BY: Instagram Business Team

San Francisco, CA

(Update on March 28, 2022 at 7:00PM PT: At Instagram, we are working to simplify how people create and enjoy videos and make Reels a more central part of the experience. Because of our focus on Reels, In-Stream video ads—previously known as IGTV ads—will no longer be supported.)

(Update on October 5, 2021 at 10:00AM PT: IGTV and feed videos have been combined into one format, Instagram Video, and IGTV Ads are now called Instagram In-Stream video ads.)

Creators are the heart of culture on Instagram. Since the earliest days, they’ve inspired people around the world with their talents and shared their lives with their fans. Now more than ever, it’s vital that creators can use Instagram to grow their personal brand and be able to make a living.

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. Over the coming weeks we’re expanding this to select creators in the UK and Australia. IGTV ads will initially appear when people click to watch IGTV videos from previews in their feed. The video ads will be built for mobile and up to 15 seconds long.

IGTV ads are immersive, mobile-first and reach high-intent, engaged audiences. We recently rolled out Automatic Placements so advertisers globally have the option of having their ads delivered next to IGTV videos.

“IGTV has helped me become more comfortable in my creativity by allowing me to make longer format videos on my largest platform! It’s also a great way to enjoy the process of creating content for educational and conservation purposes and get paid for it.” - @therealtarzann

We’ll continue expanding IGTV ads throughout the year, meaning more creators in the US, UK, Australia and other countries will soon gain access.

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. IGTV is seeing real momentum, particularly over the last year, as it has been a place for creators to connect more deeply with fans. We’re excited for even more creators to be able to make money off the IGTV content they create for their fans.

BY: Instagram Business Team

San Francisco, CA