Why Instagram Is About to Start Paying IGTV Content Creators

Facebook's (NASDAQ: FB) Instagram is rolling out a new revenue share model for its IGTV video feature. IGTV is Instagram's long-form video product that is designed to be somewhat similar to Alphabet's YouTube.

Instagram rolled out IGTV in 2018 in an effort to compete in the long-form, user-generated content business. Creators can establish their own channels and upload up to hour-long video content. But IGTV hasn't taken off like Facebook hoped it would in part because there was no direct way for creators to make money on the platform.

Facebook paid certain celebrities to upload content to their IGTV channels. For example, Kim Kardashian West was supposed to create content for the feature but hasn't done very much with it. The largest deals for celebrities and influencers have been as much as $250,000 for 20 posts. But for the most part, most creators haven't had an incentive to create and upload compelling content because there's been nothing in it for them.

Source Fool.com