Good news for influencers! This week, Instagram announced several new features so that they can (finally) monetize their content.

Big news on Instagram

The Facebook-owned application announced on Wednesday that it would start running ads in IGTV, its home for long-lived videos, and sharing the earnings with Instagramers.

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It also offers them digital badges that fans can buy via Instagram Live, product sales via Instagram Shopping and an extension of Brand Collabs Manager, which facilitates sponsored campaigns between companies and influencers.

These updates build on the extensive Instagram live shopping features already announced last week.

Instagram has learned the lesson…

Instagram has understood this: influencers are an essential asset on social networks because they stimulate engagement. So far, Instagram has played a relatively passive role in monetization, as influencers were free to negotiate their own brand deals, as long as they did not violate the terms of use of the platform.

But this social network does not directly pay influencers or give them any percentage of sales made through the platform’s buying functionality, for example. They are paid directly by brands, rather than Instagram, which only hosts their content.

According to a report released last February, some influencers have been skeptical of Instagram’s IGTV functionality. According to them, it has too many similarities with YouTube and TikTok … without their advantages.

On YouTube, for example, content creators can show ads on videos that will be monetized. And on TikTok, influencers can directly win digital gifts. Instagram influencers therefore did not hesitate to turn to other social networks with more stable sources of income.

A case to follow!

With its new monetization features, Instagram hopes to convince them to continue producing content. Ads from brands such as Sephora, Ikea, Puma and other test partners will also start appearing in IGTV videos next week, including 55% of advertising revenue will return to the content creator.

With the introduction of badges, they can also be paid via Instagram Live. These badges will appear as little hearts next to a user’s comments on a live stream and will cost between 99 cents to $ 4.99. For now, Instagramers will receive 100% of the revenue from these badges, although Instagram could deploy a revenue sharing agreement after the end of the testing phase, probably in 2021 …