Instagram announced it is doing more to support creators on the platform. It is testing out a new feature that lets viewers purchase during a live video, allowing creators to monetize live videos.

Badges lets creators generate income from the content they’re already creating. The Badges will appear next to a person’s name throughout a livestream and will cost 99 cents to $4.99. Fans who have purchased Badges in Live will stand out in the comments and unlock additional features, including placement on a creator’s list of badge holders.


Instagram will test the Badges feature with select creators and businesses from June onwards. Over the coming months, it will expand across the US, Brazil, UK, Germany, France, Italy, Turkey, Spain, and Mexico.

“Providing a variety of monetization tools is crucial in order to support all creators on Instagram, from emerging digital stars to established entertainers and everything in between,” said Justin Osofsky, Instagram’s chief operating officer.

For now, creators will receive 100% of the money made from badges but Instagram will “explore revenue share” for Badges in the future.

“This is a great initiative from Instagram, demonstrating that social media brands are recognising and rewarding influencers for the creative, educational and engaging content they develop for millions of people. The new monetisation of the platform will provide influencers with a valuable and much needed layer of financial security as they build brands and business through their social community,” commented Shan Hanif, Founder and CEO of Genflow.

IGTV ads

Instagram will also begin rolling out IGTV ads from brands such as IKEA and Sephora as of the beginning of next week, with 55% of ad revenue going to the creator.

“Creators already put an incredible amount of effort into their content, and it’s crucial that they can make money from that content in order to fuel their work in the future,” said Osofsky.

IGTV ads will appear when users click on IGTV videos from previews in their feeds. The video ads will be optimised for mobile and last up to 15 seconds. It will begin testing IGTV ads with a small group of creators and advertisers in the US, and will expand slowly over time.

“This move by Instagram is a step towards enabling influencers to build revenue streams that do not rely on brand deals and sponsorships will bring more creators to the platform and encourage a new wave of entrepreneurs,” said Hanif.

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