The trade desk for the creator economy.
Every story tagged Instagram: the campaigns, platform shifts, and research that touch it.
Instagram is paying select YouTube creators to post their long videos to Features on the same day they hit YouTube, Business Insider reports. The deals are non-exclusive. Creators without one still earn nothing from ads on the format.
Instagram is testing Features, horizontal uploads of up to 90 minutes, with a small group of US creators. Meta says it is "too early" to share a monetization model. When Instagram last tried long video, with IGTV in 2020, it promised creators 55% of the ad money.
Meta says partnership ads, the format that runs brand spend through a creator's handle, grew more than 97% to a $15 billion annual run rate. All of the media money goes to Meta. The creator's fee is a separate deal that Meta stays out of.
Meta stops ByteDance ads on Instagram and Facebook in seven countries — and blocks third-party Meta campaigns that send users to TikTok — as the platforms fight over creators and ad dollars.
Instagram Live video ads go generally available from 29 September as Partnership Ads on creator Lives. Korea Soft: Meta cites 24× viewers and 2.7× ROAS.
The seven-part show starts August 5 on Xfinity's social accounts and places the company's internet service inside the competition.