Instagram offers new video promotional tools

Dan Berthiaume
Senior Editor, Technology
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Instagram is releasing two new solutions that let retailers monetize videos shown on the social platform.

Starting the week of June 1, Instagram is introducing ads in its IGTV long-form video app. IGTV ads will initially appear when users click to watch IGTV videos from previews in their feed. The video ads will be built for mobile and up to 15 seconds long. 

Instagram plans to test various experiences within IGTV ads, such as the ability to skip an ad, throughout the year. The social network will begin testing IGTV ads with a small group of content creators and advertisers in the U.S., and will expand slowly over time as it improves the experience.

In addition, Instagram is rolling out a new badge feature in its Instagram Live platform for live videos. Aimed at small-to-mid-sized businesses (SMBs), badges will appear next to a person’s name throughout the live video. With badges, SMBs can generate income from the content they’re already creating.

Consumers 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 and access to a special heart.

Badges will begin testing in June with a small group of creators and businesses. Over the coming months, it will expand across the U.S., Brazil, U.K., Germany, France, Italy, Turkey, Spain, and Mexico. According to Instagram, Live video views increase 70% in views from February to March. 

Instagram has been attempting to turn its video content into a revenue-generator. In summer 2020, the company will launch Instagram Shop, which enables SMBs to tag products during their live videos.