Instagram invite creators to test their new fan badges feature and IGTV ads. When live streaming, fans can purchase and donate a badge to creators.
Instagram Live has skyrocketed since the start of lockdown, with millions of creators and fans stuck at home while live events are being cancelled. Instagram Live creators saw a 70% increase in video views from February to March 2020.
Initially announced in May with a small roll out, Instagram have begun rolling out fan badges to 50,000 creators to allow them to earn money from the support of their fans.
Similarly to the monetized badges/stars in live streams on Twitch, YouTube and Facebook Live, fans can purchase badges for $0.99, $1.99 and $4.99, allowing their comment to stand out and unlock special features such as placement on a creator’s list of badge holders and access to a special heart badge. From this, creators can easily see which fans are support their streams and are more likely to shout out those donating.
For the beginning of the new feature, Instagram are not taking any revenue share and temporarily matching creator’s earnings from badge purchases in starting November. Instagram say they’ll explore taking a cut as badges expand.
Creators push culture forward. Many of them dedicate their life to this, and it’s so important to us that they have easy ways to make money from their content. These are additional steps in our work to make Instagram the single best place for creators to tell their story, grow their audience, and make a living.Justin Osofsky, COO, Instagram
On top of badges, Instagram announce more ways for creators to generate revenue on the platform. Instagram are expanding access to IGTV ads to more creators, allowing creators to earn money with ads alongside their videos. Creators keep 55% of the revenue generated here.