Instagram to cover video production costs for select influencers to bolster IGTV content

Anne Freier

In App Business. November 15, 2019

Instagram will cover the video production costs for some of its top influencers in order for them to get their content on the app’s long-form video section – IGTV.

It appears the Facebook-owned app is trying to bolster its content for IGTV.

Whilst creators are free to shoot the videos they want to make, they are not allowed to discuss social issues, politics or elections, according to a contract Bloomberg obtained from Instagram.

The social network is forking out thousands of dollars for influencers, signing deals in excess of a total of $250,000.

The video content will be available exclusively on IGTV of course and cannot be cross-posted to other platform such as YouTube.

In the past, Facebook and YouTube have launched large cash incentives to push their content growth.

Instagram tests hiding like counts

The announcement follows news that Instagram is to trial hiding Like counts in the US.

“The idea is to try to depressurize Instagram, make it less of a competition, and give people more space to focus on connecting with the people they love and things that inspire them.” The intention is to “reduce anxiety” and “reduce social comparison,” CEO Adam Mosseri said.

However, there are concerns it could hurt influencers in the long run. Likes are often a way for brands to measure the success of an influencer campaign. If Likes are hidden, return on investment becomes even harder to determine and brands may cancel contracts with creators.

Instagram began testing hiding Likes earlier this year in Canada. Since then, the company has been gradually rolling out the test phase.