March 31st, 2021

Monetisation of IGTV And LinkedIn Audio Options

Instagram is launching paid ads on IGTV to promote monetisation amongst creators, Google is giving Maps a makeover and LinkedIn is joining the audio bandwagon.

IGTV Paid ads coming to Australia

After the first round of testing ads on IGTV was successful during mid last year, Instagram has just announced the expansion of the feature to Australia. Over the next few weeks, creators will gradually be eligible to active ads on their own IGTVs. Instagram explained: “IGTV ads will initially appear when people click to watch IGTV videos from previews in their feed. The video ads will be built for mobile and up to 15 seconds long.”

This additional monetisation method is set to increase traffic to long-form content for creators. Instagram is offering the same split as YouTube currently does, 55% of profits will go to the creators themselves, making Instagram a more competitive space for long-form content. 

We see two opportunities here:

  1. Monetisation and growth for creators on Instagram, pushing longer form content to the channel. 
  2. A note to brands to create immersive, mobile-first and snackable ads tailored to IGTV format, staying within that 5-15 second window in 9×16 frame. 

Huge news, with even bigger impact!

Creators on Instagram

Google is giving maps a makeover

Integrating AR into directions, Google maps now provides visual aid for Google Maps, Delivery and Business Listings. This might sound like Deja-Vu news, as Google has been experimenting with this feature since 2017 when it combined street view with maps.  However, the new AR element incorporates AR display into Google Maps to facilitate directions INDOORS called ‘Live View’, this will help users find their way through visual indicators. From airports to malls and transit stations, tricky indoor locations that are an undercover labyrinth will now be made easier to navigate. 

“If you’re catching a plane or train, Live View can help you find the nearest elevator and escalators, your gate, platform, baggage claim, check-in counters, ticket office, restrooms, ATMs and more. Arrows and accompanying directions will point you the right way. And if you need to pick something up from the mall, use Live View to see what floor a store is on and how to get there so you can get in and out in a snap.”(Google)

Additionally, Google is also adding weather forecasts and air pollution into maps. This way, viewers can fully anticipate what they are getting themselves into – literally. In line with this, as well as Google’s commitment of September 2020 to help 1 Billion people to reduce their carbon footprint, Google is also providing “eco-friendly” travel options with lower fuel consumption or directing away from congestion to minimise pollution particles along your way. 

Although Live View is not yet available in Australia, weather forecasts, Air Quality Index and eco-friendly transport routes will be rolled out shortly. Our take from all of this? We’ll hopefully never awkwardly walk into the wrong direction, just to turn our phones upside down and turn right back around again…

LinkedIn Audio Social 

After the rise of Clubhouse and Spotify promoting podcasts, LinkedIn is the latest social platform to jump onto the audio social trend. Based on the broad platform of professionals from a band breadth of industries, audio social interactions are a strategic move to grow the platform, taking work and industry related discussions to the next level. 

On Social Media Today LinkedIn released a statement: “We’re seeing nearly 50% growth in conversations on LinkedIn reflected in video shares, stories and posts on the platform. We’re doing some early tests to create a unique audio experience connected to your professional identity. And, we’re looking at how we can bring audio to other parts of LinkedIn such as events and groups, to give our members even more ways to connect to their community.”

This new audio-feature provides an incredible option for creators to facilitate opportunities for information exchange and collaborations, as well as community building for brands and agencies. Although this new feature is only in the test phases, it’s definitely one to watch out for in the near future!