Instagram wants people to make more long-term IGTV content, but it still doesn't give them a way to make money

Instagram is launching a new brand account today @creators, which is intended to encourage wannabe influencers and content creators to continue making for Instagram. The account page says it will cover "tips, tricks, updates, IGTV, BTS (behind the scenes), access, insights and tutorials". Creators chosen by Instagram, including dancer Susie Meoww and comedian Adam Waheed, will walk people through their content creation process and offer advice ranging from the equipment they use to the sound effects they enjoy. The page also serves as a FAQ for Instagram. The first story highlight answers basic questions about verification, the algorithmic feed and filtering comments.


The account is not surprisingly focused on IGTV, the elongated video arm of Instagram and a focal point for the company. Justin Antony, head of content and collaboration between creators on Instagram, says the talent they choose to emphasize "embodied best practices and creation on the platform", especially around IGTV.

However, people do not want to create content to create. Most aspiring makers want to make it a career. So far, Instagram has not given anyone a native way to make money on the platform, although Antony said so The edge in April IGTV will be the first place the company earns money. In a call last week, he said, however, that the platform is not yet there. In the meantime, however, people must continue to create content for it.

Naturally, makers are also concerned about topics other than making money, such as bullying, mental health and burnout. Brooke Ozaydinli, Instagram product marketing manager, says the account will also talk about these topics, as well as how you can make money on the platform, even if it is not sanctioned by Instagram. "We really tried to focus on creative best practices, so focus on the inspiring aspect of creating content as a creator," she says. "That does not mean that we completely abandon brand opportunities, but the real focus is: how do you get up as a maker?"

When it comes to talking about negative responses, Ozaydinli points out that a creator might choose to talk about filtering comments on Instagram and how that might help. She also says, depending on the maker, that they can talk about burnout or how they can lead a personal life while spreading content. Admittedly, there is no Instagram feature to help you with this, so it is unclear how Instagram makers will encourage people to take time for themselves. When I met Comedian Waheed in Instagram in Los Angeles in April, I was really worried about his health. He told me he didn't really go on vacation unless they were sponsored. That is not good!

Although creators need a space on the platform to learn about new product features and to get to know their favorite accounts, I hope that Instagram does not shy away from the real questions of people, whether it's burnout and a break to create content or how you can make money without coming up with something that looks like an & # 39;scam. "