Instagram has announced that starting next it is introducing ads in IGTV, its long-form video format as well as paid Badges for Live content. IGTV ads will initially appear when people clock to watch IGTV videos from previews in their feed. The video ads will be built for mobile and up to 15 seconds long. Instagram has said that it plans to test various experiences within IGTV ads throughout the year, such as the ability to skip an ad. 

Badges will appear next to a person's name throughout the live video and fans 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 next month with a small group of creators and businesses. Over the coming months, it will expand across the US, Brazil, UK, Germany, France, Italy, Turkey, Spain, and Mexico.