Marketers and influencers are getting their feet wet with Instagram’s IGTV—and they’re seeing results. For instance, Netflix’s hour-long video of Cole Sprouse eating a burger racked up 676,000 views and roughly 5,000 comments. When the platform rolls out ads, the new revenue stream could incentivize creators to redirect their resources from YouTube. IGTV happens to be debuting at a time when creators are unhappy with YouTube’s changing revenue policies and brand safety issues are a concern. (Digiday, Racked)
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