While Instagram's Branded Content Tags are still not available to all users, for those that can access them, they are now also being expanded to longer-form IGTV content.
As you can see in this overview (shared by social media pro Matt Navarra), business and creator accounts in regions where the tag is available can now set them up for IGTV. When applied, they will ad a 'Paid Partnership with...' note in the header of the video post.
Of course, the value of the option is relative - while IGTV hasn't yet become a key destination for video consumption, viewership has been growing, particularly since the addition of previews of IGTV videos within the main Instagram feed, which the platform rolled out back in February.
Now, you can preview IGTV videos in your feed. When there's a new video from someone you follow, you can tap from your feed to watch the full video in IGTV. (???? @HannahStocking) pic.twitter.com/tkYSchB7E8— Instagram (@instagram) February 7, 2019
The capacity to utilize branded content tags within IGTV videos will be of particular relevance to brands seeking to work with influencers to promote their products, an area which Instagram has been working to better facilitate. That'll also give top-level creators more ways to monetize their efforts, and ideally, keep them on-platform for longer - which, for IGTV, is a key concern at this stage.
You can read more about Instagram's Branded Content Tags and how they work here.