Instagram has been hinting for a while that IGTV would start displaying ads and that the creators on its platforms would be paid based on their long-form video offerings. Now, for the first time in the app’s history, the micro-blogging app will share revenue with creators via ads in IGTV and badges that the viewers can pay for, reports The Verge.

Starting next week, 200 approved, English-speaking creator partners like Adam Waheed and Lele Pons will see ads being displayed on their IGTV videos for advertisers like Ikea, Puma, and Sephora. Justin Osofsky, Instagram’s COO, tells The Verge that Instagram will share an “industry standard” 55 percent cut with the creators.

How does this work? The ads will be vertical videos that are about 15 seconds long and will appear when users click on the IGTV videos from the previews displayed. How will Instagram prevent ads from turning up in inappropriate content? Osofsky tells The Verge that creators can swear on their videos but these videos will not be used to display ads.