As part of an initial test, Instagram’s latest paid subscription feature, dubbed “Subscriptions,” will be available to a handful of creators. They will be able to set a monthly price, unlock a “subscribe” button on their profile and offer several exclusive features to their subscribers…
Paid subscription: Instagram launches “Subscriptions”
While previous monetization features included a fund for creators and the launch of Instagram’s native affiliate program, Instagram is pleased to announce its latest monetization feature: Instagram followings dubbed “Subscriptions”, only available in the States. United for now.
In 2020, Facebook launched subscriptions and based on feedback from creators, Meta said it was ready to offer the model to creators on Instagram. Meanwhile, Twitter had launched its first Twitter Blue subscription offer in 2021. At Meta, Facebook creators shared positive feedback on the subscription feature, giving Meta the green light to introduce a paid option. to Instagram, surely a new way to easily get more subscribers on Instagram.
Creators on Instagram can thus earn recurring monthly income by giving them access to exclusive content to their followers. Adam Mosseri, head of Instagram, says following is “one of the best ways” for influencers and creators to have predictable income.
For his part, Mark Zuckerberg, CEO of Meta, owner of Instagram, announced in a post on Facebook:
Paid subscription on Instagram: exclusive content for subscribers
Subscribers will notably receive a purple badge next to their username that signals their status to the creator on their paid option on Instagram. Pricing tiers will range from $0.99 to $99.99 per month, and creators can select the price of their subscriptions.
Some of the benefits of Instagram followings include:
- Subscriber Stories will allow creators to create content just for subscribers. They can share exclusive content and use interactive stickers on stories with their most engaged followers only;
- Subscriber Lives, where creators can broadcast exclusive posts live and allow subscribers to engage more deeply;
- Follower badges will place a badge next to comments left by followers to allow creators to easily identify them.
For now, only ten creators are part of this very exclusive test program. This includes content creators Alan Chikin Chow, Kelsey Lynn Cook, Elliot Norris, astrologer Aliza Kelly, Olympian gymnast Jordan Chiles, basketball player Sedona Prince, and other big names in the industry.
Similar to what they do on Facebook subscriptions, Meta won’t collect any fees from creators for Instagram subscriptions, at least until 2023 at the earliest. The company will also develop more tools and features so creators can connect directly with their audience, even off-platform.
At the same time, Facebook followings continue to improve with a few changes made at the end of last year:
- More tools for creators to promote their subscription;
- Downloading emails from new subscribers;
- A bonus program that rewards creators for new subscribers.
After the initial testing phase, Instagram plans to expand the availability of this feature to creators around the world.