Instagram is testing paid subscriptions with a small group of creators
US Instagram users will soon be able to follow a handful of creators and influencers to access exclusive content and features. In a blog post, the company announces that it is launching a trial subscriptions today, with more creators to be added in the coming weeks.
Fans will pay a monthly fee to access subscriber-only content from creators they follow, like exclusive Lives and Stories. Subscribers will also receive a purple badge next to their username that signals their status to the creator. Pricing tiers will range from $0.99 to $99.99 per month, and creators can select the price of their subscriptions. Co-Head of Product Ashley Yuki said Tech Crunch that Instagram will not take a cut from subscription revenue from creators “until at least 2023”.
Ten designers are part of the first test, including basketball player Sedona Prince, Olympian Jordan Chiles and astrologer Aliza Kelly.
“I’m excited to continue building tools for creators to make a living doing creative work and to soon put those tools in the hands of more creators,” Meta CEO Mark Zuckerberg wrote. owner of Instagram, in a Facebook post. Facebook also has its own version of a subscription program for creators.
In a video today, Instagram head Adam Mosseri says following is “one of the best ways” for influencers and creators to have predictable income. Some creators have already monetized Instagram features like Close Friends by charging fans an off-platform fee for accessing Stories. Instagram and Facebook aren’t the only companies rolling out subscription models to compete with platforms like TikTok; in 2021, Twitter introduced Super Follows and some creators offer additional content to off-platform subscribers on Patreon or Substack.