Social Media

Instagram is testing Subscriptions for creators

To access subscriber-only content, users will have to pay anywhere from 99 cents to nearly $100.
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Francis Scialabba

· less than 3 min read

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As of this week, IG is officially testing Instagram Subscriptions, a feature that lets a creator’s fans pay anywhere from 99 cents to $99.99 for access to exclusive, Close Friends–type content.

  • That content will come in a few different forms, including subscriber-only Lives and Stories.
  • Creators will also see a v regal looking Subscriber badge (it’s a 👑) next to comments and inbox messages from subscribed followers to differentiate subs from the rest of us plebeians.
  • As of now, only 10 US creators are in the feature’s early test group, per TechCrunch.

Natalie Held, a social media manager at the Hermana Agency and an influencer who’s worked with brands like Bumble, told Marketing Brew that she thinks the feature has staying power far beyond this initial test—and hopes it rolls out more broadly soon. “I think it’s going to be game-changing,” she said, adding that for marketers who use influencers, Subscriptions could be a creative way to drum up FOMO for upcoming news, like a new product rollout.

Influencers, she said, could use the feature to monetize content that might typically only be sent to Close Friends. Some creators have been charging followers for Close Friends access long before this IG test.

Mom, Apple and Meta are fighting again: Instagram parent company Meta won’t take a cut of creator Subscriptions earnings “till at least 2023…but on iOS, that means any payments will be subject to Apple’s 30% fee, which Meta has repeatedly criticized,” per Social Media Today.

+1: TikTok is also “testing support for paid subscriptions,” per The Verge, because of course it is.—PB

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