Instagram has begun testing subscriptions for creators to help them earn a more “predictable” income on the app.
The US trial is the latest monetisation feature from the app, owned by Meta, and comes after Subscriptions was launched on Facebook in 2020.
Instagram Subscriptions allows creators to grow their recurring monthly income by giving subscribers access to exclusive content and benefits within Instagram.
Creators are able to set a monthly price of their choice, unlock a “subscribe” button on their profile and offer benefits to their subscribers. The benefits include Subscriber Lives, where creators can broadcast exclusive Lives to their subscribers, Subscriber Stories, where creators can create stories just for their subscribers, and Subscriber Badges, where creators will see a subscriber badge next to comments and messages so they can easily identify their subscribers.
Instagram head Adam Mosseri says Subscriptions is one of the best ways to have a “predictable” income for creators.
“Over time we hope to expand these features because it’s important that Subscriptions is integrated throughout the entire Instagram experience,” Mosseri says.
“We also believe creators should own their relationship with their subscribers, so we're working on ways creators can take their subscriber list and take them off of Instagram to other apps built by other companies.”
Instagram Subscriptions is currently available to a small list of creators in the US, but Instagram says it aims to expand access to more creators over the next few months.
Have something to say on this? Share your views in the comments section below. Or if you have a news story or tip-off, drop us a line at adnews@yaffa.com.au
Sign up to the AdNews newsletter, like us on Facebook or follow us on Twitter for breaking stories and campaigns throughout the day.