Instagram Subscriptions Trial Launches for Influencers

Posted by Matin Varshochi in InfluencersApril 22, 2022(Last Updated July 28, 2022)2 min read
Key Takeaways
  • Instagram has begun test trials regarding premium services for popular influencers.
  • Instagram's reasoning behind this move is to allow content creators to earn a livelihood since they spend a large portion of their time making and delivering quality content to their followers.
  • The premium service contains many features, such as exclusive stories, lives, and a special badge displaying that a user is a paid subscriber of an influencer. 
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With popular social platform YouTube allowing content creators to have an exclusive subscription feature, Meta has rolled out a similar service for Instagram where creators can have subscriber-only lives and stories. (The new service is currently in its infancy; only a select number of influencers have been chosen for the test trial.)


Why Instagram Started Subscriptions


The reasoning behind the new Instagram subscriptions is to allow influencers to earn a livelihood from the following they have amassed on the social media platform. Many content creators spend a significant amount of time working to deliver quality content to their followers. Therefore, it makes sense that they should be getting paid for premium content if they wish to utilize this feature. 

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How the Instagram Subscriptions Feature Works


Instagram subscriptions will work very similarly to Facebook subscriptions. The content creator can set a monthly price of their choice, with the price point ranging from $0.99 to $99.99 per month. During the test trial, influencers can choose from the following eight options: $0.99, $1.99, $2.99, $4.99, $9.99, $19.99, $49.99, and $99.99. 


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As Instagram is implementing its premium, paid service, it is expected to receive a percentage of the total sales. However, the head of Instagram, Adam Mosseri, mentioned they would not collect any fees from creators' subscription purchases until 2023. In addition, Meta's CEO, Mark Zuckerberg, has said that the percentage of sales Instagram collects will most likely be lower than 30%


The premium feature contains subscriber stories, where influencers can create stories exclusively for paying followers and allow them to access premium content and interact more closely. Another premium service feature is subscriber lives, where creators can host live content for paid subscribers. 


Users can subscribe to their favorite influencer via a button on the creator's profile page. Users who pay for the premium service will be rewarded with a subscriber badge. The badge will be displayed when the user interacts with the creator's content, such as in the comments section of a post, on their lives, or in response to a story.


When Instagram Subscriptions Will Become Available to All Creators


Instagram has not yet announced when all influencers or users will have access to this subscription service. However, the pilot program's success will play a significant role in Meta and Instagram determining whether they will broaden the premium service to nearly all users.




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