Instagram introduced an interesting new feature for creators: the subscriptions. A new way of ‘monetize‘on the platform, asking for the direct fan support and offering exclusive content in return. The function is currently limited to a limited number of users and usable only in the United States. But it could soon become the main source of income for many creators and influencers, even in Italy.
Instagram subscriptions: what they are and how they work
In 2020, Facebook introduced Subscriptions, with which content creators can ask for a monthly fee from followers and fans. The obvious advantage of this type of service is the predictability of receipts. Having a precise number of active subscriptions at the beginning of the month gives influencers a precise idea of how much they will be able to make that month. This allows you to more easily cover expenses and develop in more stable your online business.
If some creators had already implemented the use of other platforms to get support from fans, the advantage of being able to get paid on the same platform for which you create content is potentially enormous.
Furthermore, Subscriptions do not in any way prevent partnership with advertising brands and influencer operations. Indeed, they can be a direct and obvious way to show those who want to use your talent to advertise that you have a loyal and constant audience.
Exclusive content for Instagram subscriptions
The CEO of Instagram Adam Mosseri explained how Instagram Subscriptions are a possible source of stable income for creators on the platform. And also, he illustrated what are the possible offers to make to his fans.
🎉 Subscriptions 🎉
Subscriptions allow creators to monetize and become closer to their followers through exclusive experiences:
– Subscriber Lives
– Subscriber Stories
– Subscriber BadgesWe hope to add more creators to this test in the coming months. More to come. ✌🏼 pic.twitter.com/SbFhN2QWMX
— Adam Mosseri (@mosseri) January 19, 2022
In fact, if on the one hand the creator or influencer can continue to offer free content to all fans and even simply to the curious, his subscriber ‘community’ can access extra content. Like the:
- Live in abbonamento: Creators can only broadcast live to subscribers. This allows you to respond more calmly to community comments that support the creator or creator, as well as offering a more personal and exclusive glimpse of the influencer’s activity.
- The Stories by subscription: a way to give exclusive video and photo content to subscribers. And in addition to exclusive content, they can also interact directly with the stickers: for example by opening surveys or asking questions to be answered in a subsequent story.
- Subscription Badges, that allow creators to recognize their subscribers in comments, so they can pay particular attention to recommendations or listen to requests.
That said, the photo on the profile, i Reel and many other contents remain free. And creators can also continue talking to all followers in the Live or in Stories. The free features remain the same, leaving influencers the freedom to choose the right balance between public and exclusive content. So that we can provide something more to the most loyal fans but without forgetting to increase the propria reach.
A limited test
For the moment, these new features are receiving very little testing. In fact only a small number of creators in the United States are staying trying out the new features. In particolare, @alanchikinchow, @sedona._, @alizakelly, @kelseylynncook, @elliottnorris, @jordanchiles, @jackjerry, @bunnymichael, @donalleniii e @lonnieiiv.
@bunnymichael told Instagram directly that “having subscriptions on Instagram allows me to have a more intimate relationship with my fans and followers. I am really excited to look after those connections and leave a lasting contribution that will help make my work more sustainable ”.
What’s also interesting is that Meta has ensured that will not take any fees from subscriptions on Facebook until at least 2023 and the same is true on Instagram. So this small group of creatives will be able to directly earn every cent paid by their fans.
The idea is that this service may soon expand and become a part of Meta’s billion dollar commitment towards creators, who are the main attraction of its social platforms. There are no firm plans yet for Subscriptions worldwide, but rumors want it to be by the end of this year.
This feature could change Instagram’s business model, giving creators more stability. And when Meta will start to keep a percentage of the proceeds, also giving the social network a new way to earn. For followers, however, the main difference will be in how they can use the contents: a part will remain free, while some contents will be accessible only by supporting the creators. A model already seen on other platforms, but which now also arrives on the two main social networks in the world.