Instagram tests new subscription feature to let creators monetise their content

New Ideas in MarketingEssential news for marketers, summarised by YouGov
January 20, 2022, 1:09 AM GMT+0

Only a select few creators on the app are currently participating in the live testing of the subscriber option.

A new Subscriptions option unveiled by Instagram will now let its star creators monetise content on the platform. With this new feature, Instagram hopes to encourage its creators to keep creating content on its app rather than being drawn to other platforms like YouTube.

The option will display a purple crown in the subscribers’ comments on creator posts, marking subscriber views on Stories, and indicate live-streams that are available to paying subscribers. The subscription rates range from $0.99 to $99.99 for creators who have access to the feature.

The subscription perks include “Subscribers-Only Lives”, “Subscribers-Only Stories”, and “Subscriber Badges”. Instagram's parent company, Meta, said that it won’t take any cuts in the membership fees until at least 2023.

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