Introducing Instagram’s New Feature… Subscriptions!

Just when we think we have our head around all of the Instagram features, they give us more! Instagram recently announced that they are in the early testing stages of a subscription feature. Here’s what we know about the new feature so far:

The “subscription” feature will allow creators to charge a monthly subscription fee for exclusive content. This means that those users who choose to subscribe will get to see content designed specifically for them, including dedicated live videos and stories that those who don’t subscribe cannot see. Instagram has designed this feature to help creators make a living on their platform, but also to assist creators in developing deeper connections with their audience. Creators will see a subscriber badge next to users who have subscribed to their content. Once subscribed users can access all future content, as well as exclusive content posted prior to the user’s subscription.  

While the price of a subscription will differ between creators, the price tiers will range from $0.99 to $99.99. If you want to subscribe to one of your favorite creator’s exclusive content, the price you pay will be determined by them. Currently, Instagram has said they don’t plan on taking a cut from creators until at least 2023, as this is not the goal of subscriptions.

In terms of analytics, there is currently no dedicated section for subscriptions in the creator’s analytics. However, creators will be able to see an estimated earnings which is based upon number of subscribers, frequency of new subscribers, and subscription cancellations. Instagram does hope to build more tools like this to assist creators in the future.

This feature is currently being tested by a small number of U.S. creators. Here they are if you want to check it out!  @alanchikinchow, @sedona._, @alizakelly, @kelseylynncook, @elliottnorris, @jordanchiles, @jackjerry, @bunnymichael, @donalleniii and @lonnieiiv.