US Instagram users will soon be able to subscribe to a handful of creators and influencers for exclusive content and features. In a blog post, the company noted that it launched a subscription test today, with more creators to join in the coming weeks. Fans will pay a monthly fee for access to subscriber-only content from creators they follow.
Subscribers will also get a purple badge next to their username to show creators their status. Package prices will range from $0.99 to $99.99 per month, and creators can choose a price point for their subscription. Product co-head Ashley Yuki told TechCrunch that Instagram won’t take a cut of creator subscription revenue until at least 2023.
It is reported that ten creators participated in the early test, including basketball player Sedona Prince, Olympian Jordan Chiles and astrologer Aliza Kelly. Mark Zuckerberg, CEO of Meta, which owns Instagram, wrote in a Facebook post: I’m excited to continue to build tools for creators to make a living doing creative work and soon to deliver those tools to more creators. It is reported that Facebook also has its own version of the creator subscription plan.
In a video today, Instagram head Adam Mosseri said subscriptions are one of the best ways for influencers and creators to have predictable income. Some creators have monetized Instagram features such as Close Friends by charging fans off-platform for Stories. Instagram and Facebook aren’t the only companies launching subscription models to compete with platforms like TikTok, though. In 2021, Twitter launched Super Follows, with some creators offering additional subscription content outside of the Patreon or Substack platforms.