The news: Instagram is testing “Instagram Subscriptions,” a feature that would enable users to access exclusive content from creators in exchange for a monthly fee, per a company announcement.
- The test is currently available to a small number of creators in the US, although Instagram says it plans to expand access to more content providers in the next few months.
- Subscriptions have been available to Facebook creators since 2020.
How it works: Creators decide how much they want to charge, while subscribers get three main benefits:
- Access to exclusive Lives
- The ability to access and share exclusive Stories, and to use interactive story stickers
- Subscriber badges that enable creators to hone in on these users’ messages and comments
The war for creators: Until recently, Instagram dominated the influencer economy: In 2021, 97.4% of influencer marketers used the platform. But with TikTok’s rise, as well as the launch of creator funds from YouTube and other social media companies, Instagram’s position has become shakier.
- In June 2021, Instagram launched a bevy of tools to enable creators to sell their own merchandise and use affiliate links, while also giving their supporters the option to buy badges on livestreams.
- Both TikTok and Twitter added tipping capabilities to their platforms last year. Twitter is also testing “Super Follows,” a subscription service that gives paid users access to exclusive content and previews, among other perks.