Instagram Launching Paid Subscription Pilot for Creators

Instagram, Creators, Subscriptions

Meta’s photo-sharing app Instagram is introducing a pilot subscription plan that enables creators to charge a fee to offer fans additional content, according to a blog post on Thursday (Jan. 20).

The new feature is available to a limited number of U.S. creators during the trial, with plans to expand access to more creators over the next few months. The Subscriptions option is now available with these creators — @alanchikinchow, @sedona._, @alizakelly, @kelseylynncook, @elliottnorris, @jordanchiles, @jackjerry, @bunnymichael, @donalleniii and @lonnieiiv.

Subscriptions — formerly called Fan Subscriptions — was launched in 2020 on Facebook to help creators develop businesses powered by community support. Positive creator feedback brought the business model to creators on Instagram. Instagram Subscriptions helps creators connect on a deeper level with their engaged followers while also boosting their monthly revenue without leaving the platform.

See also: Instagram Influencers Explore Affiliate Shops

“Creators do what they do to make a living, and it’s important that that is predictable,” Adam Mosseri, head of Instagram, told the Wall Street Journal. “Subscriptions are one of the best ways to have a predictable income — a way that’s not attached to how much reach you get on any given post, which is inevitably going to go up and down over time.”

Meta isn’t collecting fees from creator subscriptions on Facebook or Instagram until 2023 “at the earliest,” the post indicated. Creators will soon have access to expanded details about their estimated earnings, origin of purchases, estimated taxes and fees they pay to others like Apple.

Read more: Content Creator Economy Gets a Boost as Monetization Platforms Grow, Add Services

“Having subscriptions on Instagram makes building a more intimate relationship with my followers and fans possible. I am so excited to nurture those connections and make a lasting impact that will help keep my work sustainable,” @bunnymichael said, per the blog post.

Meta has backed creators with a $1 billion investment and invited select Subscriptions creators to take part in a bonus program that offers rewards for new subscribers. This is the first of several bonus programs that will roll out in the months ahead.