To the average social media user, algorithms curate feeds to keep your attention for as long as possible. They present users with content they’d most likely interact with. They also aim to create better experiences for users. But for businesses who want to take on social media marketing, algorithms are data puzzles to solve — and when they’ve managed to optimize it, they can boost the reach of their content. Otherwise, they’ll end up struggling to get their content seen by the right audience.

Instagram announced that starting today, they’ll be testing the new feature, Subscriptions, with certain selected creators. While there are only a handful of highly influential and engaging creators from the U.S. being a part of this testing phase, Instagram plans to extend this feature to thousands of creators over the next few months!