NEW FEATURE: Instagram Subscriptions

When you think of Instagram, what comes to mind? Influencers, creators, Reels, algorithms, ever-evolving? Well, Instagram is at it again! Kicking off 2022 in typical Instagram fashion, on January 19th, Instagram introduced Subscriptions.

2022 is the year of the Creators!

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!

Intrigued? Update the Instagram app then check out the following creators so you know what to expect!

Now, let’s break down everything we know about Subscriptions!

What’s the purpose of Subscriptions?

Great question! It’s a way for followers to access exclusive content from creators, like Instagram stories and Instagram Lives. Think of it as a combination of YouTube and…OnlyFans. Except with a much less…raunchy reputation.

Do I have to pay for a Subscription?

If you choose to subscribe to a creator, you will have to pay, which could range from $0.99 to $9.99 per month. Like shopping on Instagram, will be charged to the card you have on file for Instagram.

Ready to follow a creator who has the Subscription option? Just update your Instagram app, go to one of the creators listed above and you’ll see a “Subscribe” button right on their profile (see figure 1)!

If it’s not there yet, give it a few days or so. Given that this feature just started being tested today, it may take a little time for all aspects of this feature to be available.

Will Subscriptions be available to everyone?

It DOES sound like this new Instagram feature will be available to countless creators in the next few months, with the intention of rolling it out to everyone throughout 2022. Although, the timeline and availability for everyone to offer Subscriptions is a little fuzzy right now.

Instagram profile for creator, Kelsey Lynn Cook. 206k followers. Instagram bio says "dance, actress, model." There's a new Instagram button that says "Subscribe," with a hover prompt that says, "access an exclusive badge, story and more."

figure 1

I’m an Instagram creator - how will this work for me?

Once you gain access to the Subscriptions feature, you’ll be able to set a price for your monthly Subscription, and a “Subscribe” button will appear on your profile next to your “Follow,” “Contact,” or any other button you have. From there, you’ll notice your Subscribers List when you go Live on Instagram or post on your Stories. Your lists will show up with a purple crown icon.

Disco Tip #1: Make sure when setting your price, you’re being realistic. How often will you be interacting with your Subscribers? How often will you be able to feed them exclusive content? Make sure they’ll get what they pay for.

Disco Tip #2: Keep your engagements high will your Subscribers by using story stickers when feeding story content to them!

I’m an Instagram creator - what’s the benefit of using the Subscriptions feature?

Adam Mosseri, the Head of Instagram, is pushing forward with creating more features and incentives specifically for creators.

“Creators do what they do to make a living, and it’s important that that is predictable. 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.” - Adam Mosseri

So basically, creators, Instagram has your back!

In the post by Instagram’s @Creators account, Subscriptions is further explained by saying, “you can earn recurring, monthly income by offering exclusive benefits and experiences to your most engaged followers.”

figure 2

I’m an Instagram creator - how will I know who’s a subscriber?

Your subscribers will individually have a purple crown icon next to their usernames, whenever or however you choose to interact with them individually (ex: Instagram DMs, comments). You’ll also be able to filter your messages to only view messages from your subscribers (see figure 2)!

See what some selected creators have had to say about Subscriptions!

“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, interview 

“You get access to DAILY HOROSCOPES, weekly live ASTROLOTEA, and — perhaps most importantly — direct access to my DMs for all of your astrology, tarot, manifestation, and spirituality questions! ✨✨✨ think of it as your all-access pass into an exciting, educational, and really exclusive mystical dimension 🌀” - @alizakelly, Instagram Reel caption

Go explore the most recent posts from the first 10 creators to be a part of Instagram Subscription to see what type of content, exclusivity, and access they’ll be offering under their subscription!


Let’s Chit Chat

Your Subscribers feature is a great way to increase engagement and interact with your followers who are true FANS, and it finally seems like social media platforms (or at least Instagram) are finding their footing and evolving to have a positive, inspiring impact.

Mosseri has also mentioned that launching new features for creators is Instagram’s top priority for the year. “Another focus is developing the platform for teens,” Mosseri adds.

What do you think of this new Instagram feature? Do you think Instagram is having more of a positive impact on its community than years ago? Who CAN’T you wait to Subscribe to?!

Comment and let’s have a conversation!

Previous
Previous

Beyond the Numbers: 3 Tips for Working with Social Media Algorithms