Meta have introduced Instagram Subscriptions to help content creators make a living through the social media platform.
They have built a suite of tools to allow creators to get support from their audience, partner with brands and earn from advertising from their platforms.
Facebook first launched the monetisation feature back in 2020, and after feedback from content creators the business model is ready to take on Instagram.
Instagram Subscriptions will allow creators to develop connections with engaged followers and generate a monthly income by giving subscribers access to exclusive content and members-only benefits through the popular platform.
Test subscriptions have already began with a small batch of creators, they will be able to set their choice of a monthly price, unlock a “subscribe” button on their profile and offer their paying followers Subscriber Lives, Subscriber Stories and Subscriber Badges.
For the initial test, the feature is limited to U.S. creators – such as @alanchikinchow, @sedona._, @alizakelly, @kelseylynncook, @elliottnorris, @jordanchiles, @jackjerry, @bunnymichael, @donalleniii and @lonnieiiv – but will expand to more in the coming months.
This comes after Meta announced it would not collect any fees from creators using Facebook Subscriptions purchases until 2023 last year, as a commitment to support their creators. This will also apply to Instagram Subscriptions.
Meta hopes creators will get to directly know their audience and have control over their business through the use of the with the Subscriptions tools.
In November 2021, Meta announced a series of updates to Facebook Fan Subscriptions, including a rebrand to Subscriptions.
They also announced greater creator control with access to emails of new subscribers to continue relationships off of social media.
Creators can now use a personalised link to promote their subscription that allows them to keep 100% of their earnings, excluding taxes.
In the coming months, creators will gain access to new metrics about their estimated earnings that will show where their purchases come from, estimated taxes and how much they pay to Apple and others in fees.
As part of Meta’s $1 billion investment in creators, select Subscriptions creators were invited to a bonus program that rewarded them for new subscribers. This was the first of several bonus programs for Facebook Subscriptions that will launch in the coming months.