A small handful of Instagram content creators can now directly charge followers a monthly subscription fee for exclusive content and benefits in the latest shakeup to impact the ever-evolving digital creator economy.
The move comes amid renewed scrutiny of the tech giant’s influence and reach.
Instagram's parent company Meta announced the news in a company blog post, saying it is part of an effort to help enable creators to make a living through its platforms. Meta-owned Facebook launched a similar subscriptions service in 2020 and is now rolling the service out as a test on Instagram after positive feedback from Facebook content creators.
Meta previously said it would not collect any fees from creators on Facebook Subscription purchases until 2023 at the earliest, and said this will also apply to Instagram Subscriptions."With Instagram Subscriptions, creators can develop deeper connections with their most engaged followers and grow their recurring monthly income by giving subscribers access to exclusive content and benefits, all within the same platform where they interact with them already," Meta stated.
The test of subscriptions on Instagram rolled out Wednesday with a small handful of creators, who can set a monthly price of their choice, unlock a"subscribe" button on their profile and offer new benefits to these subscribers including exclusive Instagram Lives and Stories. Content creators will also see a subscriber badge next to comments and messages from their subscribers to more easily identify them.
Meta alone said last July that it plans to invest more than $1 billion in programs"that give creators new ways to earn money for the content they create on Facebook and Instagram."
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