Instagram is testing subscription options that will allow creators to make exclusive content for their subscribers and provide a new revenue stream.
The app has added in-app purchases, priced from £0.73 to £3.70. These currently include exclusive stories and live videos, unavailable to non-paying members. The full rollout date is yet to be announced.
Earlier, the most common method for monetisation was brand collaborations, however, that was arranged by creators and Instagram played no part. The move would provide the first native monetisation method on Instagram.
Adam Mosseri, head of Instagram, told The Information that they are exploring the idea of subscriptions and “being able to subscribe to some differentiated or unique or exclusive content actually feels more additive as a fan than seeing an ad.”
We asked Instagram content creators if they would prefer a subscription option for their followers or sponsored (branded) ads:
Instagram’s parent company, the recently renamed ‘Meta’, has been revamping monetisation avenues across its platforms. There are reports of a new subscription feature for Facebook Groups as well.