In January of this year, Meta officially launched the Subscriptions feature on Instagram, similar to the model developed for Facebook in 2020.
Last week, Instagram content creators who use this tool to monetize their efforts received access to new features. Check out what’s new:
What are Instagram Subscriptions?
As previously mentioned, Instagram Subscriptions is a feature developed by Meta with the aim of helping content creators monetize their actions, whether through partnerships or audience support. According to the official statement:
“At Meta, we’re passionate about helping creators earn money on our platforms. To that end, we’ve built a suite of tools that allow them to do so through audience support, brand partnerships, and earning tunisia whatsapp data money from advertising or bonuses directly from Facebook and Instagram.”
With this feature, creators can create communities within the platform and set a fixed monthly fee for their followers to join. For subscribers, the benefits of this community include:
live broadcasts for subscribers: live broadcasts for subscribers allow for closer interaction between creator and follower;
Stories for subscribers: This allows creators to share exclusive content and use interactive stickers in Stories only with their most engaged followers;
Subscriber badges: Creators will see a subscriber badge next to comments and messages so they can easily identify subscribers.
Initially, the tests were limited to a small group of American influencers, and Meta promised that by 2023, creators would not be charged any fees for purchases of Facebook or Instagram Subscriptions.
Now, as testing progresses, the same features are available to “tens of thousands” of creators in the US.
Recent Releases
Last week, through the profile of Instagram head Adam Mosseri (@mosseri), updates to the Subscriptions feature were announced, which include:
chat for subscribers: messenger system with messages that disappear after 24 hours;
exclusive reels and posts for subscribers;
Subscribers page: creation of a separate tab, only for profile subscribers, where exclusive feed content will be located.
In the announcement video, Adam explains that content creators are businesses and need steady resources to generate income. Therefore, the new features create more connection between subscribers and creators, in addition to establishing new ways for the latter group to consider Instagram the best platform to create.
How can this resource be used in your Digital Marketing strategy?
People are hungry for experiences, especially experiences that trigger exclusivity in them. The Subscriptions feature allows content creators to offer their audience the chance to be part of a select community of followers, who are more engaged and, therefore, rewarded with exclusive content. All this, without leaving Instagram.
How can brands explore?
While this is a feature aimed at content creators, individual brands can benefit from these tools just as much. A survey conducted by Cheetah Digital shows that 78% of consumers surveyed have a favorite brand.
Furthermore, 71% of them are open to more loyalty programs and 42% are willing to interact with their favorite brands on social media. In other words, this data shows that brands can take advantage of the Subscriptions feature, just like creators, to offer exclusive content and offers to these consumers.
What are the possibilities for using Instagram Subscriptions in Launch strategies?
Instagram's goal with the Subscriptions feature is to offer a reliable source of income and monetization of creators' content on the platform, but this can also be an opportunity for those who intend to launch or already work with information products.
A large part of the launch strategy consists of building a base of leads that, in a way, end up becoming a support community for the information producer. This base is largely acquired through social networks.