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Instagram Subscription Feature Spotted in India, Allows Users to Pay for Exclusive Content

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Highlights:

  • The Instagram testing feature lets creators charge subscription fees.
  • The announcement comes amid a wave of investments in the creator economy.
  • Subscriptions will solve two problems that creators face.

Instagram is testing three new subscription features under which followers can pay a fee to access content that a creator shares. The company is launching a new paid subscription feature for creators today within its iOS and Android apps. With this new functionality, Facebook is targeting potential competitors like OnlyFans that continue to see growth.

Despite Facebook’s dissatisfaction with the App Store, they are using Apple’s in-app purchases system for these subscriptions. With that, Apple will gather 30% of all subscription fees. Facebook says that they are developing a way for creators to see “how much they pay to Apple.” A subscription includes access to special exclusive live broadcasts, stories that can only be seen by subscribers, and a badge that will appear next to comments and messages that denote, that you are a subscriber.

The Instagram new subscription model

Instagram CEO Adam Mosseri has said that, 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. The subscription pricing is displayed in rupees, with differing prices — Rs. 89, Rs. 440, and Rs. 890 a month.

According to Marvinkurve, subscriptions will solve two problems that creators face. “One, the creators need to find a reliable source of monetization so that they can continue to create content that they love. Two, many people from the audience want to support creators but they don’t know how to.”

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.

The announcement comes as fellow social media giant Twitter recently announced a similar subscription business model for users, and as Meta and more social media platforms have invested heavily in content creators for their platforms.

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