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January 19, 2022

Introducing Subscriptions: Helping Creators Earn Recurring Monthly Income on Instagram

BY: Instagram Business Team

San Francisco, CA

Creators inspire people around the world with their talents and push culture forward every day. At Meta, we strongly believe in enabling creators to make a living through our platforms and have built a suite of tools to allow them to do that—helping them get support from their audience, partner with brands and earn money from advertising or bonuses directly from Instagram and Facebook.

We’re excited to introduce our newest monetization feature: Instagram Subscriptions.

Introducing Instagram Subscriptions

In 2020, Facebook launched Subscriptions, which has helped creators build sustainable businesses powered by the support of their communities. Based on strong creator feedback, we’re ready to now bring this business model to creators on Instagram. 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.

example of Instagram Subscriptions

Starting today, we’re beginning to test subscriptions with a handful of creators who will be able to set a monthly price of their choice, unlock a “subscribe” button on their profile and offer the following benefits to their subscribers:

Subscriber Lives: Creators can broadcast exclusive Lives to their subscribers, allowing them to engage more deeply.

Subscriber Stories: Creators can create stories just for their subscribers, allowing them to share exclusive content and to use interactive story stickers with their most engaged followers only.

Subscriber Badges: Creators will see a subscriber badge next to comments and messages so they can easily identify their subscribers.

While the feature will only be available to a limited number of U.S. creators during this initial test, we have plans to expand access to more creators over the next few months. If you want to see Subscriptions in action, you can follow and subscribe to these creators: @alanchikinchow, @sedona._, @alizakelly, @kelseylynncook, @elliottnorris, @jordanchiles, @jackjerry, @bunnymichael, @donalleniii and @lonnieiiv.

example of Instagram Subscriptions

“Having subscriptions on Instagram makes building a more intimate relationship with my followers and fans possible. I am so excited to nurture those connections and make a lasting impact that will help keep my work sustainable.”
- @bunnymichael

Earlier this year, as part of our continued commitment to supporting creators, we shared that Meta would not collect any fees from creators on Facebook Subscriptions purchases until 2023 at the earliest, and this will also apply to Instagram Subscriptions. Additionally, we believe that creators should know their audience and have more control over their business. We hope to build the tools to allow them to also directly connect with their audience off platform in the future.

Facebook Subscriptions Updates

In November 2021, we announced that Facebook Fan Subscriptions would be renamed to Subscriptions, alongside several exciting updates:

  • Delivering greater creator control: As of December, Subscriptions creators can download emails of new subscribers (who have agreed to share their email addresses) so they can maintain a relationship off of Facebook.
  • Helping creators keep more of what they earn: Creators can now use a personalized link to promote their subscription that allows them to keep 100% of the money they earn, 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.
  • Bonus programs: 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.

We continue to invest in these tools and will have more exciting updates to share in the coming months.

BY: Instagram Business Team

San Francisco, CA