Instagram Announces Subscription Option For Creators Wants Them To "Own" Their Relationship With Subscribers

author image Written by: Rabije Gashi Corluka           Categories - Social Media

The head of Instagram, Adam Mosseri, went to Twitter and announced a new feature for the app. This time – subscriptions.

This is part of the plan of Instagram’s “building for teens and creators”, that Mosseri announced at the beginning of the year. Subscriptions are of course targeted for creators, in the hope it will bring them a “predictable income”.

Currently, the feature is in its test phase, meaning it is only available for a few creators and three major integrations in the US.

“Subscriptions are one of the best ways to have a predictable income – a way that is not attached to how much reach you get on any given post, which is inevitably going to go up and down over time,” – said Mosseri.

The subscription feature currently offers Subscriber Stories, Subscriber Lives and Subscriber Badges.

  • Subscriber Stories

Allows the creators to share a particular story just to their subscribers who will get exclusive access. They’ll be marked with a purple ring to let subscribers know the story has limited access and can only be seen by them.

  • Subscriber Live

A creator can go live just to their subscribers – just like with the stories.

  • Subscriber Badge

Every subscriber will get a purple indicator (a crown) so that creators can identify them in comments, DMs and anywhere else on Instagram.

Instagram Supscription Screenshots_PHOTO: Instagram

Mosseri says he hopes to expand these features over time “because it’s important that the subscriptions are integrated throughout the entire Instagram experience”.

Instagram also thinks creators should “own” their subscribers and want them to be able to take their subscriber list and bring them off of Instagram to other apps or websites that don’t necessarily have to be built by Facebook. To achieve that, Instagram is trying to figure out a way for creators to do so.

Why Is This Happening?

It is safe to assume that Instagram is trying to offer more monetization possibilities for creators to prevent them from leaving to Youtube and TikTok. Instagram is giving them the option to develop a deeper connection with their most engaged followers, but also bring them a recurring monthly income.

The parent company, Meta, says it won’t be taking any cut of the fees from subscriptions till at least 2023. Google and Apple, however, will deduct 30% of all in-app purchases in fees.




Rabije Gashi Corluka

Rabije always enjoyed finding different angles to a story, so it’s not surprising her curiosity influenced a move to a new continent, widening her perspective. She enjoys hearing people's stories and learning about different cultures and places - but most of all, she loves putting her thoughts on a piece of paper. Her love for writing led to her studying Journalism and PR, but she actually became a storyteller during her radio-hosting era. Now, she uses her skills, experience, and love for writing to help your brand stand out.

Instagram Introduces Digital Collectibles


Instagrams’s NFT display options are finally getting their initial release, almost a year after they first started working on it.

Instagram chief Adam Mosseri announced that the company is holding initial testing of its new NFT features with a select group of US creators. Integrations will be offered for Ethereum and Polygon, with Flow and Solana to follow. To verify ownership, NFT owners will be able to connect their Rainbow, Trust Wallet, and MetaMask accounts. Instagram says that there will be no fees associated with posting or sharing a digital collectible on Instagram.

Digital Collectibles Feature

The feature includes:

  • Connecting a digital wallet – after connecting their wallets, creators and collectors will be able to choose which NFT from their wallet they want to share on Instagram
  • Sharing digital collectibles – once shared, the digital collectible will have a shimmer effect and will be able to show public information, like the description of the NFT.
  • Automatic tagging of both the creator and collector – if their privacy setting allows it, both creators and collectors can be automatically credited in the digital collectible post.
Photo Source: Instagram Official Blog

Users will be able to show their NFTs on the main feed, within Stories or in DMs. there will also be a new tab added, that will have a tick inside of a hexagon which will mean that the NFTs are verified. The same hexagon tick will be included on NFT images within the main post feed.

Photo Source: Instagram Official Blog

Eventually, Instagram plans to integrate bidding into the process as well.

All of this seems like a great effort to keep up with the market even though the NFT trading has been declining recently. According to a recent report in The Wall Street Journal, NFT sales declined by 92% since September, while active wallets declined by 88% since November.

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How Instagram Is Trying To Appeal To A Younger Audience


You can’t say you haven’t noticed how Social Media networks are trying to get closer to the Tik-Tok style and adapt to the younger audience. And who can blame them?

Facebook, now called Meta, is famous for its revolutionary changes, but as Instagram chief Adam Mosseri said, they now want to switch their focus on simplicity and craft.

That led them to add a new change on Instagram – minute-long stories. The stories will no longer be fragmented into 15-second parts when posted. Reportedly, that is “highly requested by their community”.

It looks like Instagram will now resemble Tik-Tok more – we’ll be able to see a lot more videos on the feed. Feed posts, Stories, and Reels can now be of the same length, while IGTV will be going into retirement.

This means that you will soon be able to post whole Reels in Stories, share ordinary videos as Reels, and, of course, post a Story.

According to this source, this also means that, whenever you record a video in the app itself, Instagram will now automatically publish the video as a Reel, but also show it on your profile and on your followers’ feed. So, the goal here is to increase video circulation on the platform to appeal to new, young followers.

Of course, the biggest difference is that Instagram is limited to showing the videos only to your followers, as opposed to Tik-Tok that can show your content to the whole world.

The biggest difference in Instagram as we know it, however, is that this social network is no longer just a digital photo album. It’s a platform that wants to entertain its users.

What does that mean for you?

Some app users will not like this change and you will have to find a way to adjust your social media strategy to your followers, but also use the situation the best you can – to best suit your business.

Video will now be a primary component in your social media strategy, which means you have to consider how long your audience’s attention span is. How many seconds do you have before they give up watching your content?

That being said, even though the attention grabbing period is shorter, the videos are getting longer – keep this in mind when creating another post.

The Takeaway

Video, video, video. As always, you need to know your audience and the platform you use if you want to put together a successful strategy. That’s why it is very important to take everything into account – the length of the video, the quality of the content, and your followers’ interests. Combine all and connect it with your company and products. It will take time for users to get used to the changes, but if you play it smart – it will be worth it.

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