Facebook is testing Instagram subscriptions in the US. CEO Mark Zuckerberg said trials started on 20 January, and that they will look at new ways for creators to make money. “This will help creators earn more by offering benefits to their most engaged followers like access to exclusive Lives and Stories,” he wrote.
Instagram Subscriptions will be tested by a handful of US-based creators, Variety reported. These will be able to set a monthly price of their choice and unlock a “subscribe” button on their profile. The program will let creators select from eight different price points, from USD 0.99 to USD 99.99 per month.
The company identified a few of the US Instagram creators who are part of the subscriptions test, including @alanchikinchow, @sedona._, @alizakelly, @kelseylynncook, @elliottnorris, @jordanchiles, @jackjerry, @bunnymichael, @donalleniii and @lonnieiiv.
Instagram Subscriptions will let creators offer certain content only to subscribers, include livestreams, IG Stories and subscriber badges.
Variety noted that Facebook launched a subscriptions programe in 2020 but that it said last year that it would not collect any fees from creators on Facebook or Instagram subscription purchases until 2023 at the earliest.
Facebook Subscriptions creators could from December 2021 download the emails of new subscribers (who gave their agreement) and so maintain a relationship off-platform. Creators can now also use a personalized link to promote their subscription, allowing them to keep all of the money they earn, excluding taxes.
Zuckerberg previously announced a plan to pay out USD 1 billion to creators on Facebook and Instagram through the end of 2022. As part of that, select Facebook Subscriptions creators were invited to participate in a bonus program that rewarded them for adding new subscribers.
