[eMarketer] Instagram tests creator subscriptions as it navigates a changing influencer landscape

Instagram is testing “Instagram Subscriptions,” a feature that would enable users to access exclusive content from creators in exchange for a monthly fee, per a company announcement.

The test is currently available to a small number of creators in the US, although Instagram says it plans to expand access to more content providers in the next few months.

Subscriptions have been available to Facebook creators since 2020.Creators decide how much they want to charge, while subscribers get three main benefits:

Access to exclusive Lives

The ability to access and share exclusive Stories, and to use interactive story stickers

Subscriber badges that enable creators to hone in on these users’ messages and comments

According to eMarketer, until recently, Instagram dominated the influencer economy: In 2021, 97.4% of influencer marketers used the platform. But with TikTok’s rise, as well as the launch of creator funds from YouTube and other social media companies, Instagram’s position has become shakier.

In June 2021, Instagram launched a bevy of tools to enable creators to sell their own merchandise and use affiliate links, while also giving their supporters the option to buy badges on livestreams.

Both TikTok and Twitter added tipping capabilities to their platforms last year. Twitter is also testing “Super Follows,” a subscription service that gives paid users access to exclusive content and previews, among other perks.

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