With Instagram’s new subscription feature, creators can charge their community to access exclusive Instagram content — like Reels or feed posts — opening up a whole new way to connect (and make money) on the platform.

“Subscriptions allow creators to earn recurring, predictable income and connect with their most engaged followers, by offering exclusive content and experiences — all in one place” according to Instagram’s creators account. 

Exclusive content may encompass posts, lives, stories, reels, badges, group chats and broadcast channels. As part of the new feature, creators can also add a “Subscribe” button to their profile, and set a monthly price for exclusive content – a very Patreon-like concept. 

In regards to who is eligible for this feature, it currently only encompasses eligible creators in the US, with tests to follow for creators in the UK, Canada, and Australia. The creators must meet certain criteria; 

  • Have over 10k followers
  • Have a professional account (here’s how to switch to an Instagram Creator profile)
  • Meet Instagram’s Partner Monetization Policy
  • Adhere to Instagram’s Community Guidelines
  • Be over 18 years old

According to TechCrunch, creators can select from eight price points for subscription content, ranging from $0.99 per month to $99.99 per month. The best news of all is that, for now, Instagram is taking a ZERO percent cut. Subscription payments will be taken via traditional in-app purchases across iOS and Android.

This smart decision from Meta’s most visual sector tells us that Instagram is putting the creator economy centre stage and Instagram Subscriptions are simply another way to make the app more monetizable for creators (especially with competition from TikTok, YouTube, and other platforms).

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