Nearly two years after the launch of Instagram Subscriptions, how are they working out, and are they worth it? The desire to monetize content isn’t something new, and this program from Instagram is a way for content creators to earn revenue.
Let’s review how it works, if it’s worthwhile, and more insights on this social media opportunity.
What You’ll Learn:
- Instagram Subscriptions: The Basics
- How Much Can You Charge for Content
- Instagram Subscriptions: Pros and Cons
- How to Set Up Instagram Subscriptions
- Instagram Subscriptions: Requirements and Restrictions
- What Kind of Subscriber-Only Content Should You Create to Keep Followers Engaged?
- Instagram Subscription FAQs
Our Expert’s Insight on Instagram Subscriptions
Our Senior Social Media Strategist, Josh Rohr, says, “Instagram subscriptions have evolved from a trend to a unique, indispensable tool for content creators and influencers. In an era where audience engagement is the ultimate currency, these subscriptions provide a direct channel to connect with your most devoted followers.”
The significance lies in the exclusivity it offers. Subscribers gain access to a world beyond what’s available to the general audience. It fosters a sense of belonging, deepening the emotional connection between creators and their community.
Furthermore, subscriptions diversify revenue streams. They provide a more stable income source compared to traditional ad-based models, reducing dependency on fluctuating algorithms.
In essence, Instagram subscriptions empower content creators to not only monetize their craft but also nurture a dedicated and loyal fan base. It’s a game-changer in the social media landscape, offering a win-win scenario for both creators and subscribers. Embracing this feature can elevate your digital presence and financial sustainability.
Everything You Need to Know About Subscriptions on Instagram
Using Instagram Subscriptions, creators can establish connections with audiences. It’s also a way to earn revenue from subscribers. Answers to all your burning questions about IG subscriptions await!
What Are Instagram Subscriptions?
Instagram Subscriptions are a tool for creators who make a living on Instagram. Initially, they were only available in the U.S. Meta broadened their availability in mid-2023.
The framework enables creators to earn a recurring monthly income in exchange for exclusive content with their most engaged followers.
There are several IG subscription features content types, including:
- Subscriber Lives: Content creators can use subscriptions to showcase Instagram Lives to subscribers. These are live streams that drive more engagement with audiences.
- Subscriber Stories: Creators produce stories just for their subscribers. Additionally, you can use interactive story stickers with your top followers.
- Subscriber Badges: These appear next to subscribers’ comments and messages so creators can quickly identify these people. It makes it easy to engage with them personally with thanks, shoutouts, or other recognition.
- Subscriber Posts: These are posts that only subscribers can access.
- Subscriber Reels: These are reels exclusive to subscribers.
- Subscriber Social Channels: Creators can establish multiple exclusive channels for subscribers with a limit of 250 participants.
- Subscriber Broadcast Channels: These are a public, one-to-many messaging tool that creators can launch to engage with followers at scale. Creators use these for updates and pools.
How Do Instagram Subscriptions Work?
It works like any subscription you would create for content. Followers pay creators a monthly charge. It’s an in-app purchase for a user.
Instagram must make a creator “eligible” before creating a subscription. The option appears on the Professional Dashboard. If you don’t see it, you can apply for it.
As a subscriber, you would see the Subscribe button at the top of a profile. You’d then click it and make the in-app purchase, which will recur monthly.
Why Should Use Instagram Subscriptions? Who’s Subscribing?
An Instagram Subscription can be a lot of work, so is it worth it? If you have a loyal following and the time to develop content regularly and monetize it, you can be successful.
Subscriptions on Instagram are ideal for developing strong connections with people you regularly interact with on the app. If that fits your brand, and you have the capacity, it could be worthwhile. Instagram is a great platform to do this because it’s the top social site for building relationships, according to a Meta-commissioned Ipsos study.
Additionally, Instagram has other user attributes that create a wide reach. Users spend over 30 minutes a day on the site. They’re looking for inspiration, products, knowledge, and connection as they scroll. With over 2 billion active monthly users that fall into all demographics, your niche audience is very likely on the app.
Who’s watching these? Often, it’s people who want to learn from creators and believe there is value in exclusive content. A lot of times it relates to a goal, like training for the next Ironman or mastering cake decorating.
There’s a niche for everything on Instagram, and if you have the eyes and ears of those within an industry, hobby, or other pursuit, IG Subscriptions could be lucrative.
Why Use Instagram Subscriptions?
The goal of Instagram Subscriptions is to help content creators earn money. Beyond monetization, creators can expand their brand and build a community.
A few of the key features available through subscriptions on Instagram include:
- More predictable revenue: Users can create consistency in their income. Growing subscribers keeps revenue increasing each month.
- Audience support: Content creators can foster a community, and the exclusivity angle is a way to reward them for contributing to your channel.
- Expanding your brand: As your subscription numbers increase, so does your brand’s visibility. What you start on Instagram can enable you to become an influencer and expert on an even bigger stage.
- Testing content ideas: Before you go broad, you can test-run different types of content. See how your loyalist followers react before you make it part of your regular cycle.
How Much Can You Charge for Exclusive Content
For subscribers, costs vary depending on what creators set, and they can do so. Most are $0.99, $1.99, $2.99, $4.99, or $9.99. Some may charge as much as $19.99, $49.99, and $99.99. These are monthly charges.
Instagram states that 100% of the revenue subscribers pay goes to creators during Instagram Live, minus any applicable taxes or fees. It also notes that Google and Apple deduct 30% of all in-app purchases, but Instagram doesn’t receive a portion.
Instagram Subscriptions: Pros and Cons
So, what are the pros and cons of IG Subscriptions for creators and subscribers?
Pros for Creators
- You can increase online revenue in a way that’s predictable and doesn’t include extra fees.
- Keeping followers engaged with exclusivity can deepen connections.
- It can drive traffic to your website with links in Instagram content for more monetization opportunities.
Pros for Subscribers
- You’ll have access to exclusive content and give your favorite people a reason to keep making more.
- You can support people that inspire you and learn from them.
- It’s nice to be part of a special community.
Cons for Creators
- It’s easy to get burned out with so many content requirements beyond your standard stories, which may leave little time to focus on other initiatives.
- You can’t use the content in exclusives in other channels.
- The Apple and Google fees take a bit out of your revenue.
Cons for Subscribers
- You may experience follower fatigue if you subscribe to and follow many people, which could be overwhelming and not beneficial.
- Content may not drop in quality and frequency, meaning you’re getting little for your investment.
- Monthly fees add up, and you may find it too expensive over time.
How to Set Up Subscriptions on Instagram: The Logistics
The IG Subscription feature is easy to set up. Here are the steps:
- Open the professional dashboard on Instagram. Check to see if “Set up subscriptions” is present. If not, you’ll need to apply.
- Click the “Set up subscriptions” button to enter the onboarding flow.
- Tap “Next.”
- Read through the terms and agree to them.
- Enter your business information.
- Add a way to get paid.
- Set the monthly price.
- Hit “Publish” and then “Create.”
After you set up Instagram Subscriptions, your Instagram followers will receive a notification within three days. It will let users know they can subscribe to access more benefits. This will help boost subscriptions and your earnings.
Instagram Subscription Requirements and Restrictions
From the creator’s standpoint, you must meet these requirements:
- Comply with IG Community Guidelines.
- Adhere to IG Content Monetization Policies.
- Be 18+ years old.
- Have 10K followers or more.
- Live in an eligible country.
Review all eligibility requirements here.
What Kind of Subscriber-Only Content Should You Create to Keep Followers Engaged?
You produce lots of content types to connect with subscribers. It depends on what your expertise is and what followers want to see. Here are some examples:
- Coaching: Business, social media, and life coaches often offer private coaching to subscribers. This will encourage more people to subscribe if they like your services. You can also learn from your experience to continue improving these skills.
- Private classes: Creators can teach many skills they specialize in to educate audiences, including art, dancing, fitness, photography, cooking, or crafts.
- Behind-the-scenes looks: Whether you’re an individual content creator or part of a team, behind-the-scenes footage appeals to audiences. You could show you and your crew setting up through time-lapse footage. This could be impressive if you develop unique and elaborate set pieces.
- Ask Me Anything events: Host candid Q&As for followers where they can ask you anything. It showcases authenticity and genuineness, which audiences crave.
What Kind of Subscriber-Only Content Should You Create to Keep Followers Engaged?
Adding more subscribers means more revenue. You’ll need a specific strategy for this outside of how you gain followers. Here are some tips:
- Publish a promo video: introduce and hype your subscription offering.
- Turn on offers in your dashboard: Instagram gives you these options—the next five people who subscribe receive 50% off or a free month to get started. Put these in your promo content.
- Encourage current subscribers to bring their friends: If they do, you could give them a shoutout or another perk.
- Be consistent with content and ensure it’s relevant: Good content will earn you more subscribers.
- Create a content preview: This would show followers what they can expect if they subscribe.
Instagram Subscription FAQs
1. What distinguishes Instagram Subscriptions from other platform monetization strategies?
You control the content and set the price. Also, Instagram doesn’t take a portion of your revenue.
2. How do Instagram Subscriptions impact overall engagement and follower count?
IG Subscriptions allow for deeper connections with your most engaged followers. It should increase it, and as your subscribers interact with you, their followers and friends will notice, which could increase your numbers.
3. How does Instagram’s algorithm treat subscriber-only content?
The Instagram algorithm doesn’t apply to subscriber-only content. Subscribers get alerts when exclusive content is available.
4. Are there specific industries or niches that benefit more from Instagram Subscriptions?
Instagram Subscriptions can work for many types of brands. The key is that the content has to deliver value to an audience. There is much variety in high-performing creators. A niche can be a winning formula if you are an expert or well-known in an area that few people have knowledge of but want to learn about.
5. What are the best practices for promoting subscriber-only content?
Instagram recommends using Subscriber Chats often as a “megaphone to share updates and social chat.” They also say engagement with subscribers by prioritizing their comments works well. Another tip they give is to survey subscribers to see what they want.
6. How do Instagram Subscriptions affect influencer partnerships and collaborations?
If you have partnerships and collaborations, they can be part of subscriber-only content. You could tease a preview to all followers to prompt them to subscribe. It would need to be a special collab with promo codes or another incentive.
7. What countries can you get Instagram subscribers in?
Creators must be in the countries listed above. Instagram states that subscribers can be anywhere except Cuba, Iran, Ukraine, North Korea, and Syria.
8. How do you get paid?
You can set up different payment options, including direct deposit to a bank account or through a PayPal account.
Build a Social Media Marketing Strategy with Instagram
We’ve just covered all you need to know about Instagram Subscriptions. Now, it’s time to think about how social media is working for your company. Do you want more engagement, website traffic, and revenue? Our experts can help with many other ways to leverage Instagram including Instagram for business.
We can support your brand in many ways to ensure Instagram and social media deliver results. Contact us today to chat.