Spotting subscription options popping up in your Instagram feed?

It might have you wondering what they are – and if you should be using them for your brand. Never fear, our quick blog will bring you up to speed with this fancy feature.

What are Instagram subscriptions?

Just like the name suggests, this feature lets you subscribe to paid content from your favourite Instagram creators. First rolled-out on Facebook, it lets you get extra special attention from the personalities you love.

Who is it designed for?

Designed for content creators, it provides the opportunity to generate a regular income stream. To achieve the best results, you need to have:

  • A substantial number of followers
  • Already done the work building a relationship with them
  • A reason to entice them to subscribe for your content – exclusivity is key!
  • Realistic pricing to suit your market

We’ve seen the rise of Patreon among some Kiwi influencers over the past year. It’ll be interesting to see if subscriptions can achieve better penetration.

What content can you access?

Creators can use a variety of content options to entice subscribers – including exclusive:

  • Chats
  • Posts
  • Reels
  • Lives

Here’s an example from one of our favourites – the uber talented @thecaker.


How can you tell who’s subscribing?

Similar to the verification icon, a subscriber gets a special badge icon. It’s shaped like a crown, so you feel extra special.

The icon is displayed next to your username, so creators can easily spot who’s deserving the VIP treatment.

How much does it cost?

Getting the pricing right is key in order to generate a sustainable income source – and each creator can choose what they charge.

Payment is made within the Instagram app, keeping things simple and user-friendly.

Meta has declared that they won’t deduct fees on this income until 2023. And, Mark Zuckerberg has even promised, that “when we do introduce a revenue share, it will be less than the 30% that Apple and others take.”

Let’s hold him to that!

Like more expert info on what’s happening on social?

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