Instagram launches paid subscriptions

Posted Jan 20, 2022, 6:41 PMUpdated Jan 20, 2022, 6:53 PM

The battle to attract talent is raging on social networks. And the upcoming American giants are competing in initiatives to encourage them to and stay on their own platforms.

Latest, that of Instagram. The photo and video sharing application owned by Meta (Facebook) has announced that it allows the possibility of leading influencers to offer paid subscriptions.

Creators “need predictable income”, explained Wednesday in a video by Adam Mosseri, the boss of the platform. “And subscriptions are one of the best ways to have predictable revenue, which doesn’t depend on viewership which inevitably varies from publication to publication. »

Paid subscribers will have access to exclusive “stories” (ephemeral publications) and “live”. They will also benefit from a particular symbol so that creators can more easily identify their comments and thus develop interactions. Subscription prices range from $0.99 to $99.99.

No commission

For now, these subscriptions are only available in the United States, but the goal is to open them to other markets. The American media cite, for example, the accounts of Aliza Kelly (astrologer and author of bestsellers), Bunny Michael (artist, musician), Jordan Chiles (athlete), among those who offer this offer.

This announcement complements other Meta initiatives and projects moving in the direction of direct monetization, in order to better face competition from other giants such as YouTube or TikTok.

In 2018, the social network opened up the possibility for users to offer paid subscriptions to their fans in exchange for direct interactions or exclusive content. And the Covid-19 epidemic has prompted Mark Zuckerberg’s group to expand this range with paid live events: concerts, cooking classes, interactive conferences…

Last summer, the Californian firm also announced that it wanted to distribute more than 1 billion dollars to content creators by the end of 2022 (compensation programs, aid funds, etc.).

Above all, Meta committed last year not to take any commission on paid events and other fan subscriptions on Facebook and Instagram until 2023. This will therefore apply to this new offer.

Twitter has also launched paid subscriptions

Social networks, whose economic model is based on advertising revenue, have deployed several remuneration techniques in recent years. They allow platform professionals to diversify their sources of income, beyond advertising revenues: contracts with brands, sales of sports and educational programs, etc.

Among recent initiatives, Twitter launched Super Follows last September: American content creators (artists, influencers, etc.) can offer a monthly subscription to give access to exclusive content (first tweets, but also audio , etc.), via subscriptions between $2.99 ​​and $9.99 per month. Contacted, the microblogging site, which takes a small commission (3% up to a certain level of income), does not give an assessment of this initiative at this stage.

The blue bird firm had also launched Tips, so that users could make donations to creators. Similarly, the Twitch platform offers users to subscribe to their favorite channels and make donations.

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