Instagram is set to win back creators after TikTok hits the spotlight. The platform enabled badges, a special heart icon for tipping creators. It has also introduced bonuses programs and brand collabs for creator monetization. Today, Instagram launches creator subscriptions.
Instagram’s creator subscriptions are currently in limited testing to a small group of US creators. A “Subscribe” button will appear on their profile and link fans to the signup flow. Subscriptions can either be for badges, live streams, and stories. The charge is between $0.99 and $99.99 monthly. A purple crown will appear beside the subscriber in the comment section. It highlights fans’ story views and access paid live streams from their favorite creators.
Instagram launches creator subscriptions on 9 January 2022.
Implications for Marketers:
Instagram’s creator subscriptions are clearly new lures to win back creators. For marketers, they can be an opportunity to partner with more exclusive content. Such a strategy can create excitement for new customers and help in retention.