Instagram opened the Creator Lab last March 2022. Such a feature enabled creator badges, creator subscriptions, and creator tags. Badges are special heart icons for tipping creators. Tags allowed creators to give credit to people who contributed to a post. Meanwhile, subscriptions have been under testing since January. Today, Instagram rolls out subscriptions.
Subscriptions are a new way for creators to connect with their loyal followers. These will include chats, exclusive content, and an exclusive tab on a profile.
Creators can now create a subscriber chat for up to 30 people. It can be created directly from the inbox or story. A new “join chat” sticker also allows subscribers to join. Here, participants can discuss the best life hacks, latest trends, passions, etc. It automatically ends after 24 hours.
A creator’s posts and Reels will now be displayed on a separate profile among subscribers. A purple crown badge indicates that they are exclusive content that can only be seen by subscribers.
Instagram is launching an exclusive tab for all subscriptions for a profile. It makes it easier to find exclusive content.
Instagram rolls out subscriptions on 14 July 2022.
Implications to Marketers:
Instagram subscriptions are a great way for marketers to partner with creators in promoting their offerings. Collaborating with creators in similar niches can potentially increase engagement and sales.