Instagram launches early test of creator subscriptions in the US • TechCrunch | Tech Reddy


Instagram is giving creators more ways to monetize with the launch of Instagram Subscriptions today. The feature, which appeared on the App Store in November, is now being tested with a small group of US manufacturers who can allow their students to access videos and exclusive Instagram Live stories. Subscribers also receive a special badge to help them stand out in the news section and inboxes of producers.

At launch, only 10 US creators have joined the new feature, because Instagram considers this an “alpha” test to provide feedback from fans and creators, and then change.

Currently, the list of alpha producers includes actor and influencer @alanchikinchow; basketball player @sedona._; astrologer @alizakelly; dancer/actress/model @kelseylynncook; digital producer @elliottnorris; Olympic silver medalist @jordanchiles; actor and producer @jackjerry; spiritual teacher and artist @bunnymichael; XR creator @donalleniii; and digital producer @lonnieiiv.

Through a subscription product, creators can choose their own price for access to their exclusive content. There are eight pricing options to choose from, ranging from $0.99 per month to $99.99 per month, depending on how much the creator thinks their content is worth. Most developers start at the bottom of that range, at prices like $0.99, $1.99, $2.99, $4.99 or even $9.99 per month, before trying higher prices like $19.99, $49.99, $99.99. or monthly.

Once subscribed, users can access previously subscriber-only content, such as Stories saved as Tags, for example. They will be exposed to exclusive ads, and they will be able to connect more deeply with the creators because they will have a smaller audience. In subscriber-only content, marked with a purple ring, creators may share things like behind-the-scenes stories, exclusive polls, and more. Subscriber icons, also purple, help fans stand out from the crowd and help them identify the creator’s message request folders in the inbox. .

Image Credit: Instagram

Although the news came out Instagram is developing technology to prevent private content of creators from photography, Instagram said that such technology is not available in this first test phase. However, redistributing content is a violation of its rules, and creators are encouraged to report whoever is photographing or writing their content.

There is no separate section for Subscriptions in the developers’ analytics dashboards during the initial tests. But Creators can access their estimated earnings from subscriptions, total subscribers, new subscriptions and cancellations from their Subscription Settings. They can’t carry subscriber lists or other types of data, but Instagram says it hopes to create tools that will allow creators to connect with subscribers “off-board” in the future. now.

For fans, signing up for a subscription to their favorite creators is done through traditional in-app purchases across iOS and Android. And now, Instagram does not take the products of the creators.

“We’re like all Metas – we’re not getting a feature update until 2023,” said Instagram’s vice president of Product, Ashley Yuki. “Our main goal here is to help producers make a living…We’re trying to think of all the ways we can create revenue streams where possible.”

Of course, Instagram isn’t just trying to help creators make a living. It is also trying to establish its platform against the threat of competition, even from TikTok, which has increased the number of creators who are looking to reach the young people, Gen Z next. You can also find other big tech competitors, like YouTube and Snapchat, trying to appeal to TikTok users with short video products, like Instagram’s TikTok clone called Reels. Currently, Twitter has launched its own creator program with its Super Follow program, and many startups are working on services that allow creators to aggregate, track and monetize their followers. new ways.

The job in this area is to reflect the size of the market. The manufacturing economy is estimated to be less than $100 billion and growing. While Instagram (and Facebook) will delay collecting their marketing efforts for a year, Meta sees little investment in ensuring a large part of that circle going forward.

Despite the competitive landscape, Instagram believes its strength comes from the fact that it is no a new product.

“One of the big differences here for creators and fans is the convenience of the fact that you know how to use all this. You are on Instagram. And we hear a lot [about] the friction of doing ‘click out’. It may seem trivial. But in those moments, it can make the difference between someone jumping on your subscription or not,” Yuki says. “It’s good to just be at every point of the conversation and relationship, I think. We think that’s one of the biggest strengths of this for producers and fans,” he says.

Instagram Subscriptions is one way Meta works to help creators make money. Last year, Facebook renamed Facebook Subscribers to just “Subscriptions” and allowed creators to download their subscribers’ emails. Facebook Creators can also use personal links to promote their subscriptions. And across Facebook and Instagram, creators can participate in Meta’s $1 billion bonus program.

In time, it seems possible to combine Facebook and Instagram Subscriptions. If applicable, fans can also sign up on Facebook or Instagram – as well as websites, without paying App Store commissions. And those subscriptions can carry over to mobile apps. Yuki didn’t hesitate to think or ask.

“In this alpha, it has not been implemented yet. But that’s something we can think about in the future,” he said.

Meta CEO Mark Zuckerberg also announced the launch on his Facebook page today, saying that Subscriptions will “help creators earn more by providing benefits to their followers.” areas such as access to exclusive Lives and Stories.

“I’m excited to keep creating tools for creators to live creatively and put these tools into the hands of tomorrow’s creators,” he wrote.


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