The trial run involves 10 U.S. creators who can offer such subscriptions to their followers. Instagram has stressed that this is an “alpha” test, and they will be seeking feedback on the feature from both creators and followers.
“Creators do what they do to make a living, and it’s important that that is predictable,” said head of Instagram Adam Mosseri, in a video shared on Wednesday. “Subscriptions are one of the best ways to have a predictable income—a way that is not attached to how much reach you get on any given post, which is inevitably going to go up and down over time.”
The accounts offering the feature at the moment include actor @alanchikinchow, Olympic silver medalist @jordanchiles, dancer @kelseylynncook, and gymnast @jackjerry, among others. Instagram is giving creators eight different price points, from $0.99 per month up to $99.99 per month.
Subscriptions will allow followers to get access to subscriber-only Instagram Stories, saved Highlights, and exclusive live broadcasts. Fans will get subscriber badges when they comment on such content, making it easier for creators to identify them.
In a message shared on his Facebook page, Meta CEO Mark Zuckerberg wrote that the subscriptions will allow “creators [to] earn more by offering benefits to their most engaged followers.”