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Instagram has started testing out its new paid subscriptions features in the US

Instagram users in the United States will soon be able to subscribe to a select group of artists and influencers to have access to exclusive content and features. According to a blog post, the company is commencing a subscription test today, with additional authors to follow in the following weeks.

Subscribers will pay a monthly subscription to have access to subscriber-only content from their favorite creators, such as exclusive Lives and Stories. Subscribers will also receive a purple badge next to their username, indicating their level of commitment to the creator. Creators will be able to choose between price tiers ranging from $0.99 to $99.99 per month for their subscriptions. Instagram will not take a portion of creators’ subscription profits “until at least 2023,” according to co-head of the product Ashley Yuki.

The early test includes basketball player Sedona Prince, Olympian Jordan Chiles, and astrologer Aliza Kelly, among ten creators.

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“I’m excited to keep building tools for creators to make a living doing creative work and to put these tools in more creators’ hands soon,” Mark Zuckerberg, CEO of Meta, which owns Instagram, wrote in a Facebook post. Facebook also has its version of a subscription program for creators.

Instagram CEO Adam Mosseri said in a video today that subscriptions are “one of the finest methods” for influencers and creators to have a consistent income. Some creators have already begun to monetize Instagram features such as Close Friends by charging fans a fee for access to Stories off-platform. Instagram and Facebook aren’t the only firms launching subscription models to fight with TikTok; Twitter launched Super Follows in 2021, and some creators provide extra subscriber content off-platform on Patreon or Substack.

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Nivedita Bangari
Nivedita Bangari
I am a software engineer by profession and technology is my love, learning and playing with new technologies is my passion.

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