With the growing popularity of Instagram Reels and IGTV, Instagram is set to launch an unexpected feature: subscriptions. Yes, you heard that right. This new feature will allow creators to share exclusive content available to subscribers only—and it’s been long awaited.

Mark Zuckerberg first announced this feature back in 2020 for Facebook (now Meta, of course), ultimately holding off on implementing fees for subscribers until at least till 2023. It looks like this feature is belatedly in its final stages before launch.

What’s in it for the creators?

Facebook Subscription makers have been able to download and store all the emails of new subscribers (who have opted to disclose their email addresses) since December 2021, allowing them to communicate on and off the platform. There’s also money from Facebook up for grabs: Zuckerberg stated that he intends to pay $1 billion to Facebook and Instagram content creators by the end of 2022 to attract new subscribers. Creators will also be able to promote their subscriptions using a personalized link that lets them keep 100% of the money they make, excluding taxes.

Creators seem to be quite pleased:

Having subscriptions on Instagram makes building a more intimate relationship with my followers and fans possible. I am so excited to nurture those connections and make a lasting impact that will help keep my work sustainable.

– @bunnymichael

Image: Instagram Business Team

What do marketers have to say?

Marketers see a few potential opportunities with these new features. Some say the success of this feature won’t be evident until it becomes one of Instagram’s top features. Once it’s fully rolled out to everyone and more creators are benefiting from it, that could change.

Brands will need to consider this feature in their influencer marketing strategies, social media strategies, content strategies, and more. There will be much to consider in the coming months as the subscriptions feature gathers pace. Stay tuned for our insights and advice!

Until then, you can see some subscription creators in action: @alanchikinchow, @sedona._,@elliottnorris, @jordanchiles, @jackjerry, @donalleniii, @lonnieiiv