Instagram Subscription Feature For Creators Explained

Key Takeaways

• To gain access to Instagram Subscriptions, you will first need to have at least 10,000 followers and a professional account.
• The pricing of $4.99 to $9.99/month is a sweet spot which is affordable for fans and a sustainable income for creators.
• At least 3-5 exclusive posts every week or subscribers will drop off fast.
• Keep in mind that your price could be as much as 30% higher when you take into account Apple and Google fees on in-app payments.
• Story Subscription Sticker is the quickest method to convert a follower into a paid subscriber.

Intro

Instagram Subscriptions are a feature that enables creators to monetize their content by charging subscribers a fee for access to exclusive content each month. Some of the posts, stories, sessions, and badges that fans unlock with their paid subscription are never visible to the non-paying followers. It’s similar to a membership, but fans must pay each month, and then they’ll only be able to view content that they are a part of.

This article details out the eligibility, different pricing tiers, the steps you need to take to set it up, what type of content you should put out, how you can market your subscription, pitfalls to avoid, and how Instagram Subscriptions stack up against Patreon. An Ontario revenue calculator and FAQ are included at the end.

What Are Instagram Subscriptions?

Instagram Subscriptions are payment-based, monthly membership featured products that will be inherent in Instagram. Subscribers pay a fixed amount monthly to get exclusive content streamed from a content creator of their choice.

This means that subscribers receive benefits that followers of the channel do not get. These benefits include exclusive stories, subscriber only-live sessions, exclusive posts, and even a purple subscriber badge in comments and DMs.

Creators receive a cut of the monthly revenue and receive compensation via Meta’s Payment System.

How Instagram Subscriptions Work

Subscriptions are set up by a creator choosing a cost every month, enabling the setting on their professional dashboard, and releasing brand-new content. Instagram changes the creator’s profile with a “Subscribe” button. The fans press the button, select the appropriate plan and make payment via the app.

When subscribed, fans will look at a purple crown next to them. People who regularly follow them always won’t see their exclusive content, which can be stories or their feed.

All of this mechat is handled from the Subscriptions section within creators’ pro dashboard.

Eligibility Requirements

Account Requirements

Using Creator Subscriptions requires a creator to have a professional account (creator or business) and agree to Instagram’s Partner Monetization Policies and Subscriptions Terms of Use and be at least 18 years old.

Follower Thresholds

In the meantime, creators will need to build a minimum of 10,000 followers in order to access Subscriptions on Instagram. On Instagram, however, they are trying out and rolling out this number. A number of creators with less followers are invited to join an early access program.

Content Requirements

To comply with the community guidelines, creators should share original content on Instagram. Because of a history of policy violations, accounts with such a history are not eligible.

Available Countries

Instagram Subscriptions are offered in the US, UK, Australia, Canada, Japan and other nation-states. Instagram adds countries to the list from time to time, so check the business dashboard to see if it’s included.

Pricing Tiers and Revenue Potential

Budget Tier: $0.99–$2.99/month

This tier is suitable for creators who are getting just started with video resizing or experimenting with it. Removes a step for fans from the steps of subscribing. Let’s make a creator with 1,000 subscribers at $0.99 per month have the earnings of about $990 monthly before fees.

Core Tier: $4.99–$9.99/month

The most prevalent deal is in the listed price range. “It’s a good balance between bringing in cash for the creators and cost to the fans. For a creator on 500 subscribers at $4.99 per month would generate at least before fees some $2,495/month.

Premium Tier: $15–$49.99/month

It is suitable for creators who have a very engaged audience or expertise in a particular niche. Consider the fitness instructor, the financial trainer or professional photographers that can provide assistance, in addition to fun.

Ultra-Premium Tier: $49.99–$99.99/month

Here’s a level intended for creators who provide individualized content, mentoring, or level 2 community access. This is not much in terms of subscribers to make good money on a monthly basis.

Pricing Testing Framework

Start with a lower price to first establish a base of subscribers. At the end of 30 days evaluate the number of subscribers you have and your churn rate. Test a slightly higher price with new subscribers – if the majority of subscribers remain and engagement is high.

Key Pricing Considerations

Don’t bid on a level you are comfortable with. Sell for what they’re worth. Quality of followers definitely outweighs quantity when it comes to the success of a subscription. A 10,000 single engaged user base will give more revenue than a 100k passive base of users.

How to Set Up Instagram Subscriptions

Here are 5 steps to setting up Instagram Subscriptions:

1. Access the Instagram app professional dashboard.

2. Do a tap on Monetization and then Subscriptions.

3. Use price points to set your month’s price.

4. Include a description of what subs will receive.

5. Click on “Set Up Subscription” and await approval.

The approval is typically within a few days. Instagram checks to see if the account is eligible for the feature to be turned on before doing so.

What Exclusive Content to Offer

Exclusive Stories

The simplest sort of content to begin with is exclusive stories. Share behind the scenes, daily, or something more personal than a regular post.

Exclusive Live Sessions

Exclusive live sessions are live streams available for subscription—these are streams that public followers don’t have access to. These are great for Q&A sessions, coaching calls and early product releases.

High-Converting Content Ideas by Niche

• Fitness creators: weekly workout schedules, form check videos, meal prep tips

• Gamblers: Stock watchlists, budgeting templates, deal breakdowns

• Artists / Photographers: Video / raw editing, early release

• For the chefs and the creators of food: complete recipes, shopping lists, cooking videos

How Much Content Is Enough?

Create and post at least 3-5 exclusive pieces per week. This means there’s something to keep subscribers around. Churn goes up if you don’t post after 7 days.

Benefits and Features of Instagram Subscriptions

Add an Additional Revenue Stream

Instagram Subscriptions generate a monthly recurring revenue stream that is not reliant on brand deals or algorithm success. This helps to make income more predictable.

Build a Loyal Community

It’s subscribers that are the most involved fans a creator has. Unlike non-paying followers, they are paying customers who open their content and are more apt to leave comments and feedback.

Grow Your Creator Business

Subscription income can be used to buy better equipment, more content or paid promotions. Additionally, it would provide creators with leverage in negotiations with the brands as it would demonstrate the value of their audience.

Offer Exclusive Content

The exclusive content system is integrated in Instagram. No need to use third party tools or link to outside resources to deliver content to subscribers.

Get Creative with Your Subscription

All in one mixing — content type of stories, posts, reels, and lives can all be locked behind the paywall for creators. The flexibility allows creators to experiment and see what works for them.

Notify Followers You’re Offering Subscriptions

Once the Subscription feature is released, Instagram will alert a creator’s followers. The Story Subscription Sticker can also be used to promote awareness.

Create Promo and Welcome Reels

New subscribers will receive a welcome reel that provides a quick overview to what they can expect. A promo reel is played in front of the public followers which explains the worthiness of subscription without revealing the exceptional content.

Pros and Cons of Instagram Subscriptions

Pros for Creators

• Regular monthly income which is not dependent on sponsorships.

• Unlike other platforms, subscribers are integrated within Instagram, meaning they don’t have to go to another site to send fans.

• Everything that’s exclusive (stories, lives and posts) are all native to the app

• This is done through purple subscriber badges, which enhance the visibility and create a bigger profile of the community.

Cons for Creators

• Instagram will receive a cut and Apple and Google will charge extra on in-app purchases

• The feature should have an on-going effort to create content for subscribers.

• They are required to have 10,000 or more followers to be considered eligible.

• High churn if not exclusive content is posted regularly

5-Phase Instagram Subscription Launch Plan

Phase 1: Pre-Launch (2–4 Weeks Before)

Tweet the subscription in public, on stories, and posts. Find out from the followers what type of content they’d pay for. Lead up to something but don’t disclose the cost just yet.

Phase 2: Launch Week

It is crucial to announce the subscription with a promo reel. Daily use a Story Subscription Sticker. Provide a good description of the value for the subscriber.

Phase 3: First 30 Days

Make sure that you post exclusive content at least 4 times a week! Reply to comments section and DMs of subscribers. Know the amount of subscribers acquired and lost.

Phase 4: Growth (Month 2–3)

Listen to what subscribers are saying, and adjust to accommodate. Use at least 2 public posts per week to promote the subscription. Partner with other creator to tap into different audience.

Phase 5: Optimization (Month 4+)

Review churn data. If the retention number is high, try out a price change. Experiment with an additional tier with different more premium benefits.

How to Promote Your Instagram Subscription

Soft Promotion Strategies

In a natural way refer to your subscription when you are captioning. Explain that these were phased out last week to subscribers only. This demonstrates value, but not a hard sell.

Direct Promotion Strategies

Make a direct call to action in your stories, o-ne or twice a week. Let followers know what they’re signing up for and what they will have to pay.

Use the Story Subscription Sticker

A tap to subscribe button is located in the story with the Story Subscription Sticker. This is the quickest method to make a follower a subscriber.

Create a Subscription Preview

Post a short clip or part of something exclusive in a post. This offers up some picture of where they are not.

Collaborate with Other Creators

Collaborate with creators within your niche to get some shoutouts or do co-lives. This attracts fresh buyers that are already acquainted with your sort of content.

Prove Your Value

Include subscriber feedback, testimonials or results. If followers are uncertain about signing up, social proof can help them understand that they are in good consideration.

Retention and Growth Strategies

Content Cadence

Share unique content on a consistent basis. People who know when they’re going to receive something are much less likely to cancel their subscription.

Community Mechanics

Respond to questions from subscribers. Monitor and pin questions from subscribers during lives. Mention subscribers in thank you stories! It is these little things that create a community – not just an audience.

Gifting/Discounts

Instagram enables makers to provide followers with complimentary membership carriers. Pay off the loyal non-payers with this and turn them into paying subscribers.

Common Instagram Subscription Mistakes to Avoid

Mistake 1: Launching Without Preparation

Never enable Subscriptions without being prepared with a minimum of 2 weeks of exclusive/unique material. A lack of subscribers experience leads to cancelation right off the bat.

Mistake 2: Vague Value Proposition

Avoid using the terms “subscribe for exclusive content. “Join for workouts every week, LIVE Q&A every Friday and behind the scenes reels.”

Mistake 3: Pricing Too Low

A price of $0.99 per month can be an indication of low value. Do not go below unless there is a specific reason to do so – start at $4.99 a month.

Mistake 4: Inconsistent Content Delivery

Top reason for subscriber cancelling is they’ve missed out on exclusive content a whole week. Create a content calendar prior to a launch.

Mistake 5: No Promotion Strategy

Signing up subscriptions and waiting for sign-up to happen is not OK. Encourage the subscription weekly via Story Subscription Sticker & public posts.

Instagram Subscriptions vs. Other Platforms

Instagram Subscriptions vs. Patreon

Patreon supports extra customization options, various amounts and can be integrated with sources like Teachable and Discord. Instagram Subscriptions are embedded within an app users are already using on a daily basis, reducing the amount of “friction” required to subscribe. Patreon asks fans to exit Instagram and start a new account. Instagram Subscriptions are done without additional efforts.

Patreon charges approximately 5-12% of the revenue. Instagram’s cut is dependent on factors, but Apple and Google in-app purchase charges are almost always 30% over its charge during the initial revenue share.

Other Platform Comparisons

With a much smaller user base, Vero True Social also provides creator monetisation features. Instagram’s native audience converts it to the better choice for beginning a subscription for the majority of creators.

Other Considerations for Instagram Subscriptions

• Email Marketing: Your email addresses for your email newsletter subscribers will not be shared with Instagram. Create a separate email list by having a sign-up page that you can add in your Instagram Bio Link.

• Apple & Google Fees: Apple and Google withhold up to 30% of inapp subscription payments before taking into account Meta’s cut. This should be a part of your pricing.

• Content Exclusivity: Subscriber’s material is not allowed to be re-shared publicly for a certain amount of months. Please refer to Instagram’s current Subscriptions Terms to get the exact time period.

• Churn & Revenue Volatility: Measure monthly churn rate and make sure it stays below 10%. Top reason why posting gets cancelled is inconsistent posting.

• Tax Implications: The income received from a subscription is taxable. Remember to set aside money by a certain percentage every month and understand that you’ll need a specific tax professional who has experience handling income from creators.

• Shopify & Ecommerce Integration: Provide discount codes for shoppers that are solely inside registry. This provides value, but no additional content work.

Instagram Subscription Revenue Calculator

Use this simple Formula to Estimate Monthly Revenue:

The 0.70 represents the estimated 30 per cent of fees eaten up by Apple/Google and the cut of platforms enjoyed by Meta. Percentages may be subject to change, see current terms.

Example:

• 200 subscribers $\times$ $4.99/month = $998

• $998 $\times$ 0.70 = $698.60/month estimated take-home

FAQs

How many followers do you need for Instagram Subscriptions?

In most instances, you will have to have at least 10,000 followers for accessing Instagram Subscriptions.

How much does Instagram take from Subscriptions?

Meta currently makes a percentage of subscription revenue and Apple or Google can charge as high as 30% for in-app purchases. The amount of the Meta percentage has varied, so please take note of the latest percentage in Instagram’s monetization terms.

What content works best for Instagram Subscriptions?

One of the best types of stories are exclusive, subscribers only events, behind-the-scenes posts and niche-specific tutorials.

Can I offer multiple subscription tiers on Instagram?

Is it possible to provide the Instagram users with various subscription

Summary

Instagram Subscriptions let creators earn monthly recurring income by giving paying fans exclusive stories, lives, and posts inside the app. Creators need 10,000 followers, a professional account, and consistent exclusive content to make it work. With the right price, a solid launch plan, and weekly promotion, subscriptions can become a reliable income stream.