Meta, the parent company of social media giants Instagram and Facebook, has announced new measures to empower content creators and increase the popularity of subscription-based services on its platforms. The company’s latest move includes the introduction of a “Subscribe” button on the ‘feed,’ ‘reels,’ and stories, along with several tools aimed at promoting subscriptions. These initiatives are designed to help creators monetize their content and build a stronger community of subscribers.
Creators with established follower bases will now have the opportunity to generate additional revenue through exclusive experiences for their subscribers. This incentive is part of Meta’s broader strategy to make subscription services more appealing and lucrative for content creators.
Subscriptions were initially introduced on Instagram in the United States last year and expanded to more countries, in July of this year. Subscribers receive access to various benefits in exchange for a monthly fee. According to Meta, since the broader rollout of subscriptions, Instagram has seen over a million active subscriptions. To further attract users and support creators in growing their subscriber communities, Meta has introduced new promotional tools.
The prominent “Subscribe” button appears alongside the username in the ‘feed’ section, making it easier for users to subscribe to their favorite creators. Additionally, Meta has developed a feature that enables creators to send a generic welcome message to their subscribers.
While this option is currently free, Meta has indicated that it may transition to a paid model in the future. However, they have assured creators that they will receive a six-month notice before any such change takes effect.
Subscriptions are not limited to Instagram, as Meta is also offering them on Facebook and plans to expand access to more creators in the coming months. On Facebook, subscriptions are being promoted through ‘reels’ and stories, and creators can offer 30-day free trial subscriptions to entice potential subscribers.
Moreover, Meta is working on providing creators with more control over subscription pricing, allowing them to adjust rates over time to better align with their offerings.
In preparation for the upcoming holiday season, Meta has announced that it is testing a new Christmas bonus format, exclusively available by invitation. This bonus will be initially rolled out in the United States, Japan, and South Korea and will reward creators for sharing their content through ‘reels’ and photos, whether posted individually or as carousels.
Meta has also alluded to Instagram gifts, a feature that has yet to reach Spain but is now available in countries like Ireland, Italy, the Netherlands, Peru, Hungary, and Germany. Instagram gifts enable creators to receive support from their fans while earning money.
With these latest updates, Meta continues to enrich its platforms with more monetization options and tools to support creators. These developments are set to benefit both content creators and subscribers, offering more ways to engage and interact within the Instagram and Facebook ecosystems.