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2
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· Posted on
February 21, 2024

Prep ya wallets 'cos Insta is becoming a PG OnlyFans with new creator subscriptions feature

Instagram is testing a new feature for influencers/creators to make more cash via Instagram.

What's the key learning?

  • Instagram is testing a subscription feature for creators to charge their users in exchange for exclusive content
  • This will help influencers monetise the platform even more...but it's also a way for Meta to create a new billion-dollar revenue stream away from ads
  • The creator subscription service gives Meta a new ad-free revenue stream...and shifts revenue away from advertisers and away from privacy and data issues.

Background: We know influencers/creators can make cash via Instagram. There are the paid ads, the collabs, the giveaways...but these transactions have always occurred outside the app (i.e. DMs, managers, ad agencies...).

What happened: Now, Instagram is testing a subscription feature for creators to charge their users in exchange for premium or exclusive content. 

What else: This will help influencers monetise the platform even more...but it's also a way for Meta to create a new billion-dollar revenue stream away from ads.

So what's the key learning? 

💡Social media platforms like Meta make a LOT of money through advertising. In fact, Instagram's ad revenue makes up around 50% of Meta's total revenue.

💡But there has been a lot of scrutiny around big tech's advertising strategy recently (i.e. the kinds of data Meta pulls to target their ads and the privacy issues this raises).

💡The creator subscription service gives Meta a new ad-free revenue stream...and shifts revenue away from advertisers and away from privacy and data issues.

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