• Mary Callahan

Everything You Need To Know About Subscriptions on Instagram

Instagram is all about engagement. And we know it’s critical to connect with your Instagram following—to respond to comments and DMs in a timely manner, to provide meaningful content that calls them to action, and to show your appreciation for their support. But, as your brand and follower count grow, it may become challenging to keep up.


Instagram Subscriptions launched earlier this year as a feature to benefit both creators and followers. Creators can offer monthly subscriptions from as low as $0.99/month up to $99/month. Subscribers can access exclusive content from a brand (or public figure), including stories, chatrooms, and live sessions. Additionally, subscribers will be delineated with purple badges, ensuring priority communication in DMs and comment feeds.



While Instagram Subscriptions is an optional feature, it has the potential to deepen the connection between your brand and your followers while also providing supplemental steady income to your business.


But before you jump to enable subscriptions on your IG account, think about whether this is the right move for you right now. Instagram Subscriptions is ideal for a brand (or person) with an engaged following. The benefits and exclusivity of the subscription model will strengthen the relationships with your most loyal fans who decide to opt-in and pay a monthly fee. If you’re a newer brand or still working hard to build your social media presence, it is a good idea to hold off on implementing the subscription feature until you’ve got a strong, steady follower-base (IG Subscription requires at least 10K followers) and a clear segment of fans itching and asking for more.


Ready to get started? Check out Instagram’s step-by-step guide to setting up subscriptions. And here are some of our tips to make the most of your Instagram Subscription:


1. Stay true to your brand.

Don’t feel like you have to change your brand message or follow in the footsteps of other subscription accounts. Your subscribers are there for YOU. And Instagram Subscription provides the opportunity for you to enhance your brand—it’s vision, engagement, and community—rather than change it.


2. Keep up on content.

They say that “content is king,” and keeping up with your content is the key to making Instagram Subscription worthwhile to your subscribers. Your fans and followers are paying for something more than what you had previously offered. Taking on Instagram Subscriptions is an added responsibility on top of creating your regular content, replying to DMs, and promoting your brand on Instagram as usual. Go for engaging and exclusive content such as behind-the-scenes videos, subscriber-only chat rooms, and IG Lives where subscribers can get to know and interact with you/your brand on a more personal level.


3. Make your subscribers “work” for you.


Building deeper relationships with your most loyal customers and fans can help to provide you honest feedback, allow you to test new ideas, and promote your brand organically through word-of-mouth marketing. At the same time, your subscribers will love feeling like they’re a true part of the process.

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