Hit that subscribe button

February 1, 2022

Instagram is currently testing paid subscriptions with a small group of creators in the US giving them exclusive access to content and features such as subscriber-only Lives and more.

In this blog we’ll take a look at some of the features which could become the future of Instagram.

Instagram subscriptions will help creators build sustainable businesses powered by their communities and help creators earn a monthly income, similar to Patreon.

“Subscriptions are for creators,” Instagram chief Adam Mosseri said. “Creators do what they do to make a living, and it must be predictable.”

But, How does this work?

You will pay a monthly subscription fee to access exclusive content from creators.

Here is what you will get if you ‘subscribe’ to your favourite creator 👇🏻

Subscriber Lives: Creators can broadcast exclusive Lives, allowing subscribers to get first-look access content to non-freely available content.

Subscriber Stories: Creators can create Stories just for their subscribers, allowing them to share exclusive content and use interactive story stickers with their most engaged followers only.

Subscriber Badges: Creators will see a subscriber badge next to comments and messages to identify their subscribers easily.

Whilst these features have been tested in the US, there’s no indication when these, or if, there is any global roll-out plan.

Will you be one of many early-adopters who subscribes to your favourite content creator?

Latest Posts

Pinterest has rolled out a brand-new Media Planner inside its advertising tools, and it’s designed to make planning and managing Pin campaigns a whole lot simpler. In short? It gives you a clearer view of what you’re running, who you’re targeting, and what results you can expect…

Yep – it’s a 101 for finding out if your B2B social campaigns and content are delivering. Think you know it all? Think again. The sands of marketing are shifting…again. Aligning metrics and business objectives. Most B2B marketers can tell you the engagement rate. And they certainly know the level…

Meta has started rolling ads into Threads timelines globally from late January 2026. That’s the moment Threads stops being a side app and becomes a paid, recommendation-led public square. Threads has passed 400 million monthly active users, and Meta has put daily actives at around 150 million. The strategic implication for B2C and B2B is the same; distribution gets easier to buy, credibility gets harder to earn. Threads rewards coherence in public conversation, how you answer, how you sound, how specific you are. Treat it as a trust surface, because that’s where decisions get shaped now.