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Bringing Subscriptions to More Creators on Instagram


We are always working to give creators like you a suite of tools to help you earn a living on Instagram. We introduced Instagram subscriptions as one of those tools last year, giving creators in the US a new way to deepen connections with their most engaged followers while unlocking recurring monthly income.

After seeing the value that subscriptions can offer to creators in the US, we’re expanding access to the feature to more creators around the world. In the coming weeks, eligible creators in Australia, Brazil, Canada, France, Germany, Italy, Japan, Mexico, Spain and the United Kingdom will be able access to Subscriptions and start earning through support from their fans. We plan to continue rolling out access globally in the coming months.

About Instagram subscriptions

With Instagram subscriptions, you can develop deeper connections with your most engaged followers and grow your recurring monthly income by giving subscribers access to exclusive content and benefits, all within the same platform where you interact with them already.

You can set a monthly price of your choice, unlock a “subscribe” button on your profile and offer the following benefits to your subscribers:

  • Subscriber Posts, Stories, Reels, and Lives: You can create reels, posts, and stories just for your subscribers. Share exclusive content, use interactive story stickers or even go live with your paying subscribers only.
  • Subscriber Highlights: Your newest exclusive stories will automatically be saved to a highlight that is only visible to subscribers so they never miss a story.
  • Subscriber Broadcast and Social Channels: You can give your subscribers special access or information in subscriber-only channels.
  • Subscriber Badges: You will see a subscriber badge next to comments and messages your subscribers send so you can easily identify and prioritize interacting with them.

If you want to see subscriptions in action, you can follow and subscribe to these creators to see what a successful subscription looks like: @isaacboots, @deuxmoi, @jadennewman1, @thestilettomeup, @paulwesley, @iansomerhalder.

“Post to subscriptions consistently! Don’t forget about your subscribers. Also, I suggest starting a subscription only group chat which will show up in your DMs. Most importantly, give your subscribers exclusive content. Save information and posts for them and ONLY them.”


“My reach is greater amongst my subscribers since my content shows up at the top of their feed, so I have much better engagement with them. My approach to Subscriptions is to invest time and effort into building that relationship with those that do sign up. It feels like a group of close friends who genuinely care and support one another. They’re invested in you and they deserve the same.”


“Instagram Subscriptions has made it easy for me to connect with my most engaged followers and give them the freedom to access exclusive content anytime, anywhere, like my livestream workouts. Teasing my subscriber content through plugs on my main page and promoting my Subscription in Stories is easy, low-lift marketing.”


How to get the most out of subscriptions

Sharing exclusive content with subscribers across multiple formats helps build community with your subscribers in different ways. The Instagram Subscriptions Creator Playbook provides tips and best practices including how to turn on offers to help you grow and keep subscribers.

We will continue to invest in tools that help creators earn money and will have more updates to share in the coming months.

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