How arts organisations are using Instagram subscriptions
Instagram is rolling out a new subscription feature where creators can charge their community to access exclusive Instagram content. Once an account has enabled subscriptions, their followers will see a notification in their activity feed and on the creator’s profile, letting them know that they can subscribe. This new feature is not only a great way to connect with your followers and achieve a new revenue stream—it’s perfect for arts organisations to provide exclusive access to exhibitions, shows or collaborations.
How do I get subscribers?
You’ll be able to add a "Subscribe" button to your profile, and set a monthly price for exclusive content. Additionally, Instagram will feature your subscription under the Subscriptions tab in the “Followers and Following page”. If users tap “See all”, additional subscriptions are recommended to them (which is lucky if you have a lot of competitors as you’ll naturally be recommended to their followers if you share the same target audience).
You’ll also be able to encourage more people to subscribe by including a subscriptions sticker in your public stories, where users will be provided with a link to sign up to your exclusive content. This is a great way to promote specific exclusive content without giving too much away.
However, the most enticing way to generate subscribers is to create a subscription preview. This is up to 3 posts which showcase your exclusive, subscription-only content and make it visible to everyone who visits your profile. The hope is that when users see this content, they’ll be convinced to sign up for more like it. This could be content itself or a promo reel giving an insight into your exclusive content. Check out Instagram’s own guide on how to create a subscription preview.
Your subscribers will be identifiable by a specific badge, which appears in comments and dms—helping them stand out in the crowd and letting you know who to engage with. What’s more, other users who are not subscribed will also see a subscriber's badge when they comment on your posts. If they click on the badge, they'll then be prompted to subscribe.
Your account will also display a crown icon, and by tapping on this icon, subscribers will automatically be able to see content that you've made available exclusively for them. If any non-subscribers click this icon, they will be prompted to subscribe.
In future, users will also be able to filter their feed for subscriber content by tapping “Subscriptions” in the drop-down menu on their home screen.
“Subscriptions allow creators to earn recurring, predictable income and connect with their most engaged followers by offering exclusive content and experiences — all in one place.”
What type of content should I make exclusive?
Subscription content includes everything from posts, reels, and stories to lives, badges and group chats. So really, there’s no limit to what you can create. This new feature opens your organisation up to a whole new way to connect (and make money) on the platform—so don’t hold back.
For instance, you could release exclusive recordings of performances after they close so that users can pay to access the footage. This is perfect for musicals or theatre shows— before close or during— that way users can be prompted to buy tickets for a show still in progress or check out your other performances so they don’t miss out.
Our recent blog details other content ideas for arts organisations to use across TikTok and Instagram Reels.
You can also check out Instagram’s guide for how to create exclusive content for Instagram Subscriptions.
Who Is Eligible for Instagram Subscriptions?
Sadly, the feature is currently only available to eligible creators in the US, with tests happening for creators in the UK, Canada, and Australia. But, to be considered, creators must follow these requirements:
Have at least 10K followers
Be over 18 years old
Have a professional/business account
Meet Instagram's Partner Monetization Policy
Adhere to Instagram's Community Guidelines (be aware of this if your exhibition/show features any risqué content)
It should be noted that for subscriber-only content, only music from Meta's Sound Collection or music that the creator owns (or is authorised to use) can be used. So if you’re using exclusive content from musicians or shows, then be aware of the content you’re producing. You may wish to favour content which is dialogue heavy or features a voiceover.
How much could you make from Instagram subscriptions?
According to TechCrunch, creators can select from eight price points for subscription content, ranging from $0.99 per month to $99.99 per month. It’s recommended that you start at a lower price point before testing higher pricing. This should obviously only be done once you’ve established what kind of content works best for you and your audience. Additionally, this slow increase means users won’t be put off by a big subscription fee when they’re first introduced to your content.
What’s great is that currently, Instagram says they will not take a cut of any payments. Your approximate earnings are calculated from purchases of your subscription. However, the actual amount that you are paid may be higher or lower than what is shown in your approximate earnings once Apple and Google fees, refunds, chargebacks, taxes and currency conversions come into play.
Does this sound like the next step for your arts organisation? Set up your Instagram subscriptions today or get in touch for some help from our digital marketing experts.