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Instagram is testing paid subscriptions


[Les créateurs et créatrices de contenu] need predictable income, explained in a video on Wednesday Adam Mosseri, the boss of Instagram, a property of Meta (formerly the Facebook group).

Subscriptions are one of the best ways to have predictable revenue that doesn’t depend on viewership, which inevitably varies from publication to publication. »

A quote from Adam Mosseri

To begin, Instagram will test this approach with a handful of Internet users in the United States.

People who subscribe to a paid subscription will have access to exclusive content, such as stories (the ephemeral posts) and live video broadcasts. They can be easily identified in the comments or private messages thanks to a purple symbol next to their name.

Diversify income

Social networks are initially free thanks to an economic model based on advertising revenue. However, different remuneration techniques have been deployed in recent years.

They allow the pros of the different platforms to diversify their sources of income, beyond the advertising percentage, derivative products, contracts with brands and sales of educational or sports programs.

On TikTok, for example, Internet users can make donations. On the live streaming platform Twitch, users – often video game enthusiasts – can pay to subscribe to the accounts of the instavideasts of their choice.

Twitter has followed suit with initiatives like Twitter Blue, which allows paid subscriptions to certain accounts in exchange for exclusive content, or the recent addition of a tip box.

We want to help creators turn their audiences into fans, and their fans into revenue, summarized last September Esther Crawford, director of monetization products at Twitter.

We want Twitter to be the best place for influencer conversations with their audience. »

A quote from Esther Crawford

Adam Mosseri also clarified that his teams are looking for a way for creators to be able to take people who subscribe to their account to other applications published by other companies.

European and American competition authorities regularly call on platforms to facilitate data portability, i.e. the possibility for Internet users to transfer their contacts to another application, if desired.

Meta, like other tech giants, faces various investigations and claims for abuse of dominance.

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