New Delhi: Meta has begun testing for a new premium subscription model for Instagram. This means Meta has begun charging users for features standard to
other social media platforms. Meta confirmed this to TechCrunch, stating the test is limited to a small number of countries. This development comes as Meta attempts to move away from relying solely on advertising for revenue and expand subscription services for Facebook and WhatsApp as well.
The new subscription, called Instagram Plus, is geared towards improving users’ experience with Stories. Specifically, with new privacy features, user control, and audience visibility. Although Meta has yet to publicly announce the test countries for the service, reports and speculation claim the service is in trial in a number of countries in Asia and Latin America with a low monthly cost.
New features focus on stories and privacy
Instagram Plus will offer a handful of new tools centred around Stories. Users will finally be able to watch Stories without being seen. Additionally, users will be able to see the number of times their own Story has been viewed and will have full control of their Story audience.
The subscription also allows users to create multiple audience lists. Instead of the current “Close Friends” lists, users will now be able to create multiple audience lists to share Stories. Other new features include the ability to extend the Story for an additional 24 hours and the ability to boost the visibility of one Story for the week. Additionally, users will be able to increase the visibility of one Story each week.
Extra engagement tools and controls
Subscribers will have access to “Superlikes”, which are animated engagement tools on Stories, and tools to search for people who viewed their content. Tools are meant to make engagement clicks for viewers.
Pricing is region-specific, with the subscription expected to be priced low to scale adoption. Meta outlined that this subscription offering is distinct from Meta Verified, aimed at creators and businesses only.
Meta is responding to the trend, as Snap and X have already created paid subscriptions, with Snapchat+ reaching millions.
Testing on Instagram Plus for subscription Meta these early, and scale adoption will be based on user engagement, with early responders being apathetic, stating “subscription fatigue” is prevalent.
