How to Create a Subscription on Instagram

Thinking about launching an Instagram Subscription? This guide breaks down exactly how to set it up, what exclusive content to offer your followers, and how to promote it to build a thriving, paid community. We'll walk you through everything from checking your eligibility to creating a content strategy that keeps your subscribers happy and engaged.

What Exactly Are Instagram Subscriptions?

Instagram Subscriptions are a built-in feature that allows creators to monetize their content by offering exclusive experiences and content to their most engaged followers for a recurring monthly fee. When a follower subscribes to you, they pay a price you set in exchange for access to subscriber-only material and special perks.

This isn't just about hiding old content behind a paywall, it's about building a deeper connection with your core community. Think of it as a VIP club. Subscribers unlock content that the general audience doesn't see, fostering a sense of exclusivity and direct support for your work. This creates a predictable, recurring revenue stream for you, allowing you to invest more time in creating the content you love.

Some of the key benefits for subscribers include:

• Exclusive content: You can share Stories, Reels, Live videos, and feed posts visible only to your subscribers.
• Subscriber badges: Subscribers get a purple badge next to their username in your comments and DMs, making them stand out to you and other followers.
• Direct communication channels: You can create subscriber-only broadcast channels or group chats for more personal conversations.

Checking Your Eligibility: The Requirements

Before you get started, you need to make sure your account meets Instagram's criteria. The requirements are in place to ensure the feature is used by established creators who follow community standards. Here’s a general checklist:

• Professional Account: You must have a Creator account. If you're using a Business or Personal account, you'll need to switch to a Creator profile in your settings.
• Age Requirement: You must be at least 18 years old.
• Follower Count: You need to have at least 10,000 followers. This threshold is currently in place for creators in the United States, but specifics may vary by region as the feature expands.
• Policy Compliance: Your account must be in good standing and adhere to Instagram's Partner Monetization Policies and Community Guidelines. This means no history of serious violations.
• Location: Subscriptions are available to eligible creators in select countries. As of now, these include Australia, Brazil, Canada, France, Germany, Italy, Japan, Mexico, Spain, the United Kingdom, and the United States. Instagram is continuously expanding this list.

You can check your eligibility status directly within the app by going to your Professional Dashboard. If "Subscriptions" is an available tool, you're likely good to go.

Setting Up Your Subscription: A Walkthrough

Once you've confirmed you're eligible, setting up your subscription is straightforward. Instagram guides you through most of the process. Here’s how it works.

Step 1: Go to Your Professional Dashboard

From your profile page, tap on the "Professional Dashboard" button located near the top, just under your bio.

Step 2: Select "Subscriptions"

Inside the Professional Dashboard, look for the "Your Tools" section. If you are eligible, you will see an option for "Subscriptions." Tap "Set Up Subscriptions" to begin. If you don’t see it, it likely means the feature hasn't rolled out to your account or region yet.

Step 3: Set Your Monthly Price

Instagram offers several price tiers, ranging from $0.99 to $99.99 per month. Choosing the right price is important. Here are a few things to consider:

• Start reasonably: It’s usually better to start with a lower price point (e.g., $2.99 or $4.99) to attract your first subscribers and prove your value. You can always create higher tiers or raise your price later once your offering is more established.
• Consider your niche: A finance advisor offering in-depth market analysis can likely charge more than a lifestyle creator sharing casual behind-the-scenes videos. Think about the tangible value you're providing.
• Look at competitors: If others in your niche have subscriptions, see what they're charging. Aim to be competitive while reflecting the unique quality of your own content.

Remember, this is the fee your subscribers will be charged every month, so pick a price that feels sustainable for both you and your community.

Step 4: Understand Your Payout Information

Next, you’ll need to set up your payout account. You’ll be prompted to add your business information and link a bank account or PayPal so Meta can pay you. This step is secure and is a one-time setup. It might take a few days to get verified, so it’s best to get this done right away.

Step 5: Publish and Announce Your Subscription!

Once your pricing and payout details are finalized, you can publish your subscription offering. After you do, a "Subscribe" button will appear on your profile, and a notification will be sent to your followers letting them know they can now support you. Your work isn’t done, though. Actively promoting and providing value is the next - and most important - step.

The Million-Dollar Question: What Content Do You Offer?

Your subscription is only as valuable as the content you provide. People are subscribing to get something special, so it’s essential to have a clear content plan. You don’t need to offer everything on this list, but choose a few that align with your brand and your audience’s interests.

Exclusive Stories, Reels, and Posts

This is the foundation of most subscriptions. When you post this type of content, it will have a purple star icon and only be visible to subscribers. It will appear in their regular feeds and Story trays, but with a distinct purple ring to show its exclusivity.

• Behind-the-scenes (BTS): Show your followers the process behind your public content. If you're an artist, show them your studio, if you're a chef, share recipe testing fails. This raw, unfiltered access is incredibly valuable.
• In-depth tutorials: Your public content might be the "what," but your subscriber content can be the "how." For example, a photographer could share a quick editing tip publicly but offer a full-length editing class for subscribers.
• Ask Me Anything (AMA): Host more personal and detailed Q&A sessions where you answer subscriber questions.
• Early access: Give subscribers first dibs on new videos, product drops, or announcements.

You can share Stories, Reels, Live videos, and feed posts visible only to your subscribers.

Subscriber Chats and Broadcast Channels

Communication is a huge part of community. Instagram offers powerful tools for building direct connections with your paying supporters.

• Broadcast Channels: These one-to-many communication channels are perfect for sharing quick updates, voice notes, polls, and links. It feels like getting a text from your favorite creator, making it an intimate and effective way to share subscriber-only news.
• Group Chats: For a more interactive experience, you can create group chats with up to 30 subscribers at a time. This is amazing for building a tight-knit community, getting direct feedback, and making your supporters feel heard.

Subscriber-Only Live Sessions

Going live exclusively for your subscribers feels like a private event. Offer something you wouldn't do on a public Live, such as:

• Informal co-working or hangout sessions: Just chat with them while you work on a project.
• Live workshops or tutorials: Teach a skill in real-time where subscribers can ask questions.
• Group brainstorming sessions: Involve your subscribers in your creative process. Let them help you decide on your next YouTube video or product idea.

Subscriber Badges

This is an automatic perk that requires no extra work from you. When a subscriber comments on your content or DMs you, a purple badge appears next to their name. This simple visual cue helps you quickly identify your biggest supporters so you can prioritize engaging with them. It also gives them recognition and status within your broader community.

How to Promote Your Instagram Subscription (Without Being Pushy)

Launching your subscription is one thing, but getting people to sign up is another. Here’s how to spread the word effectively.

1. Make a Big Announcement

Create a dedicated Reel or feed post explaining what your subscription is, what benefits it includes, and who it's for. Speak from the heart about why you're launching it - whether it's to support your creative work or to build a more dedicated community. Be transparent and enthusiastic.

2. Tease Your Exclusive Content

Show people what they're missing. You can share a short clip of a subscriber-only video on your public Stories and direct people to subscribe for the full version. Take a blurred-out screenshot of a subscriber chat and mention the great conversation happening inside. This creates intrigue and demonstrates the value right away.

3. Use the "Subscription" Sticker in Stories

When you're talking about your subscription, add Instagram’s dedicated "Subscribe" sticker to your Story. It’s a direct call to action that takes users straight to the sign-up page, making the process frictionless.

4. Create a "Subscribe" Story Highlight

Save all your Stories that promote your subscription to a dedicated Highlight on your profile. New followers can easily find it and get all the information they need in one place.

5. Talk About the "Why"

Frame your subscription as a partnership. It's an opportunity for your most loyal followers to get more from you and, in return, help you continue creating content. When your audience understands that their support has a direct impact, they are much more likely to subscribe.

Final Thoughts

Setting up Instagram Subscriptions is a fantastic way to create a more resilient business as a creator. It allows you to build a direct relationship with your most passionate followers, generate recurring revenue, and focus on providing deep value to a community that truly appreciates it.

Now that you've built this new revenue stream, keeping that pipeline of exclusive content flowing is the next step. This is where we built Postbase to come in. With our visual calendar, you can plan out and schedule all of your public and subscriber-only content across multiple platforms, making sure you always deliver on your promises. We give you a single unified inbox to manage all your comments and DMs, so you can easily prioritize conversations with your subscribers and keep your community engaged without feeling overwhelmed.