Instagram to Let Creators Limit Posts, Reels to Subscribers

Instagram to Let Creators Limit Posts, Reels to Subscribers

Instagram has added more creators and additional features to its premium test program, which it first unveiled in January.

Adam Mosseri, the CEO of Instagram, said today that artists may now communicate exclusively with up to 30 followers via private conversations in a video(Opens in a new window). A new “subscriber home” feature on the creator’s account allows creators to build Reels and Posts that are only available to subscribers, which paying followers may access.

“At the end of the day, if you’re a creator, you’re a business,” says Mosseri in the video. “This is just one step on a much longer path to provide creators everywhere with a whole range of tools to be able to make a living online.”

Mosseri says that “eligible” creators can check out the features now; here’s a rundown(Opens in a new window) on how you can qualify to offer subscriptions.

Celebrities like the Kardashians, Cristiano Ronaldo, and Dwayne “The Rock” Johnson are among the highest-paid Instagram users, raking in over a million dollars every post, according to GQ (Opens in a new window). Post-based payments are replaced with subscriptions, which produce a more consistent and reliable stream of income. This supports many types of artists, not just famous people, many of whom depend on the platform.

The news can be interpreted as TikTok attempting to seize territory (or land reclamation, as Instagram is six years older). The two social media sites have many users in common and almost comparable functionality, yet according to Forbes(Opens in a new window), TikTok is the #1 app in the world for consumer spending while Instagram doesn’t even crack the top 10. Even though Instagram is the top-downloaded app (TikTok is number two), users aren’t opening their wallets for it.

Instagram to Let Creators Limit Posts, Reels to Subscribers


The top earners on TikTok aren’t ordinary celebrities; rather, they are people who rose to fame thanks to the app. According to Forbes, the highest-paid TikTok performers made $55.5 million in total in 2021, a 200 percent increase over 2020. Charli D’Amelio and Addison Rae, two high earners, respectively earned $17.5 million and $8.5 million a year, but not through subscriptions. However, followers may purchase “coins” to give to their preferred influencers.

According to, the site also generates revenue from adverts and authors who pay to promote their own postings. (Switches to a new window)

Five months after Instagram’s January test program started, TikTok announced(Opens in a new window) its subscription service. It only applies to live content makers, or those that broadcast live rather than posting static material. It offers features like subscriber badges and subscriber-only conversations that are comparable to Instagram’s program. Up until it becomes generally accessible “over the coming months,” only a select number of invited TikTokers can take part.

Given that its offering appears to include more capabilities and a larger range of use cases, Instagram may be well-positioned to win the subscription war. Only “tens of thousands” of artists in the US have access to the initiative, which is still in its experimental stage but is expected to grow over time. According to Mosseri, “We want Instagram to be the finest online venue for creators to make a career.”

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