Instagram is introducing new features through a paid subscription model. The platform is currently testing Instagram Plus, a subscription service that offers users the ability to prolong the lifespan of their story posts, highlight their stories to prioritize them in followers’ feeds, and track the number of story replays. Subscribers can also clandestinely view other users’ stories and create multiple friend lists to control who sees each story.
This move reflects a broader industry shift away from universally free services, which some argue is becoming burdensome. Financial planner Hanna Horvath notes the prevalence of subscription models across various sectors, leading to what she calls the “tierification of everything,” where paid tiers are enhanced while the basic, free tier is downgraded.
Meta, the parent company of Instagram, has not disclosed the specific locations where Instagram Plus is being tested. However, users in Mexico, Japan, and the Philippines have shared screenshots of the new features being trialed, with the subscription reportedly priced around $3 Canadian per month.
The introduction of paid features is not unique to Instagram, as other platforms like LinkedIn and various dating apps have already adopted premium subscription options. Elon Musk implemented paid subscriptions on Twitter before rebranding the platform as X, while Snap introduced Snapchat+ for exclusive subscriber features. Meta is also exploring paid options for Facebook and WhatsApp in addition to Instagram.
Industry experts have varying opinions on the impact of these paid features. Brett Caraway from the University of Toronto suggests that while these features may appeal to highly engaged users seeking more visibility, they could also pose risks. Granting certain users the ability to secretly view others’ stories might lead to negative perceptions and alienate non-paying users.
As companies aim to balance customer satisfaction, advertiser interests, and revenue growth, the trend of offering paid features alongside mining user data and serving targeted ads continues to evolve. Caraway emphasizes the delicate balance platforms must maintain to prevent overwhelming users with commercial messages and ensure a positive user experience.