Twitter, Tik Tok, Instagram: paid subscriptions to retain influencers

🎉 Subscriptions 🎉

Subscriptions allow creators to monetize and become closer to their followers through exclusive experiences:
– Subscriber Lives
– Subscriber Stories
– Subscriber Badges

We hope to add more creators to this test in the coming months. More to come. ✌🏼 pic.twitter.com/SbFhN2QWMX

— Adam Mosseri (@mosseri) January 19, 2022

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Same story at Twitterincluding the product manager, Esther Crawford, announced the arrival from ‘Super Follows’“a new way for people to earn monthly income by sharing subscriber-only content“. Again, it’s about having access to privileged contentand power interact directly with the person paying for a subscription. To be eligible, you must have at least 10 000 followersbe aged 18 years old or more, have tweeted 25 times within the past 30 days, and be at United States. Because all these options are currently not available on the old continent.

Although at Tik Tokthis is not official for the moment, the platform would also work on a system of remuneration for creators.

“The system for creators no longer works”

Those changes made by the giants of the web do not take place by chance. The arrival of new social networks having already integrated this remuneration system grinds his teeth.

Among these new arrivals, we find ‘Patreon’. This participatory platform offers artists and other content creators regular income through a subscription system; and users of exclusive content. And Patreon has openly started the war to these former competitors:

He prefers algorithms to ideas. Quantity over quality. What is easy to sell to what is good. Money, brands and pretty much everything else to the people who actually create something. People got used to this idea. We refuse to accept it. Let’s prioritize your creativity.

Via patreon.com

Today, the platform boasts of over 6 million users. A subscription system already present also on the streaming platform Twitch.

The war of influence is therefore declared. It’s up to the content creators to make their choice. And users to follow, because they still have to agree to pay for this content…

Aurore Dessaigne

Facebook, Instagram, Tik Tok, Twitter, Snapchat, Twitch, Patreon… social media platforms are multiplying. Increasingly fierce competition forces them to find new ways to retain content creators. The very ones that attract users. And the solution is already found. Whether we like it or not, influence has become a real job in 2022. Platforms are therefore counting on higher remuneration for influencers to ensure their loyalty. Instagram, Tik Tok and Twitter have opted for premium access content from influencers paying a monthly subscription. At the end of January, the CEO of Instagram, Adam Mosseri, announced that he was testing this premium subscription system with a few American influencers. In the launch video, he explains that Instagramers today make a living from their content and therefore it is a question of ensuring that they have a fixed income. For him, “subscriptions are the best way to have predictable income” in order to avoid relying solely on “paid posts whose revenue is very variable”. This test, only launched in the United States, includes three types of integration. The first is the stories subscription, allowing influencers to make stories that will only be accessible to subscribers. The second is the live subscription, which will give access to exclusive lives with influencers. And finally, the third integration is the acquisition of a purple ‘follower badge’ for followers, which can be identified as such by influencers. Adam Mosseri says he wants to develop this new experience as much as possible because, according to him, the relationship created between the influencer and his subscribers is crucial for the expansion of the latter’s activities (and Instagram, by the way). Same story at Twitter , whose product manager, Esther Crawford, announced the arrival of ‘Super Follows’, “a new way for people to earn a monthly income by sharing content reserved for their subscribers”. Here again, it is a question of having access to privileged content, and of being able to interact directly with the person paying for a subscription. To qualify, you must have at least 10,000 followers, be 18 or older, have tweeted 25 times in the past 30 days, and be in the United States. Because all these options are currently not available on the old continent. Although at Tik Tok, it is currently not official, the platform would also work on a compensation system for creators. These changes made by the web giants do not happen by chance. The arrival of new social networks that have already integrated this remuneration system makes people cringe. Among these newcomers, we find ‘Patreon’. This participatory platform offers artists and other content creators regular income through a subscription system; and users of exclusive content. And Patreon has openly launched war on these former competitors: Today, the platform boasts of over 6 million users. A subscription system already present also on the Twitch streaming platform. The war of influence is therefore declared. It’s up to the content creators to make their choice. And users to follow, because they still have to agree to pay for this content…Aurore Dessaigne

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