The Social Scene

The Instagram Subscription: what is it & should you be offering it?

Chelsey Downie

Have you spotted the ‘Subscribe’ button on Instagram profiles? According to the social media platform, it gives users access to exclusive content from creators via a monthly subscription fee. When a user subscribes to a creator, they receive a subscriber badge: an icon that will appear and grant them access to content.

“Think of an Instagram Subscription as a VIP backstage entry pass to your exclusive content,” says Lincoln-based nail artist, Chelsey Downie of @naileditbychelsey,who offers this option. “For nail techs, this content could be tutorials, demos or valuable advice.”

Benefits of an Instagram Subscription

For subscribers

According to Instagram, the main benefit is access to private stories, lives, reels, posts and broadcast channels.

Rikki Beal

Idaho nail artist, Rikki Beal of @bees.knees.nails,comments: “As a tech, the possibilities for learning from other nail professionals are limitless. If you struggle in a certain area – be it art, prep, finishing, filing, connecting with clients, social media practices, photographing your work or applying certain products – it’s likely that another tech will offer advice or training to support. I’m always investing in education, and subscriptions are a relatively inexpensive way to do that.”

Chelsey Downie, who offers nail art workshops from her studio in Lincoln, shares that the Instagram Subscription service is time and cost-effective for students. She says: “Nail enthusiasts have relayed that they would struggle to travel to Lincoln, or that they would need to pay for accommodation to attend a class. Offering an exclusive subscription service via Instagram has helped them to access tutorials from the comfort of their own homes.”

The locked ‘subscribers only’ tab on Rikki’s Instagram.

“Make sure your subscriber-only content will give others value. The Instagram Subscription is a paid service, so people need to feel they’ve gained something. If your exclusive content is educational and beneficial, you’re set to succeed!”

“The feature offers another income stream, and is an amazing way to build a network of nail techs.”

For creators

Instagram Subscriptions offer creators multiple opportunities, as Chelsey shares: “The feature offers another income stream, and is an amazing way to build a network of nail techs. Subscribing to channels helps you feel supported in your career, and advice can be shared. I’ve learned so much from other industry pros, and this feature makes it easier for techs to share their knowledge.”

Alicia Humphreys

“An Instagram Subscription means your content gets seen by those who care most – so there’s no more battling with the algorithm,” adds Alicia Humphreys, social media manager & owner of Pink Fox Salon Socials.

Chantelle Parsons

However, Christchurch-based nail artist & educator, Chantelle Parsons of @blushnailartist,describes the feature’s monetary opportunities as limited. “The feature isn’t very profitable, as Instagram takes a big cut,” she explains. “However, as it is easier to encourage people to subscribe rather than directing them elsewhere (since they’re already on the app), you can instead use it to build a community that wants to learn from you. Once you’ve built a strong relationship and understood their needs, you can move them to a more profitable platform.”

The page displayed when someone clicks ‘Subscribe’ outlines the monthly cost, amount of content posted and Terms & Conditions.

Can I offer an Instagram Subscription?

You must meet the following eligibility criteria to offer the feature:

• Meeting Instagram’s Partner Monetisation Policies.

• Remaining compliant with its Community Standards and Content Monetisation Policies.

• Running a professional account with over 10,000 followers.

• Being over the age of 18.

• Agreeing to the Instagram Subscription Terms of Use.

To check if you’re eligible, simply go to the Instagram app, click on your profile and select ‘Professional Dashboard’. If eligible, there will be an option to set up an Instagram Subscription.

A HELPING HAND

Chantelle Parsons says: “I’ve always aimed to be an inspiring person, helping to bridge knowledge gaps in the nail industry. For example, many techs struggle with the business aspect of the job, often becoming self-employed right after qualifying, whereas other beauty professionals, such as hairdressers, typically work in a salon first, which offers support and training. Therefore, I’m hoping the content I offer through my Instagram Subscription provides lifelong support to help the next generation of techs!”

What subscriber-only content can I post?

“Nail techs can share tutorials, their top picks of trending designs, early booking slots, behind-the-scenes content from the workday, Q&A sessions and so much more,” reveals Alicia Humphreys. “Think about what nail techs ask you for most, and give them more of that.”

Chelsey Downie shares her ideas for her Instagram Subscription, commenting: “I’m planning on creating tutorials featuring my favourite cartoon and character nail art, and offering tips and tricks to paint these intricate elements on a client. There’s a huge difference between painting on a press-on nail and painting on a client’s natural nail. For example, you need to be quick, so I’ll share my hacks for speeding up the process.”

“I go live for my subscribers during the art section of nail services,” adds Rikki Beal. “Occasionally, I’ll also film the art process and edit it down to post later.”

“Nail techs can share tutorials, their top picks of trending designs, early booking slots, behind-the-scenes content from the workday, Q&A sessions and so much more.”