Meta is testing a new feature on Instagram that would allow users to subscribe to an ad-free feed of content from verified accounts. The feature is currently in the testing phase and is only available to a limited number of users.
To subscribe to the ad-free feed, users must have a verified Instagram account. Verified accounts are those that have been confirmed by Instagram to be the authentic presence of a public figure, celebrity, or brand. Adam Mosseri, the CEO of Instagram, views this as a way to give users more power and give companies and content creators a new avenue for visibility. When users hit the Instagram logo at the top of the app, they will be able to access the feature, called “Meta Verified,” under the “Following” and “Favorites” options.
Once a user has subscribed to the ad-free feed, they will see a new tab in their Instagram app that shows them a feed of content from all of the verified accounts they follow. The feed will be free of ads and will show the user the latest posts from the verified accounts they follow in chronological order. Users can purchase a more prominent spot in the Instagram feed for $11.99 on the web or $14.99 through the app by enrolling in the Meta Verified program. Mosseri has invited individuals to indicate their interest to use this unique feed for verified accounts.
The Wall Street Journal reports that customers can access the service for $17 per month, which includes both Instagram and Facebook. While Meta will continue to offer free versions of the apps with advertisements in the European Union, subscribers will benefit from an ad-free experience.
Meta has not yet announced when the ad-free feed will be available to all users. The company is currently testing the feature and gathering feedback from users.
Why is Meta testing this feature?
There are a few reasons why Meta might be testing this feature. First, it could be a way for the company to generate new revenue. Meta’s main source of revenue is advertising, but the company has been facing increasing competition from other social media platforms like TikTok and Snapchat. By offering an ad-free subscription service, Meta could generate new revenue from users who are willing to pay to get rid of ads.
Second, the ad-free feed could be a way for Meta to improve the user experience. Some users find ads to be annoying and intrusive. By offering an ad-free feed, Meta could improve the user experience for those users who are willing to pay for it.
Third, the ad-free feed could be a way for Meta to attract more high-profile users to the platform. Many celebrities and brands are already on Instagram, but some of them may be hesitant to use the platform because of the ads. By offering an ad-free feed, Meta could make Instagram more attractive to these high-profile users.
What are the pros and cons of the ad-free feed?
- Ad-free experience for users who are willing to pay for it.
- Improved user experience for users who find ads to be annoying and intrusive.
- More attractive platform for high-profile users like celebrities and brands.
- New revenue stream for Meta.
- Could create a two-tier system on Instagram, with paid users getting a better experience than free users.
- Could reduce Meta’s advertising revenue if a large number of users switch to the ad-free feed.
- Could make it more difficult for small businesses and creators to reach their audience on Instagram.
It is important to note that the ad-free feed is still in the testing phase. Meta has not yet announced when or if it will be available to all users. The ad-free feed will not be completely free of ads. Users will still see ads in other areas of the Instagram app, such as in Stories and Reels.
It is possible that Meta could offer different subscription tiers for the ad-free feed. For example, one tier could offer an ad-free feed with all of the features of the current free version of Instagram. Another tier could offer an ad-free feed with additional features, such as exclusive content from creators or early access to new features. It is also possible that Meta could offer the ad-free feed for free to certain users, such as verified accounts or users who pay for a Meta Verified subscription.
Only time will tell how the ad-free feed will impact the Instagram platform. However, it is clear that Meta is exploring new ways to generate revenue and improve the user experience.