Snapchat is launching Creator Subscriptions, a new feature that allows creators to post exclusive content and charge a monthly fee for it. With this, Snapchat is jumping on the subscription bandwagon, as similar features already exist on other social media platforms like Facebook and Instagram.
The Creator Subscriptions feature is rolling out in alpha/testing phase starting February 23, and will be initially available to a small, hand-picked group of creators in the United States. The feature will also expand to creators in Canada, the U.K., and France in the coming weeks.
Snapchat says that “Creator Subscriptions give creators the freedom to experiment, reward their biggest supporters, and build a recurring income stream on Snapchat that grows with their audience.” It will also provide creators with an additional, more direct way to earn, beyond current monetization tools like the Unified Monetization Program.
Here’s what the fans will receive when they subscribe to their favorite creator’s exclusive content:
- Exclusive content (subscriber-only Snaps, Stories, photos, and videos).
- Priority replies (subscribers" messages to public Stories get highlighted at the top).
- Ad-free experience within that creator"s Stories.
Creators will be able to set their own pricing, with Snapchat recommending tiers ranging from $4.99 to $19.99 per month. However, not all the money from subscriptions will go to the creators, as Snapchat will keep around 40% through platform fees.
The test starts with around 15 creators, including names like Jeremiah Brown, Harry Jowsey, Skai Jackson, and others. Snapchat will initially introduce Creator Subscriptions to iOS users in the US, as the Android timing hasn’t been specified yet.
The introduction of Creator Subscriptions will likely change the economics of the platform. It remains to be seen how the creators will adjust their content strategy now that they can directly charge for it, especially with Snapchat taking a significant cut of the revenue.