Snapchat launches Creator Subscriptions to deepen fan engagement and unlock scalable creator revenue. Social media platforms like Instagram and Facebook currently offer a similar feature. With Creator Subscriptions, fans receive access to exclusive content across Snap and Stories. Users will also get priority replies and an ad-free experience within that creator’s Stories. This seems to be the company’s latest attempt to diversify beyond its advertising-dependent business model.
Snapchat launches new Creator Subscriptions program
Snap says that Creator Subscriptions give creators the freedom to experiment, reward their biggest supporters, and build a recurring income stream. This expands on existing monetization offerings like the Unified Monetization Program and the Snap Star Collab Studio. The alpha testing of Creator Subscriptions will launch on February 23rd on iOS with a select group of US-based Snap creators. It also plans to expand to Canada, the UK, and France in the coming weeks.
Creator Subscriptions will also offer creators a new sustainable source of revenue on top of existing monetization options and more direct engagement with their loyal fans. Creators also get flexibility and control over how they show up for their community. Creators can also decide on the pricing. Snap says that creators can set their own monthly pricing across Snap-recommended tiers.
“This launch builds on our continued investment in a creator-first monetization ecosystem–one designed to help creators strengthen relationships with their communities and build sustainable, scalable businesses on Snapchat,” says Snap in the announcement post.
Alpha testing for US creators launches February 23
Snap says that users can subscribe to creators, including Heremiah Brown, Harry Jowset, and Skai Jackson, among others. It also says that Creator Subscriptions will expand to more Snapchatters, creators, and devices in the coming weeks.
The creator subscription space has been booming in recent years. Platforms like Patreon reportedly processed over $3.5 billion in creator payments, and Substack hosts thousands of paid newsletters. It seems that Snap wants a piece of that action. However, it faces tough competition, though. YouTube has been refining its channel membership program, giving creators tools to offer exclusive badges, emojis, and members-only content. Instagram, too, launched subscriptions in 2022 and is seeing a great reception.
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