Instagram feed becomes pay-to-view

Emre Çitak
Oct 24, 2023

Meta, Instagram's parent company, is testing a new paid verification feature that allows a select group of users to filter their main and Reels feeds to show only content from Meta Verified accounts. This experiment creates a more exclusive space within Instagram for verified accounts, which are those that have paid for verification under Meta's subscription framework.

Meta Verified accounts have undergone a rigorous verification process and have been awarded the coveted blue checkmark, which symbolizes their credibility. The dedicated feed offers a virtual space for these accounts to connect and share content in a curated environment.

Meta Verified Instagram feed
Adam Mosseri announced that his platform is working on a Meta Verified Instagram feed - Image courtesy of Mosseri/Instagram

The Meta Verified ecosystem

The dedicated feed is a distinct segment within the Instagram app. Only content from Meta Verified accounts is visible in this space. This separates high-profile individuals, celebrities, and influencers into an exclusive community where meaningful interaction and engagement are prioritized.

Without assuming Meta's intentions, let's examine the strategic objectives behind the introduction of the Meta Verified dedicated feed.

Strategic considerations

One potential objective of this feature is to improve engagement on the platform. By providing Meta Verified accounts with a dedicated space, Instagram may be aiming to foster a more authentic and meaningful form of interaction, which could enhance the user experience.

Another potential objective is to incentivize users to consider Meta's subscription offerings. This could be a strategic move to boost revenue and user loyalty.

On the other hand, a "filtered" feed may cause many users to be uncomfortable with this change as Instagram was previously free for everyone without any discrimination.

Meta Verified Instagram feed
A Meta Verified Instagram feed could either increase or decrease user engagement within the platform

Simplifying content discovery

From the perspective of Meta Verified subscribers, the dedicated feed could be a valuable tool for increasing their discoverability. It provides a platform for them to be prominently featured, which could expand their reach and influence.

For regular users, the precise value and implications of this feature remain to be seen. It could potentially result in a stream of promotional content, depending on individual preferences and interests.

Meta's footprint tracking

It has become obvious that Meta follows many social media platforms. Most of the platforms of Meta are inspired by previous applications (TikTok x Reels, Stories x Snapchat, Threads x Twitter/X, etc.), and the idea of an exclusive feed for paid users was actually announced by Elon Musk in the past weeks for his platform X.

While developing an understanding far from originality can keep users on the platform due to the fact that their applications have now become "branded", many users are uncomfortable with this repetition.

Featured image credit: Meta.


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  1. Peter Parker Kent said on October 25, 2023 at 10:15 pm

    I’m waiting for the “This mf paid for Meta [subscription]” memes that were so tiresome to see on ThePlatformFormerlyKnownAsTwitter

  2. Anonymous said on October 24, 2023 at 9:01 pm

    A fool and his money are soon parted.

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