LinkedIn may not be known as a “fun” social media platform, but that isn’t stopping it from trying. The platform recently released three games: Pinpoint, Crossclimb and Queens. The games are free (for now). Enjoy, I guess?
In today’s newsletter:
Going Behind the Headlines: Tiering Up — Meta Doubles Down on Paid Subscriptions
Social Snacks: Instagram’s New Reveal Sticker
Trending: Ice, Ice Baby
🫠 TIERING UP
From the beginning of social media, we had an agreement with platforms that basically went like this:
Hey, want to use our platform for free? YES!
Well, all you have to do is look at these ads. Or pay for ads. Or have your information shared so you can get served up ads. UM, OK. SURE.
But in recent years, social media companies have started to ask users to actually pay for the privilege of using the platforms. And while Meta wasn’t the first to introduce a subscription, it seems to be the most excited to find ways for us to fork over cash (including one package for $350US per month!).
Let’s get into Meta’s new subscription tiers, and what this all means for brands, creators, and social media users in general.
1/4 How it started
Twitter was the first social media platform to introduce paid subscriptions with Twitter Blue, which offered a few additional features for about $7 per month. But when Elon Musk took over the platform in October 2022, he went even further, taking away those free blue verification checkmarks in an effort to get people to pay even more for the privilege of verification.
It didn’t take long for Meta to join in, announcing Meta Verified in February 2023, which offered a verified badge, more protection from impersonation, additional support, increased visibility and reach, and exclusive features. Meta followed up that initial package by offering users in the Europe the option to pay to use Facebook and Instagram without ads.
2/4 How it’s going
Now, Meta has taken things to the next level by offering FOUR tiers of subscriptions.
“Through additional market research, we identified more tools to offer subscribers based on some of the top needs these businesses have on our apps, like driving better connection and customer engagement, and helping with account protection,” Meta said recently in a blog post.
A test of the expanded four tiers — starting at 14.99US per month, going up to $349.99US per month — is beginning in Australia and New Zealand, and expanding to Argentina, Mexico, Chile, Peru, France and Italy.
3/4 The new features
Sure, you get the verified badge at all levels. But the higher-level tiers also offer features that many social media accounts would covet, including:
Search optimization: Appear at or near the top of search results.
Featured account: Have the opportunity to be featured in Feed and introduce your business to new audiences.
Links in Reels: External linking in your Reels video content
Meta Verified Support also gets better with each tier level.
4/4 Should you pay?
Many on social media are saying they refuse to pay. BUT, with features like search optimization and featured accounts, it’s going to be hard to compete on Facebook and Instagram with other accounts that do pay for these additional perks. And you only have to be hacked once to understand the value of that increased support level.
Big picture: The contract that we had with social media companies died when Twitter started testing a subscription model. It was a warning for us all that other platforms would no longer be “free” and that we would pay with our information, and our wallets. We’re officially in the era of paid social media.
But don’t get too discouraged — there are always new social media platforms being launched, and maybe the next one will truly be about community.
🌮 SOCIAL SNACKS 🌮
Instagram’s New Reveal Sticker
Instagram released four new stickers for Stories. I’ve seen the most chatter about the “Reveal” sticker. Essentially, it hides an image until someone DMs you to reveal what it is. Here’s how to use it:
Click on the + sign to create your Story and pick an image you’d like to share.
Then, go to the Stickers icon and look for the “Reveal” icon (if you don’t see this yet, it may still be rolling out to your account).
You’ll be prompted to add wording that “hints” at what the image is. Try to think of a teaser that would make someone want to DM you for the privilege of revealing the image.
There is a preview button in the bottom left-hand corner that will show you how the image will appear to others.
You apparently won’t have to approve every DM in order for people to see your story.
Note: I tested this on a client account. I didn’t receive many DMs, and I feel like perhaps the feature is so new that many people don’t know what it is or how to use it just yet.
And if you’re wondering why Instagram is trying to encourage DMs, it’s because they are trying to attract Gen Z to the platform. Gen Z is used to living in the DMs on other platforms, such as Snapchat. But just because it’s designed for Gen Z doesn’t mean we can’t all take advantage of new features.
As always — make sure it aligns with your social media strategy, content, resources, and audience!
🧊 ICE, ICE BABY
We’ve reached peak luxury ice
For over a year now, luxury ice has been dominating social media platforms. You might have seen videos like this one of “fancy ice restocks” or videos like this showing you how to make fancy ice roses. People are also ordering expensive ice cubes via the mail (like these ones for $325US), and buying appliances that make luxury ice. The New York Times and Vanity Fair have written about this trend.
But luxury ice hit a new peak recently when singer Camilla Cabello wore a melting ice block as a purse to the Met Gala. It cost $22,500 and inside the melting block of ice was a single copper rose.
If you think this all sounds crazy, and that you’ll never get this excited about ice, remember that bottled water used to be considered a luxury item and now lots of people buy bottled water, and very expensive (Stanley) water bottles.
If you look at the comments on Cabello’s Instagram post, she got a lot of push back on spending so much on something that melts in today’s economy when many are having trouble affording groceries and housing (not to mention the geopolitical issues happening around the world). If you’re planning to share “luxury” posts on your social media platforms, be aware that many are pushing back on indulgences, celebrities, and influencers.