Meta subscriptions: an asset or a pitfall for users and advertisers?

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Think of a world where using Facebook or Instagram might cost money.

A paid Meta subscription, to be ad-free (a bit like Youtube, with Youtube Premium)

Sounds strange, doesn't it?

But that's exactly what Meta, the company behind these two social media giants, has decided to do.

They've launched a paid subscription.

It sounds a bit like a VIP ticket for special features on these platforms.

But why pay for something that has been free until now?

That's a big question, especially for the millions of people who use these sites every day.

This Meta subscription is changing the way we see and use Facebook and Instagram.

Before, everyone had access to the same features, but now it seems there's a "premium" version for those who can pay.

This raises a lot of questions.

1. is it worth it?
2. what does this mean for those who don't want to or can't pay?
3. And how will it affect people who use these platforms to connect with friends, family or even to promote their business?

In this article, we'll explore all these questions.

We'll take a close look at this new Meta subscription, what it offers, and what it means for ordinary users and marketing professionals alike.

It could change the way we interact online, and it's important to understand what it means for you.

Paid Facebook subscription

Understanding Meta's paid subscription (Facebook and Instagram)

Meta recently introduced a concept that could change the way we use Facebook and Instagram: a paid Meta subscription.

This subscription, at first glance, may seem like just another expense, but it actually hides features that could be very attractive to some users.

How much does it cost?

To use it on a computer, you'll have to pay 9.99 euros per month.

But if you prefer to use your phone, it's a little more expensive, at 12.99 euros.

Why the difference?

It's because of the additional charges imposed by application stores like Apple and Google.

When you pay for this subscription, your account gets a special blue certification badge.

This badge is a sign that your account is authentic, that it's really you and not an imitation.

Not to be confused with Instagram's advertising badge, which allows you to earn money on LIVE.

Meta certification badge

But what exactly do you get with this subscription?

Firstly, it authenticates your account, which can be crucial for public figures, influencers, or even businesses looking to establish a reliable online presence.

What's more, Meta promises better visibility and support in the event of problems.

This can mean that your publications could be seen by more people, and your technical worries could be resolved more quickly.

It's important to note that this subscription isn't just a way of paying for VIP status.

It fundamentally changes the way accounts are viewed and treated on platforms.

This raises questions about fairness and accessibility, especially for those who can't afford to pay.

Why subscribe? Benefits for users

So why would anyone want to pay for this Meta subscription? There are several advantages that may attract users, especially those looking to stand out on these crowded platforms.

  • Account authentication: The first and most obvious benefit is the authentication badge. In a world where fake accounts and imposters are commonplace, having a badge that confirms you're "you" is a big plus. This can be particularly important for public figures, content creators, and businesses who want to establish trust with their audience.
  • Increased visibility: Another key benefit is increased visibility. Meta suggests that subscribed accounts could benefit from greater attention. This means your posts could appear more often in other people's news feeds, increasing your chances of engagement and recognition.
  • Priority support: Subscription also includes priority support. If you run into technical problems or have questions about the platform, you'll have access to faster, more efficient help. For those who rely heavily on these platforms for their work or online presence, this can be a big advantage.
  • Enhanced Security: Finally, there's the security aspect. With subscription, Meta promises enhanced security features to protect your account from hacking and abuse. This is an important consideration in an online environment where security is often put to the test.

In short, this subscription could be a worthwhile investment for those looking to maximize their online presence and protect themselves from common social media problems. However, it all depends on your needs and how important these benefits are to you.

Paid Meta subscription

When to say no Limits and drawbacks

Despite the potential benefits, Meta's paid subscription is not for everyone. It's important to weigh up the limitations and drawbacks before deciding to subscribe.

  • Cost versus Benefits: The cost of the subscription may not be justified for ordinary users. If you use Facebook and Instagram to keep in touch with friends and family, or for leisure, the benefits of subscription may not be worth the investment.
  • No Guarantee of Increased Engagement: While subscribing may increase visibility, there's no guarantee that it will result in a significant increase in engagement or followers. Users should always create interesting and engaging content.
  • Impact on Social Perception: The introduction of a paid service can create a division between "premium" users and others. This could influence the way people interact on these platforms, and create a kind of unwanted social hierarchy.
  • Dependence on a paid platform: By choosing to pay for features on one platform, users could find themselves dependent on paid services to maintain visibility and engagement, which can be a slippery slope.
  • Ethical and privacy considerations: Some users may have ethical or privacy concerns about paying for a service that was previously free and accessible to all. This decision could be perceived as a way of monetizing access to basic functionality.

In summary, while a Meta subscription may offer certain benefits, it's crucial to consider whether these benefits match your needs and justify the additional cost. For many, the current free features of Facebook and Instagram may be more than enough.

Impact on advertising strategies

The introduction of Meta's paid subscription also has implications for advertising strategies on these platforms. Here's how it could affect advertisers:

  • Visibility of Subscribed Accounts: Subscribed accounts could benefit from increased visibility. This means that ads delivered from these accounts could potentially reach a wider audience. Advertisers could therefore consider investing in a subscription to increase the reach of their campaigns.
  • Refined Ad Targeting: With account authentication, ad targeting could become more precise. Advertisers could better identify and reach authentic, engaged audiences, which could improve campaign effectiveness.
  • Advertising costs: If subscriber accounts gain in popularity, there could be increased competition for advertising space on these accounts, which could potentially increase costs for advertisers.
  • Changing Engagement Trends: With users potentially more focused on subscribed accounts, engagement trends could change. Advertisers will need to pay close attention to these trends to adjust their content and targeting strategies.
  • Impact on Small Business: Small businesses, in particular, could feel the pressure of having to pay to stay competitive. This could create a disadvantage for those with limited advertising budgets.

In summary, Meta's paid subscription is likely to change the dynamics of advertising on Facebook and Instagram. Advertisers need to be ready to adapt to these changes, carefully assessing the impact on their reach and advertising budget. This may require new strategies and a re-evaluation of the use of these platforms for digital marketing.

Paid Instagram subscription

Risks for Meta advertisers

With the introduction of Meta's paid subscription, users of Facebook and Instagram advertising also need to be aware of potential risks. Here are some of the main challenges they could face:

  • Increased dependence on the Paid Ecosystem: If subscription becomes popular, advertisers may feel compelled to pay to maintain their visibility and competitiveness. This creates an increased dependence on a paid model, which can be risky, especially for small businesses with limited budgets.
  • Increasing advertising costs: With the introduction of paid features, advertising costs on Meta could rise. This could reduce the return on investment for certain campaigns and make marketing on these platforms less affordable.
  • Audience fragmentation: The introduction of a subscription layer could fragment the audience into two groups: those who pay and those who don't. This could complicate targeting strategies and require advertisers to reassess their target audiences. This could complicate targeting strategies and require advertisers to reassess target audiences.
  • Trust Erosion Risk: If users perceive that subscriber accounts are receiving preferential treatment, this could erode trust in the platform. Advertisers need to be careful not to be associated with practices that could be perceived as unfair or exclusive.
  • Changing user behavior: it's unclear how users will respond to paid subscriptions. If it leads to a significant change in the way people use Facebook and Instagram, advertisers will have to adapt quickly to these new behaviors.

In conclusion, while Meta's paid subscription may offer new opportunities, it also presents significant risks for advertisers. It's crucial for them to monitor these changes carefully, assess their impact on advertising strategies, and be ready to adapt to remain relevant and effective in their digital marketing efforts.

Frequently asked questions

Is the blue certification badge the same as the Instagram advertising badge?

No, these two badges are different. The blue Meta subscription certification badge is a sign of the account's authenticity, indicating that it's really you and not an imitation. The Instagram advertising badge, on the other hand, is linked to monetization and enables you to earn money on LIVE. They have distinct functions and criteria for obtaining them.

Does a Meta subscription guarantee an increase in engagement on my publications?

No, Meta subscription does not guarantee increased engagement. While it may offer greater visibility, engagement still depends on the quality and relevance of your content. Subscription can increase your chances of being seen, but it's up to you to create interesting and engaging content for your audience.

Do I have to subscribe to continue using Facebook and Instagram?

No, Meta subscription is not mandatory. You can continue to use Facebook and Instagram for free as before. Subscription is an additional option for those looking for premium features and increased visibility.

How does Meta subscription affect account visibility?

Meta subscription promises greater visibility for subscribed accounts. This means your posts could appear more frequently in other users' news feeds. However, exact visibility is not guaranteed and always depends on the platform's algorithms and the engagement of your audience.

How does Meta subscription affect small businesses advertising on these platforms?

Meta subscription could create challenges for small businesses. They may feel pressure to subscribe in order to remain competitive, which could increase their marketing costs. What's more, if advertising costs rise due to increased competition for ad space on subscribed accounts, this could put businesses with limited advertising budgets at a disadvantage. Small businesses will need to carefully assess whether the benefits of subscription justify the additional cost in relation to their marketing objectives and budget.


Meta's introduction of paid subscription represents a significant turning point in the use of social networks. For users, it offers new options, notably in terms of authenticity and visibility, but it also raises questions about value and fairness. For advertisers, this shift could mean new opportunities for targeting and visibility, while presenting risks associated with increased costs and reliance on paid features.

What's clear is that this subscription is changing the way we perceive and use Facebook and Instagram. It's crucial for users and advertisers to remain informed and adaptive. Users need to assess whether the benefits on offer match their needs, while advertisers need to be ready to adjust their strategies as the platform dynamics change.

Ultimately, the success of this paid subscription from Meta will depend on how it is adopted by its user base and the perceived value it brings. This merits continued observation to fully understand its impact on the social media and digital marketing landscape. For everyone, whether you're an everyday user or a professional advertiser, it's time to take a close look at these changes, assess their implications and plan accordingly. Stay curious, flexible and ready to navigate this new chapter in social media.