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<ul><li>Last week, <keyword id="3453455" type="General" weightage="20" keywordseo="adam-mosseri" source="Orion">Adam Mosseri</keyword>, Head of Instagram announced that Instagram is testing its <keyword id="72984" type="General" weightage="20" keywordseo="subscription" source="Orion">subscription</keyword> model for select content creators in the US, a news that was received with much enthusiasm by creators across the globe.</li><li>We spoke to a few experts and creators to understand its larger implication for creators and what's in it for the audience.</li></ul>Instagram has finally started testing its long-awaited subscription model to give its creators a ‘predictable’ income, Adam Mosseri, Head of Instagram said in a video posted on Twitter. “With Instagram Subscriptions, creators can develop deeper connections with their most engaged followers and grow their recurring monthly income by giving subscribers access to exclusive content and benefits, all within the same platform where they interact with them already,” explained the platform in a statement. Instagram has started testing subscriptions with a handful of creators in the US who will be able to set a monthly price of their choice, unlock a “subscribe” button on their profile and offer the following benefits to their subscribers: Subscriber Lives: Creators can broadcast exclusive Lives to their subscribers, allowing them to engage more deeply. Subscriber Stories: Creators can create stories just for their subscribers, allowing them to share exclusive content and to use interactive story stickers with their most engaged followers only. Subscriber Badges: Creators will see a subscriber badge next to comments and messages so they can easily identify their subscribers. “Over time, we hope to expand these features because it's important that subscriptions are integrated throughout the entire Instagram experience. We also believe creators should own their relationship with their subscribers. So we are working on ways creators can take their subscriber list and bring them off of Instagram to other apps and websites built by other companies," Mosseri said. To understand the larger implications of this move on creators and the overall creator ecosystem, we reached out to a few experts and creators and here’s how they took the news: <keyword id="6575948" type="General" weightage="20" keywordseo="aayush-tiwari" source="Orion">Aayush Tiwari</keyword>, VP - Talent Management &amp; Music Business, Monk Entertainment Instagram is surely one of the ‘you can’t imagine internet without it’ platform, with a vast user base not just in India, but worldwide as well. This subscription feature will definitely encourage and motivate more creators to get on the platform, make quality content and create a passive source of income. The creators here, unlike working with brands, will have the full content/creative control, thus the conversion factor will solely depend upon the creator. True fans who want to enjoy exclusive content and benefits will be enthusiastic towards subscription models. We’ve seen good community support where users don’t mind paying a certain fees to avail more of their favourite content, so hoping this new feature will be a good start for not just established creators but also for the one’s who have just started their journey. The audience can then be a part of their favourite creators’ exclusive community. <keyword id="3074792" type="General" weightage="20" keywordseo="ishan-jindal" source="Orion">Ishan Jindal</keyword>, Founder &amp; CEO, Wobb.ai Content is the core of any social media or short video app. With the growing number of these apps in the last few years, creators have multiple options today on which they can showcase their talent. Adding a subscription feature will allow Instagram to offer a more complete solution to content creators. Multiple income streams coming from a single platform, in turn, will add to app stickiness. Today, Indian consumers are willing to pay a premium for exclusive content and we have seen this with a growing number of OTT, and subscription-based publications. The model is also validated by players in the USA who currently allow creators to monetize their premium content via subscriptions. Interestingly, we did a survey with Wobb influencers recently on subscription-based content, 42% of the respondents were concerned about not being able to differentiate enough consistently to charge for a premium on the content. Therefore, it may not be the smoothest ride, at least in the beginning. But in the long run, I think the market will adapt to this and we will see many interesting ways in which creators differentiate, and monetize via the subscription route." Aayushman Sinha, Co Founder and Director, BlackCab Adam Mosseri's announcement of subscriptions today is a monumental step towards the creator economy. While Memberships were already available to certain creators on YouTube, the mass of content creators in India actively participate on Instagram and will be the biggest beneficiaries. From subscriber only live streams to subscriber badges, 'fan affinity' will finally be monetized in lines with the current NFT culture. It will be exciting to see how creators use their paid subscriber lists and take them off platform for deeper engagement, for example a musician taking his paid subscribers for an in person album listening party before it releases. Truly exciting times ahead for both creators and brands with a strong following! The audience too can now finally look at more meaningful engagement beyond the simple like and comment and also truly flex their support with superfan subscriber badges, exclusive content and the various subscriber only benefits that will be built specifically for them. The power of community on Instagram can finally be monetized! Gautam Madhavan, CEO, Mad Influence First and foremost, this is not a new phenomenon in the social media sphere. This was previously available on YouTube. There is currently a YouTube subscription service that allows you to subscribe to influencers, channels, and exclusive material. Because only those with paid memberships may subscribe, it offers a new money source for influencers and helps them to establish a more devoted following. Only 5% of a million individuals subscribe to their favourite producers or influencers, demonstrating how much they appreciate and admire their work. This 5% will be converted into actual money, which will become an income stream for the artists as well as a long-term fan following. As a result, the community grows stronger and the creators will also be motivated to create more quality content for their exclusive paid subscribers. <keyword id="8626530" type="General" weightage="20" keywordseo="raj-shamani" source="Orion">Raj Shamani</keyword>: Digital Content Creator, Investor, Podcaster and Entrepreneur Instagram’s subscription model just proves that Instagram is all here for the support of the creators and grow of the creator economy. With subscription model coming in, many might start taking content creation on Instagram more seriously. Not only as a thing to express but also a career choice. So we can see many creators emerging not only in India but also in the whole world. The best part about the subscription model is that audience will get to interact with the creators directly. They will get to learn from them and as creators will form real bonds with their audience, it will also help them to gain loyal followers in the long run. This will also remove the virtual gap that audience and creators have and that will only develop more trust. As creators will know their audience personally, this will help them create content their audience wants. Abhiraj Rajadhyaksha &amp; Niyati Mavinkurve (Abhi and Niyu)- Digital Content Creator: Instagram testing subscriptions is probably the most exciting news for creators, even in India. Although features are generally rolled out quite late to India as a market, for creators, there is now a viable form of earning from the platform. So, the problem of creating content is two-fold. One, the creators need to find a reliable source of monetization so that they can continue to create content that they love. Two, many people from the audience want to support creators but they don’t know how to. Adding subscriptions will solve both these problems, especially for smaller creators. As of now, monetization on Instagram is limited to brand collaborations and finding the right brands for your vision can be difficult, especially if you are creating content in a narrow niche. The audience will benefit from this move. One, they can get exclusive perks from the creator, like special lives, special interactions, visibility in comments. The audience can be a part of an exclusive community and get directly in touch with the creator. India’s audience at the moment is used to consuming content for free. However, with multiple different OTT platforms, they’re slowly maturing into an audience that will also pay to watch content or get exclusive perks. There will also be creators who use subscriptions as their only form of monetization without any brand collaborations. In such a case, the bond between the creator and the audience willing to pay is even deeper. The audience will know that they’re helping the creator produce content that they love to watch. Arushi Gupta, Head- <keyword id="1864633" type="General" weightage="20" keywordseo="influencer" source="Orion">Influencer</keyword>.in, part of social beat: <div type="image" title="arushi - Influencer in" msid="89089950" hostid="261"></div> I feel like this is an incredibly exciting time to be a creator and a consumer. Today most people don’t understand that content creation is an extremely time-consuming, full-time job and this feature will provide creators a way to sustain themselves financially. At the same time, creators will also have a certain sense of responsibility and accountability towards their audiences. Though the Indian market will take some time to adapt to this, I anticipate that this will eventually grow on us. If a few years ago someone told me I would be paying to watch movies on the internet, I would laugh it off. But here I am (and 4.4 million other Indians) paying for a Netflix subscription. With creators having more creative freedom, the platform hosting better quality content and audiences not being saturated with ads, the implications it will have on the creator economy are endless. Sounds like a win-win for all!’

Instagram is finally testing subscriptions in the US, here’s how experts feel it will benefit creators

<ul><li>‘<keyword id="13945161" type="General" weightage="20" keywordseo="shadowbanning" source="Orion">Shadowbanning</keyword>’ or ‘ghost banning’ is the act when <keyword id="6354632" type="General" weightage="20" keywordseo="social-media" source="Orion">social media</keyword> posts are taken down, muted or hidden from followers without informing the user or creator.</li><li>A user could continue posting, but their posts won’t be visible to the rest of the community.</li><li>While <keyword id="1020663" type="General" weightage="20" keywordseo="social-media-platforms" source="Orion">social media platforms</keyword> have denied that shadowbanning exists, many <keyword id="2893283" type="General" weightage="20" keywordseo="content-creators" source="Orion">content creators</keyword> and internet users believe otherwise.</li><li>In the last few years, many shadowbanning trackers have also cropped up on the internet.</li><li>Here’s all you need to know about shadowbanning.</li></ul>Shortly before Tesla’s CEO <keyword id="6355315" type="General" weightage="20" keywordseo="elon-musk" source="Orion">Elon Musk</keyword> announced his intentions to buy social media platform Twitter, he made a ‘joke’ about Microsoft’s co-founder Bill Gate gaining weight. Immediately after, he tweeted again to say, “<a href="https://twitter.com/elonmusk/status/1517716718382166016?s=20&amp;t=zq4YSc9IXneApnGilXPtHg">Shadow ban council reviewing tweet,” with an image of six hooded people </a>who seem to be discussing something fishy. <div type="twitter" handle="elonmusk" handlename="Elon Musk" image="http://pbs.twimg.com/profile_images/1521957986335297536/itVSA7l0_normal.jpg" favoritecount="645420" retweetcount="45160" status="shadow ban council reviewing tweet … https://t.co/cawjtwc7CW" createdat="1650686838000" id="1517716718382166016"></div> This conversation around <keyword id="13945237" type="General" weightage="20" keywordseo="shadowban" source="Orion">shadowban</keyword> isn’t new. It comes and goes in phases. Now, more Indian content creators are experiencing shadowbanning and it’s becoming a widespread concern among internet users. <div type="image" title="shadowbanning.2" msid="91589972" hostid="261" caption="&amp;lt;p&amp;gt;How has &amp;#39;shadowbanning&amp;#39;, as a search term, seen growth in the last five years across the world&amp;lt;/p&amp;gt;"></div> Recently, Indian independent journalist Rana Ayyub claimed to have been shadowbanned on social media platform Instagram for speaking up for Palestinian citizens. <a href="https://www.instagram.com/p/Ccda_o8ptah/?utm_source=ig_embed&amp;ig_rid=c6659d3b-ccbe-4721-9776-8ff25a1a8f3e">Palestinian-American model Bella Hadid</a> also called out Instagram for suppressing her voice, limiting her reach and <a href="https://images.dawn.com/news/1189941/if-you-want-me-to-stop-talking-they-should-stop-killing-bella-hadid-on-instagrams-palestine-censorship">deactivating</a> the 'share' button on her 'Save Palestinian Citizens' post. She termed it a ‘breach of human rights’ and "the biggest form of bias and unjust censorship". <a href="https://time.com/5863350/tiktok-black-creators/">TikTok was also called out</a> by quite a few content creators for shadowbanning their posts on Black Lives Matter. <cmsannotation type="cmsannotation" annotationid="What is shadowbanning and how it has evolved on the internet" text="What is shadowbanning and how it has evolved on the internet">What is shadowbanning and how it has evolved on the internet</cmsannotation> A number of content creators Business Insider India spoke to defined ‘shadowbanning’ or ‘ghost banning’ as social media posts being taken down, muted or hidden from followers without informing the user or creator. It is generally understood to be secret censorship of a person, community or a topic on social media. It quietly silences opinions. As per media reports, the word ‘shadowban’ appeared in the early 2000s. It was a moderation technique, used to keep a check on bots, trolls, shitposters or anyone else they deemed harmful. Shadowbanning isn’t just a social media lingo. It even <a href="https://www.vice.com/en/article/a3q744/where-did-shadow-banning-come-from-trump-republicans-shadowbanned">existed in the</a> 80s, wherein bulletin board systems (BBS), a computer server-running software used to exchange information, would limit ‘twit bit.’ Someone who would exhibit immature behavior, was flagged as a ‘twit’ and was granted limited access. After they were flagged, only the twit and the admin could see their messages on the board. As the internet became a primary mode of communication, content moderation and social media algorithms became much more complicated and lines started blurring. Today, people use the term shadowbanning quite often. Some content creators blame the streak of their low-performing content pieces or dip in reach on shadowbanning. “No matter how exciting the word shadow banning sounds, the fact is that intricately means banning the voice of somebody completely. The word banned is binary in nature, it's a zero or a one, there is no spectrum here. So that means you will literally get no one else to see your content,” clarifies Preetham Venkky, Chief Digital Officer of advertising agency DDB Mudra Group and President at digital marketing agency 22feet Tribal Worldwide. As per a few media <a href="https://www.economist.com/the-economist-explains/2018/08/01/what-is-shadowbanning">reports</a>, when shadowbanned, users can continue to post messages, add new followers and comment or reply to other posts. But their messages may not appear in the feed, their <a href="https://www.huffpost.com/entry/instagram-shadow-banning-is-real_n_5e555175c5b63b9c9ce434b0">replies may be suppressed </a>and they may not show up in searches under their usernames. An economist report also said that a major and <a href="https://www.huffpost.com/entry/instagram-shadow-banning-is-real_n_5e555175c5b63b9c9ce434b0">sudden drop </a>in likes or retweets is also a form of shadowban, wherein the user is restricted to reach out to new people. Their posts are only visible to them and their followers. Body positivity content creator Prableen Kaur has seen a few creators and users being shadowbanned. She defines it as, “There's a certain topic that you're talking about, and maybe the platform doesn't want anyone to talk more about it, then they will decrease the amount of reach you will get on a particular post and that is shadowbanning for me. So for example, if there's something being spoken around bullying, then Instagram will shadowban that kind of user and try to not make it reach more people so that people are not influenced in the wrong way.” <div type="image" title="Prableen Kaur" msid="91590246" hostid="261" caption="&amp;lt;p&amp;gt;Digital creator Prableen Kaur shares what is shadowbanning&amp;lt;/p&amp;gt;"></div> <cmsannotation type="cmsannotation" annotationid="Un-webbing shadowban: a timeline" text="Un-webbing shadowban: a timeline">Un-webbing shadowban: a timeline</cmsannotation> In 2019, Instagram had apologised for shadowbanning <a href="https://www.ctvnews.ca/sci-tech/instagram-apologizes-to-pole-dancers-after-hiding-their-posts-1.4537820">pole dancers</a> and <a href="https://www.vice.com/en_ca/article/7xg5dd/instagram-apologizes-for-blocking-caribbean-carnival-content">attendees of a Caribbean carnival</a>. Posts with hashtags #PoleFitness and #StLuciaCarnival were removed from the explore tab completely but the platform said it was an error. “We apologise for the mistake,” a spokesperson said in both these cases. “It is never our intention to silence members of our community,” said the platform spokesperson. In India, Facebook and Instagram ‘<a href="https://thewire.in/tech/facebook-and-instagram-mistakenly-blocked-sikh-for-almost-three-months">mistakenly blocked</a>’ #Sikh for almost three months in 2020. A similar apology was released after it caught international attention. An Instagram spokesperson said its ‘processes fell down and it was never their intention to silence members of this community.’ <div type="twitter" handle="InstagramComms" handlename="Instagram Comms" image="http://pbs.twimg.com/profile_images/1305901852190482434/nVjrSoGe_normal.jpg" favoritecount="2052" retweetcount="840" status="We have unblocked the hashtag #sikh on Instagram and are working to unblock #sikh on Facebook. We're investigating… https://t.co/ugrb7PEKtf" createdat="1591206223000" id="1268236937246019589"></div> It did not seem like a coincidence. It was around the anniversary of <a href="https://www.hindustantimes.com/india-news/operation-bluestar-s-37th-anniversary-today-tight-security-in-amritsar-101622936709706.html#:~:text=events%20of%201984.-,Operation%20Bluestar%20was%20a%20military%20action%20ordered%20by%20then%20PM,and%20left%20the%20shrine%20damaged.">Operation Blue Star</a>, which was a military action ordered by former PM Indira Gandhi to flush out Sikh militants holed up in Harmandir Sahib Complex. Posts associated with #Sikh went up as the community raised its voice to mark the injustices of 1984; but were never heard. <cmsannotation type="cmsannotation" annotationid="Is shadowban real?" text="Is shadowban real?">Is shadowban real?</cmsannotation> It isn’t just Instagram. All <a href="https://twitter.com/jackielerm/status/1231122961379340289">platforms </a><a href="https://www.papermag.com/tiktok-lgbtq-shadow-banning-2647646779.html?rebelltitem=3#rebelltitem3">deny </a>that shadowbanning is real. However, many users believe it is. There are more than 98.4k hashtags #shadowbanned and 55.7k posts with #shadowban on Instagram as of May 12, 2022. There are over 30 combinations around the hashtag shadowbanned on Instagram, each with at least 100 posts. While it is hard to confirm shadowbanning’s existence, there’s some evidence. In the last few years, many shadowbanning trackers have cropped up on the internet. Websites like HeistSocial.com, Tribber.com, shadowban.eu, <a href="https://shadowban.yuzurisa.com/">shadowban.yuzurisa.com</a>, to mention a few, allow users to determine if they are shadowbanned on different social media platforms. Travel, fashion and lifestyle content creator Avantika Mohan took this test three months ago and confirmed that she was shadowbanned. “A lot of people say that shadowban is just in your head and it is just low-engagement. But when I was shadowbanned, people were unable to see my posts. I even did a poll on Instagram to find out if they could see it. They mentioned that they were unable to see my posts.” <div type="image" title="Avantika Mohan" msid="91590098" hostid="261" caption="&amp;lt;p&amp;gt;Avantika Mohan talks to Business Insider India about her experience of being shadowbanned&amp;lt;/p&amp;gt;"></div> While Mohan said she didn’t see a pattern in this ghost ban, body positive content creator Neelakshi Singh, spotted a trend in how it works. “Creators who’ve called out racism or other marginalised communities like the black community or Asian community were refrained from posting about an issue -- I feel that somewhere that is buried in. Any issues or anything that doesn't fulfill the property or satisfy the mainstream, I feel that goes on to a shadowban.” On the other hand, digital content creator Shivani Kapila believes that it is just a perception. “It's very convenient for a creator like me to say that it [content] is shadowbanned rather than coming up with different content ideas and brainstorming further. It is maybe because my crowd is exhausted of seeing what I've been showing for about six months.” When a social media user is banned permanently from the platform, they receive an official email or a notification before, whereas, when a user is shadowbanned, they are kept in the dark. Their hashtags don’t seem to work -- posts fail to appear on the ‘explore’ tab when clicked on the hashtag. <cmsannotation type="cmsannotation" annotationid="Is there a way to dodge shadowban and play safe?" text="Is there a way to dodge shadowban and play safe?">Is there a way to dodge shadowban and play safe?</cmsannotation> Instagram appears to have shadowbanned hashtags such as #hotweather, #asiangirls, #alone, #brain, #bikinibody, to mention a few. On the other hand, Business Insider India found out that #gunviolence has more than 182k posts as of May 13, 2022. <div type="image" title="Hashtags banned" msid="91590125" hostid="261" caption="&amp;lt;p&amp;gt;Hashtags that are banned on Instagram&amp;lt;/p&amp;gt;"></div> A few users and content creators have found a way to dodge this hashtag ban. “To circumvent the issue of certain words or phrases being flagged, ‘Algospeak’ is fast becoming a commonly used practice among the netizens, where alternatives are found in rhyming words, abbreviations, pop-culture references, emojis and more such creative means. When a platform won’t allow using the hashtag sexual assault to discuss the issue, it becomes #SA. A vibrator isn’t an appropriate lingo for social media, so an eggplant emoji is used; the internet is littered with such examples,” Shivani Kamdar, associate creative director at digital agency SoCheers tells Business Insider India. Rashid Ahmed, head of digital at marketing agency Infectious Advertising, also shared a few words that can get you banned on Instagram. "Body shaming terms (like fat and ugly), negative adjectives or phrases (like sad and selfish or spewing crazy) and known to be factually incorrect statements, can be cause for a user’s post to be shadowbanned. Repeated inappropriate content identifications could lead to a user being barred from posting for a specific period. Unwittingly used tags like #Snap, #pushups, #single, #brain or even #alone, could result in suppression or being shadowbanned." Ahmed suggested that creators can avoid being shadowbanned by "being mindful of the type of content they create, by using appropriately ‘safe’ language, and delivering to their audiences’ interests and tastes." <cmsannotation type="cmsannotation" annotationid="Lack of transparency around updated algorithm is eroding user trust" text="Lack of transparency around updated algorithm is eroding user trust">Lack of transparency around updated algorithm is eroding user trust</cmsannotation> While we all know that Instagram bans certain hashtags time and again to moderate its content and its algorithm keeps changing, many say that its lack of transparency is the most frustrating part. By not informing users what is deemed appropriate by the platform and how to adjust their content as per Instagram’s liking, user trust is affected and it also comes across as discriminatory. Founder and CEO of influencer marketing platform Wobb, Ishan Jindal, says, “If shadow banning is a thing, then it is a drawback at the end of the social media platforms and their flawed policies that practice censorship of voices. In terms of the content creator industry, such a phenomenon would highly restrict a creator’s individualism and unconventional tendencies.” Telling us how it can affect a creator, he adds, “Any type of censorship of the content with the idea of suppressing voices can severely damage the trust between social media platforms and their users. Such a phenomenon also affects public figures, creators and their relationships with the audience.” With their algorithm, social media platforms have the power to decide what the mainstream audience sees on the explore tab. Telling us how algorithms work, Kamdar says, “If a topic or conversation is deemed “inappropriate” by a platform’s algorithm, no matter how significant it is for the individual or the community, the content around it won’t reach its desired audience, thus affecting the creator’s discoverability to an extent. It won’t matter how painstakingly the content is created, or how significant a role it could play, its reach will be limited.” In case of the shadowban on #sikh before Operation Blue Star anniversary, an entire community was stopped from talking about a painful historic event. Similarly, TikTok had restricted #BlackLivesMatter’s reach. While social media platforms have denied the allegations, they have also released apologies for blocking these hashtags, when there was a social movement rising simultaneously in real life. This could lead to lack of trust among many users and content creators. To turn this around, Neelakshi says that platforms need to be more transparent so that creators can work their way around the algorithm and hashtags that are banned. “As a female user, I would want to have more control in terms of what I'm able to create or what I am able to speak about.” It is important for the platforms now to address the ‘ghost’ in the room and bring it out of the shadows. <div type="Article" hostid="261" msid="91578141" title="Elon Musk called Twitter newsfeed algorithms 'manipulative,' prompting a reply from founder Jack Dorsey, who disagreed with the claim" mstype="2" mssubtype="0"></div>

Social media platforms deny but content creators and tracking websites confirm that shadowbanning or silent censorship is real

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Instagram is finally testing subscriptions in the US, here’s how experts feel it will benefit creators

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Social media platforms deny but content creators and tracking websites confirm that shadowbanning or silent censorship is real

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