The impact of Instagram's new monetization policy on emerging creators

Instagram has recently implemented significant modifications to its monetization program that are drastically changing the rules of the game for content creators, especially for those who are beginning their career on the platform.

The update, which came into effect in early 2024, reduces the minimum follower threshold needed to access certain monetization tools from 10,000 to 5,000, opening new doors for emerging talents. However, it also introduces stricter performance metrics that can be challenging for many.

Carla Martinez, a digital marketing specialist based in Barcelona, explains: "The platform is looking for a balance between democratizing access to monetization and maintaining quality standards. It's good news for those starting out, but the requirement to maintain a minimum engagement rate of 4% can be a significant obstacle."

The changes introduced include:

• Access to the Reels bonus program with 5,000 followers (previously 10,000) • Ability to sell digital products with 3,000 followers (previously 5,000) • Introduction of quality metrics: minimum 4% engagement rate • Regular posting requirement: minimum 8 pieces of content monthly • New restrictions on undeclared sponsored content

For creators who are just starting out, these modifications represent both opportunities and challenges. Julia Gomez, a culinary content creator who started just a year ago on the platform, comments on her experience: "The change has been bittersweet. On one hand, I was able to access the bonus program earlier, which allowed me to invest in better equipment. On the other hand, maintaining the required engagement forces me to spend much more time responding to comments and creating interactive content."

Experts recommend several strategies for emerging creators to successfully adapt to these changes:

1. Diversify formats: Combine Reels, static posts, and Stories to maximize reach.
2. Create niche content: Specialized content tends to generate higher engagement and loyalty.
3. Establish a posting schedule: Consistency is key to keeping the algorithm in your favor.
4. Prioritize genuine interaction: Responding to comments and messages significantly improves engagement metrics.
5. Periodically analyze performance: Adjust strategy based on concrete data from Insights.

The transformation of the monetization ecosystem on Instagram reflects a broader shift in the content creator industry, where platforms seek to balance the growth of their creator base with the quality of the content they host. To stay competitive, emerging creators will need to continuously adapt to these new realities.