Why Instagram Waited to Launch Group Features

One word that has been coming up frequently in my conversations with creators is community. This buzzword refers to the fact that influencers are focused on building deeper loyalty with fans. While Instagram, YouTube or TikTok may be the primary way they reach audiences, they are choosing other apps— including Discord, Geneva, Telegram, as well as membership sites Patreon, Mighty Networks and Fanhouse—for conversations with their most dedicated followers or to provide bonus content. 

In a story on Wednesday, I looked at how Meta Platforms is responding to this trend, including through a subscription feature on Instagram, which it has been rolling out to more creators this year and notably includes private group chats for fans.