Somy Ali on Instagram Subscriptions: “Creators Building a Loyal Community Deserve Support”
The digital landscape is growing, and creators are using the platforms to explore new avenues to monetise their work. Paid subscriptions on Instagram are one of the most talked-about trends. Former Bollywood actor Somy Ali, who now runs an NGO, No More Tears, in the US, is ok with this shift as long as it is ethical and morally sound.
She said, “I think it’s a natural evolution of the platform. Creators pour their time, energy, creativity, and sometimes their personal vulnerabilities into content. If they can build a loyal community that values their work enough to pay for exclusive access, I don’t see anything wrong with it. However, it should come from a place of genuine value addition, not desperation or greed. In India especially, where many creators are first-generation earners, this can be empowering, but only if done ethically.”
Somy Ali Says Authenticity Will Define Success
The shift towards subscriptions, she believes, is also a response to the changing dynamics of visibility and income. She said, “Because the algorithm is becoming increasingly unpredictable, and organic reach is declining.” Brands are also more selective with collaborations. Many creators have realized that depending solely on free content and brand deals is risky. Subscriptions give them direct control and a more stable income. Plus, after years of creating for free, there’s creator fatigue, and audiences are now willing to pay for quality and exclusivity.”
Somy Ali
However, she feels the value offered must go beyond what is already freely available, creating a sense of depth and exclusivity for subscribers. She said, “Content that offers real depth, expertise, or intimate access that cannot be found easily elsewhere.” For example: in-depth masterclasses or tutorials, personal storytelling with emotional vulnerability, behind-the-scenes of a project, mental health journeys, professional advice, or exclusive interviews.”
Superficial content, random vlogs, or recycled reels do not deserve a paywall. The audience should feel they are getting something meaningful, transformative, or intimate in return for their money,” she added.
Exclusive Content Must Offer Real Value, Feels Somy Ali
When asked about fairness when audiences are asked to pay for content on platforms that were originally free, she mentioned that the answer lies in consistency, effort, and mutual respect between creators and their audiences. She said, “Platforms like Instagram built their empires on free content, but creators are the ones producing it. Audiences have the choice — they can continue consuming free content or choose to support someone they genuinely value. It’s the same logic as buying a book instead of reading free blog posts. The key is transparency and respect for the audience.”
However, she emphasised that while the idea of subscriptions may initially excite, long-term support depends on authenticity and meaningful connection. She said, “In India, followers are becoming more selective. They are choosing very carefully, supporting those who make them feel seen, educated, inspired, or entertained at a deeper level. Many are also tired of being bombarded with sales pitches. Authenticity and consistent value will decide who succeeds in this model.”
Somy did not hesitate from mentioning that success in this model depends on the strength of the relationship between creators and their audiences and the consistency of value delivered over time. She said, “It’s not a magic solution for everyone. It is viable for creators who have built a strong, engaged community and who consistently deliver high-quality, exclusive content. For the majority, it will remain a supplementary income rather than the main one.”
Somy Ali Reacts to QR Code Pop-Ups in Advertisements
She also spoke about the growing trend of QR code pop-ups in advertisements that are often used for monetisation purposes. She said, “If a sponsor exists for the content, it should be tastefully and subtly integrated, not with a QR code that rudely takes away from the viewing experience.”
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Don’t See Anything Wrong With Creators Building A Loyal Community That Values Their Work Enough To Pay For Exclusive Access: Somy Ali
Somy Ali on Instagram Subscriptions: “Creators Building a Loyal Community Deserve Support”
The digital landscape is growing, and creators are using the platforms to explore new avenues to monetise their work. Paid subscriptions on Instagram are one of the most talked-about trends. Former Bollywood actor Somy Ali, who now runs an NGO, No More Tears, in the US, is ok with this shift as long as it is ethical and morally sound.
She said, “I think it’s a natural evolution of the platform. Creators pour their time, energy, creativity, and sometimes their personal vulnerabilities into content. If they can build a loyal community that values their work enough to pay for exclusive access, I don’t see anything wrong with it. However, it should come from a place of genuine value addition, not desperation or greed. In India especially, where many creators are first-generation earners, this can be empowering, but only if done ethically.”
Somy Ali Says Authenticity Will Define Success
The shift towards subscriptions, she believes, is also a response to the changing dynamics of visibility and income. She said, “Because the algorithm is becoming increasingly unpredictable, and organic reach is declining.” Brands are also more selective with collaborations. Many creators have realized that depending solely on free content and brand deals is risky. Subscriptions give them direct control and a more stable income. Plus, after years of creating for free, there’s creator fatigue, and audiences are now willing to pay for quality and exclusivity.”
However, she feels the value offered must go beyond what is already freely available, creating a sense of depth and exclusivity for subscribers. She said, “Content that offers real depth, expertise, or intimate access that cannot be found easily elsewhere.” For example: in-depth masterclasses or tutorials, personal storytelling with emotional vulnerability, behind-the-scenes of a project, mental health journeys, professional advice, or exclusive interviews.”
Superficial content, random vlogs, or recycled reels do not deserve a paywall. The audience should feel they are getting something meaningful, transformative, or intimate in return for their money,” she added.
Exclusive Content Must Offer Real Value, Feels Somy Ali
When asked about fairness when audiences are asked to pay for content on platforms that were originally free, she mentioned that the answer lies in consistency, effort, and mutual respect between creators and their audiences. She said, “Platforms like Instagram built their empires on free content, but creators are the ones producing it. Audiences have the choice — they can continue consuming free content or choose to support someone they genuinely value. It’s the same logic as buying a book instead of reading free blog posts. The key is transparency and respect for the audience.”
However, she emphasised that while the idea of subscriptions may initially excite, long-term support depends on authenticity and meaningful connection. She said, “In India, followers are becoming more selective. They are choosing very carefully, supporting those who make them feel seen, educated, inspired, or entertained at a deeper level. Many are also tired of being bombarded with sales pitches. Authenticity and consistent value will decide who succeeds in this model.”
Somy did not hesitate from mentioning that success in this model depends on the strength of the relationship between creators and their audiences and the consistency of value delivered over time. She said, “It’s not a magic solution for everyone. It is viable for creators who have built a strong, engaged community and who consistently deliver high-quality, exclusive content. For the majority, it will remain a supplementary income rather than the main one.”
Somy Ali Reacts to QR Code Pop-Ups in Advertisements
She also spoke about the growing trend of QR code pop-ups in advertisements that are often used for monetisation purposes. She said, “If a sponsor exists for the content, it should be tastefully and subtly integrated, not with a QR code that rudely takes away from the viewing experience.”
For latest news and updates from the world of television, music, OTT, astrology, fashion, style, hollywood, bollywood and bhojpuri cinema. Do follow our Whatsapp Channel below for more:
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Author: Sameer Pathak