Instagram live badges are paid hearts viewers buy during a live video to support the creator. A badge shows next to the buyer's name for the rest of that live. Creators need a professional account, age 18 or over and at least 10,000 followers, and Instagram currently takes 0% of badge money.
Badges are the live-video version of tipping. Where gifts sit on reels, badges only exist while someone is broadcasting, and they disappear when the live ends. For viewers they're a way to stand out in a busy comment stream; for creators they're one of the more generous tools Instagram runs, because Instagram itself isn't taking a cut.
What a viewer gets for buying a badge
- A badge next to your username for the rest of that live.
- A place on the creator's list of badge holders.
- A special heart you can use during the live.
- Buy 3 or more and your profile photo glows bright purple.
- If you ask a question, the most generous supporters' questions move up the creator's Q&A queue.
That last perk is invisible to supporters: Instagram says the queue order isn't shown to them. The creator just sees the biggest supporters' questions first.
How to buy badges on an Instagram live
- Join a live from a creator who has badges turned on. You'll see a button under the live comments, sometimes with the prompt 'Buy Badges to support @creator'.
- Tap the creator's profile photo during the live.
- Below the live, tap the badges icon.
- Tap the badge amount you want.
- Follow the Google Play or App Store prompts to pay.
- Add a comment and tap Send.
Instagram lets you buy as many badges as you like during one live, up to 250 US dollars per live video. They're not a subscription, so nothing renews, and they only last as long as that broadcast.
Badge rules for creators
| Requirement | What Instagram asks |
|---|---|
| Account type | Professional (creator or business) |
| Age | 18 or older |
| Followers | At least 10,000 |
| Policies | Partner Monetization Policies, Community Standards and Content Monetization Policies |
| Getting paid | A payout account with your name, business info and payout method |
Note the gap between two numbers here. You can go live once your public account reaches 1,000 followers, but badges only open up at 10,000. Plenty of creators go live for months before badges appear, and that's normal. Accounts that mainly post content focused on children can't earn from badges at all.
Where the money goes
Instagram says its revenue share on badges is currently 0%. The only cut comes from Apple and Google, which take a 30% fee on purchases made in their apps. Compare that with gifts on reels, where Instagram takes a share when stars are bought, and badges come out looking far kinder to creators.
There's one ceiling worth knowing: payments from one supporter buying several badges in a single live are capped at 250 US dollars per supporter. A superfan can't send you more than that in one broadcast.
Turning badges on and tracking them
Once you qualify and set up a payout account, you'll track your status and estimated earnings in the Badges tab in Settings. After each live you can see who bought badges for up to 90 days, which is your window to say thank you. Instagram suggests a thank-you sticker in a story, which notifies your supporters so they see it, and you can pin a supporter's comment during the live so everyone sees it.
If you haven't been live before, my walkthrough on going live on Instagram step by step covers the basics, and adding someone to your Instagram live helps when you want a guest to draw a bigger crowd.
Getting the most from badges as a creator
Badges only earn while you're live, so the habits around your broadcast matter as much as the feature. Tell people in advance when you'll be on, because a live with ten viewers rarely sells badges. Mention badges once, early, in plain words: what they are and that they help you keep making content. Then reward the people who buy them in ways the whole audience can see.
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- Pin a supporter's comment so everyone reads it.
- Answer supporters' questions first; Instagram already moves the biggest supporters to the top of your Q&A queue.
- Post a thank-you sticker story after the live, which notifies your supporters.
- Keep lives regular, on the same day and time, so supporters know when to come back.
What not to do: don't run a live that's one long pitch for badges. Viewers leave, and the ones who stay feel used. The creators who earn steadily from badges are the ones whose lives are worth watching without them.
Badges vs gifts at a glance
| Badges | Gifts | |
|---|---|---|
| Where | Live videos | Reels |
| Follower minimum | 10,000 | 500 |
| Instagram's share | 0% (app store takes 30%) | Varies with stars pack size |
| Lasts | Only during that live | Stars stay in your balance until spent |
My verdict
If you're a viewer, a badge is the most direct way to back a creator during a live, with nothing going to Instagram. If you're a creator under 10,000 followers, keep going live anyway: it builds the habit and the audience that badges need. Once you cross the line, switch them on, set up payouts the same day and thank every supporter within the 90-day window.
Frequently asked questions
What are badges on Instagram live?
Paid hearts viewers buy during a live. They show next to the buyer's name and support the creator.
How many followers do you need for Instagram badges?
At least 10,000, plus a professional account and age 18 or older.
How much do Instagram badges cost?
You choose the amount in the app, up to 250 US dollars per live video in total.
Does Instagram take a cut of badges?
Instagram's share is currently 0%. Apple and Google take a 30% app store fee.
Do Instagram badges renew?
No. Badges aren't a subscription and only last for that live video.
