Many companies and business owners in Japan use Instagram – often shortened to "Insta" – as a photo-sharing app and an important channel for attracting customers and generating sales. Instagram can help expand brand awareness for products and services and open up new avenues for monetisation. This includes e-commerce sales, reservations, inquiries, affiliate marketing, and corporate partnerships. All of this is driven by Instagram engagement.

Newcomers to Instagram monetisation might have questions, such as: "What are the requirements for monetising Instagram?" "Is it actually possible to make money on Instagram?" "How much can I earn on Instagram?" In this article, we provide answers to these questions and an explanation of how to monetise Instagram. We cover basic monetisation methods, operational tips, and important considerations.

What's in this article?

• The monetisation system on Instagram
  
• How to monetise Instagram
  
• Steps to Instagram monetisation
  
• Useful tools for monetising Instagram
  
• Estimated Instagram revenue
  
• Key points for successful monetisation on Instagram
  
• Considerations when monetising Instagram
  
• How Stripe Payment Links can help
  

The monetisation system on Instagram

Instagram is one of the most widely used social media platforms in Japan, with increasing usage among users aged 60 and above in recent years, according to the Ministry of Internal Affairs and Communications' 2025 Information and Communications White Paper. Instagram has users across a wide age range, which has led to its growing adoption across industries and company sizes for business purposes.

Instagram monetisation is broadly achieved in two ways:

• Using Instagram's official monetisation features
  
• Combining Instagram with external services and the company's sales funnel
  

In Japan, companies use Instagram's official monetisation features, such as the shopping functionality, badge purchases during live streams (i.e. tips) and Reels ads. Many companies also monetise by linking with external services to drive sales.

It is important to note that Instagram monetisation has basic requirements, such as age restrictions and account type. In addition, features and compensation can vary by country or region. It is helpful to understand that the applicable conditions can vary depending on the usage environment.

How to monetise Instagram

The methods for monetising Instagram vary depending on the nature of the business and whether it is in a specialised field. We introduce the general methods below.

Sell products and services

Instagram sales involve companies showcasing their products and services on Instagram and directing users to their e-commerce sites or booking pages to drive purchases and sign-ups. If the business has an online store, it can also use Instagram's shopping features to add product tags to posts, Reels and Stories. This directs users to product pages on the company's website.

A key feature is the ability to view product information within the app. This creates a purchasing funnel that feels natural while maintaining the brand's point of view. It is a suitable revenue method for a wide range of businesses, including e-commerce, retail, brands and service industries.

Drive customer traffic

For both brick-and-mortar businesses and appointment-based services, it is also common to use these platforms to drive potential customers to visit stores, make appointments, and submit inquiries. Many businesses share their achievements, atmosphere and offerings through posts and Stories, and they direct users to booking pages via their profiles or Highlights.

This revenue model is well suited for face-to-face services, such as beauty, healthcare, food and beverage, educational services and professional services.

Use affiliate marketing

Another option for monetisation is affiliate marketing. Businesses can earn performance-based commissions by promoting products or services on Instagram that lead to purchases or sign-ups. A key feature of affiliate marketing is that it can be implemented even if the company doesn't have its own products.

This method is well suited to posts that focus on reviews or personal experiences, and it is important to have communication based on trust.

Accept public relations (PR) projects

If an account has a certain number of followers or views, another option for monetisation is through PR projects. This occurs when a business accepts requests from companies to introduce their products or services. It is sometimes called "influencer marketing."

In recent years, expertise and credibility in specific fields is preferred over follower count. This has led to an increase in collaborations with microinfluencers.

Use official monetisation features

Some accounts can use Instagram's official monetisation features, such as Reels advertising (i.e. ads displayed between Instagram Reels). This allows the account to earn advertising revenue directly from its content. While the applicable countries and accounts can be limited in some cases, the key point is that creating and posting content serves as a revenue source.

This method is worth considering if the business is active as a creator, has a certain number of followers, or its posts reach a certain number of views.

Encourage donations during live streams

During live streams, viewers can tip the streamer by purchasing badges to support them. Payments are distributed to streamers based on the badges their viewers have purchased. This tends to be more effective for creators who have strong relationships with their fans and community.

Steps to Instagram monetisation

If you already have an Instagram account but haven't monetised it, you might not be fully utilising its basic features. Below, we review those features and other considerations.

Switch to a professional account

Instagram offers both personal and professional accounts. A pro account includes free and convenient tools that are necessary for monetisation. If your goal is efficient monetisation, you should consider switching to a professional account.

Set a goal

Next, set a concrete goal. This could include increasing the following:

• Reservations
  
• Sales
  
• Corporate projects
  
• Enquiries
  

Having a clearly defined goal makes it easier to determine the direction your communication needs to take.

Determine your target

When your goal is to monetise Instagram, it is important to clearly define who you want to reach. The content and style of posts, tone of photos and videos, and frequency of sharing will vary significantly depending on your intended target audience.

Determine the following points:

• Age demographics
  
• Lifestyles
  
• Needs
  
• Areas of residence
  

By clearly defining your target audience, you establish clear criteria for creating content. This can ultimately make monetisation easier and more effective.

Understand content's purpose

Here are the main types of Instagram posts:

• Reels
  
• Feed posts
  
• Stories
  
• Highlights
  

The key is to share content that uses the unique features of each post type. For example, while posts in your feed are delivered to your followers, Reels can also reach people who aren't following you. While Stories are temporary posts that disappear after 24 hours, Highlights let you save your Stories and pin them to your profile.

Use Reels when you want to increase awareness among new users, and use Highlights to organise information or create guide pages. You should aim to create posts that are customised for each specific purpose.

Create a pathway to action

After capturing user interest on Instagram, it's also important to have the final steps in place to drive actions, such as purchases or sign-ups. If it's unclear where users need to go to start the process, you risk losing valuable potential customers. Instagram can lead users to the following:

• E-commerce sites
  
• Reservation forms
  
• Enquiry pages
  
• Payment links
  

By clearly guiding users through these steps in your profile and posts, you help them take action without hesitation. This can ultimately lead to monetisation. In particular, you can use payment links to receive payments online without a dedicated e-commerce site. They connect transactions directly from comments or direct messages through to payment completion.

Useful tools for monetising Instagram

Using the right tool matched to your goals can help you pursue monetisation efficiently. Here, we introduce some of the major tools that are well suited for business operations.

Design

Design tools – such as Canva, Adobe Express, and Figma – are useful for creating posts. By using a template as a base, the posts you create will have a consistent look and feel. These tools also offer intuitive controls to help you edit images and add text. They also support team collaboration, helping you make visually appealing content without a designer.

Analysis

In addition to Instagram Insights, external analytics tools – such as Hootsuite, Buffer, and Iconosquare – allow you to examine your posts' impressions, saves and profile visits in greater detail. By understanding which posts are being viewed and which pathways are driving actions, you can make data-driven improvements.

Payment links

Using payment links – such as Stripe Payment Links – can make it easy to accept online payments without building an e-commerce site. Payment Links support a wide range of uses, including product sales, provision of services, online courses and event participation fees. When you share the link via your profile or direct message, users can proceed easily to payment.

Payment links are also effective for lowering initial costs while you establish a revenue stream. This is an easy-to-implement system for small businesses and sole proprietors.

Estimated Instagram revenue

How much revenue can you realistically expect to generate on Instagram? Revenue doesn't necessarily increase just because your follower count goes up. Revenue varies significantly depending on the unit price of your products or services, as well as the industry and fan base. Even with a small number of followers, it is possible to earn sufficient revenue by offering high-priced services. When selling products, consistent posting tends to lead to better results.

It's best not to judge the effectiveness solely on short-term numbers. Instead, maintain a perspective focused on creating value over the medium to long term.

Key points for successful monetisation on Instagram

To use Instagram as a communication tool and a revenue generation channel, there are several key points to keep in mind.

Choose a genre that suits you

First, it's important to choose a genre that you can continue and maintain. Choose something that meets these criteria:

• You know a lot about it or are interested in it.
  
• You can continue to provide information about it.
  
• It is profitable for your business.
  

For self-employed individuals, one key point is whether their passions, strengths, and work align.

For corporate accounts, here's what you need:

• Products or services to focus on
  
• A knowledgeable person in charge
  
• Convincing explanations of ideas
  

These factors can influence who is the best choice to run the account. Even if you currently lack some knowledge or skill, thorough research and efforts to build expertise can significantly improve the quality of your company's output and posts.

Consider market needs and competitive balance

There are many genre options available. However, it is important to be cautious with the following cases because they tend to be less conducive to monetisation:

• Popular fields that are extremely competitive
  
• Fields with little competition but a small market size
  

Ideally, you should aim for a genre that balances the following:

• Market need
  
• Your ability to add value
  
• Ease of differentiation from competition
  

This can help you succeed, even when you are competing within a genre. It is possible to establish uniqueness by creating an original point of view through design and expression based on your own knowledge and experience.

Expect continuous updating

As a platform, Instagram is characterised by the fast flow of information. New posts and topics continuously stream by. Therefore, if you stop posting, the chances of your content being seen naturally decrease.

It is important to design operations with the expectation of continuous updates. This can include the following:

• Posting regularly
  
• Sharing updates on Stories
  
• Organising information in Highlights
  

Use advertising

Using Instagram ads is one way to monetise your Instagram account quickly. Doing so can help you do the following:

• Increase brand awareness
  
• Drive traffic to your site
  
• Generate leads
  
• Promote reservations
  

Instagram ads can be customised for your purpose, but using these ads comes with a cost. However, clearly defining your target audience can help make the ads cost effective. Therefore, they are worth considering based on your operational policy and strategy.

Considerations when monetising Instagram

When monetising Instagram, it is important to understand the applicable laws and rules. Starting before you understand the details could lead to unexpected problems. Here are some points that require special attention.

Stealth marketing

Stealth marketing involves posting content that hides that it is advertising, despite receiving compensation or product offerings from a company. These actions constitute a violation of Japan's Act Against Unjustifiable Premiums and Misleading Representations.

The Consumer Affairs Agency has published guidelines that require advertisements and PR content to be clearly labelled and easily recognisable to users. Whether the content is for corporate projects or affiliate marketing, it must be labelled as "PR," "advertisement," "promotion," or "marketing" to ensure users are not misled.

Exaggerated advertising claims

Beyond stealth marketing, the Act Against Unjustifiable Premiums and Misleading Representations also prohibits practices such as "presenting goods or services in a significantly better light than they actually are" and the use of "expressions that mislead consumers."

For example, the following actions could violate the Act:

• Using misleading phrases or wording, such as "Lose weight simply by drinking this product"
  
• Claiming superlatives, such as "the cheapest product in the world"
  
• Comparing products without verifiable data
  
• Displaying a list price that is higher than the actual price to falsely represent a discount
  

Before posting, make sure that you are in compliance with the Act Against Unjustifiable Premiums and Misleading Representations.

Copyright, image, and music usage rights

Instagram posts often contain photos, illustrations and audio files that are covered by intellectual property rights. The following actions could constitute copyright infringement, so caution is required:

• Unauthorised reproduction of images found online
  
• Unauthorised use of an artist's song
  
• Copying someone's writing
  

Make sure that you prepare your own materials or use those that have been properly licensed.

How Stripe Payment Links can help

Stripe Payment Links is a no-code solution that allows you to quickly create and share secure payment pages online.

Payment Links can help you:

• Get paid faster: Share custom payment links with customers and accept one-time or recurring payments instantly, without invoicing or complex integrations.
  
• Improve conversion: Boost payment conversion rates with a mobile-optimised design and streamlined checkout experience.
  
• Save time: Easily create, customise and share payment pages through the Stripe Dashboard – with minimal coding.
  
• Expand globally: Accept payments from customers worldwide, with Adaptive Pricing localising prices for 135+ currencies and offering local payment methods that are ready to use.
  
• Access other Stripe products: Integrate Payment Links with other Stripe products – such as Stripe Billing, Stripe Radar and Stripe Tax – to add more payment capabilities.
  
• Maintain control: Customise the look and feel of your payment pages to match your brand, and track all your payment activities in one place.
  

Learn more about how Payment Links makes it easy to accept online payments, or get started today.