Ex PR guru Roxy Jacenko’s new subscriber-only Instagram venture

PR royalty Roxy Jacenko might have stepped back from her business of 18 years, but now she’s launching a new venture. Find out what Roxy will be hiding behind a paywall.

Sydney’s retired PR queen Roxy Jacenko might have stepped back from the business, but monetising fame is still very much her game.

For the low price of $4.49 a month, Jacenko’s 262,000 Instagram followers can now buy subscription-only access to private content.

And no, it’s not OnlyFans.

“Don’t worry I don’t put up naked pictures,” Jacenko, 42, joked while at chef Matt Moran’s Chiswick Woollahra restaurant this week.

Instagram subscriptions are a new feature, which is undoubtedly Meta’s attempt at competing with the highly lucrative adult subscription-based platform.

Roxy Jacenko is offering up subscriber-only content on Instagram for less than $5 per month. Picture: Matrix Pictures

“I saw it advertised on this girl’s Instagram who lives in Miami a few months ago, and so I emailed my contact at Instagram and asked, ‘what’s this?’. They said it was in a trial phase,” Jacenko said.

“The other day, I was sitting at my desk and I got an email and it popped up. I was like: ‘Let’s try it’. You know I’ll always try anything.”

Jacenko recently bid farewell to her business of 18 years, Sweaty Betty. Picture: Sam Ruttyn

Within a couple days, she had 50 subscribers.

Jacenko’s mum was quick off the mark to ask what kind of paid content her daughter would be sharing. “My Mum goes ‘what’s that about?’. And I said it’s for my naked pictures! I’m joking.”

“The content is all Roxy,” including photos, videos, and text that she does not share to her main account.

In November, Jacenko announced that she had closed the doors on Sweaty Betty, the PR company she started 18 years ago.

To all the haters, she said, “thank you”.

“I say thank you, because they made me the most relevant PR girl — the only PR girl in Australia that you know the first and last name of. And bought me the Bentleys, the Ferraris, the Birkin bag. So I say thank you — because you kept me relevant.”