The Power of Exclusive Content to Improve Your Overall Marketing Strategy
Are people really willing to pay for access to exclusive content from brands and creators?
Can brands and creators count on gated content to help build a loyal following? Increase engagement among fans? Rely on a steady source of income?
There is so much content out there for free that users love and expect. So should you even bother with offering gated content?
The answer depends on how you use gated content and how well you utilize it.
What is Gated Content?
Gated content is exclusive content behind a paywall. In other words, fans of a brand or creator pay for access to exclusive content. This content could be polls, live videos, Q&A sessions, behind-the-scenes photos, and much more. Patreon, Substack, and OnlyFans are some of the biggest online platforms for exclusive, gated content used by brands and creators worldwide.
Super fans of brands and creators are willing to shell out money for this exclusive access. It’s like buying a ticket for a front-row seat at a concert or buying a ticket to a VIP party. But it’s not just in the physical world; it’s in the online world too. This means that creators and small businesses can count on gated content to provide a steady stream of income. However, you do have to put in the work and make sure you fulfill your promise on delivering exclusive content, or people will cancel their subscription.
The Power of Gated Content
What really makes this exclusive, pay-to-access content so popular is that fans feel a closer connection to the creator or brand they love. Audiences here are generally smaller and there is less competition for attention by the brand or creator and fans feel more seen and heard.
The smaller audience in gated platforms or areas also means you can have deeper, more meaningful conversations with your super fans. It allows you to cultivate even more loyal followers of your brand.
These super fans will continue to interact with you outside of the gated content, which means they can also boost your organic, free content. Instagram is testing a subscriptions feature, which includes a feature that would apply a badge to those who’ve purchased a subscription to you, allowing you to quickly recognize them outside of the subscription area so you can better interact with them on your free content on the platform.
Increased access to a brand, deeper conversations, and boost in engagement on free content by these super fans translates to building a better community around your brand. When you build a community, you create more meaningful connections with your target audience. It is these deeper connections that keep them coming back for more from your brand.
Lastly, these super fans can give brands and creators better insight into their larger target audience. Polling them and interacting with them can give you an idea of what type of content performs better, what content your target audience is interested in seeing, and so much more. These insights can help you boost your overall marketing strategy.
Interested in developing gated content to help promote your brand and build community? Attuned is your invested partner. We think outside of the box, helping your brand break through the online noise. We’d love to help you develop a gated content strategy that works for your brand. Contact us today to see how we can help you!