Using exclusive content to help build an online strategy that pays is now considered a valid step for creators. You no longer have to rely on ad revenue and draconian and ambiguous policies, but you can earn directly from your valued audience and their contributions.
Before you go running, there is something to be said about the power of gated content and why it is valuable. From increasing engagement to building trust, here are some examples.
A Core Part of Monetization
Turning paywalls into goldmines is no easy feat, but it is possible. As a monetization strategy it isn’t the only one you should consider, but it is powerful. After establishing a following and nailing down the creative process of content creation, exclusive content behind subscriptions is a recommended strategy, and one that platforms such as Fanfix actively promote. Shifting towards gated content is no longer taboo, rather the next trend to earn directly from users.
Using Exclusive Content Increases Engagement
Engagement is a key part of building a channel or blog. For example, long-form articles with at least 7 images usually get 259% more unique page views (OptinMonster). However, exclusive access is also a valuable method of increasing engagement with your platform:
- Content exclusive to an audience makes them feel special and a part of something.
- Going out of your way to curate content for a niche audience is also appreciated.
- Users are more likely to support a channel or blog that caters to their interests.
To engage the audience, try focusing on content that appeals to the niche you serve. Exclusive content must also provide purpose, such as information not available anywhere else. This kind of content can be a powerful driving force that impacts your audience in a positive manner.
Capitalizing on FOMO
Fear of missing out (FOMO) is a marketer’s dream, and talented agencies use this to the fullest extent. You can see this in action when a new product is launched, such as the latest iPhone or Sony PlayStation. It works on an emotional level that is so powerful that users will pursue it with everything they have, and you can get in on the action. Providing exclusive content requires some prompts to work well, such as urgency and scarcity, limited-time offers, and early access.
Stronger Community Connection
Most users who engage online belong to at least one community. The reason is simple; safety in numbers. Users enjoy being around like-minded people who get what they are into and respect them as a peer. You can build a solid and reliable community around your brand using exclusive content. This works by appealing to the niche audience, and giving them access to content, services and products they feel fulfills their interests and that they can share in that with others.
More Subs when Using Exclusive Content
There are over 50 million YouTube channels, but less than 60,000 have more than 1 million subscribers out of 2.53 billion active monthly users. That means there’s a ton of competition! Understanding the YouTube algorithm will help you make better decisions about content. However, using exclusive content can entice users to at least consider taking a subscription.
Tiered memberships
Membership tiers offer a degree of control suited to each individual user. However, they are also a funnel for moving users from free or low-cost content to premium content that requires a sub.
Subscriber perks
Users love to feel appreciated, and there’s no better way than with perks. Perks such as behind-the-scenes looks and early access provide benefits that usually result in a user subscribing.
Targeted advertising
There are various ways to entice a user to become a paid member. Using email marketing and social media, you can demonstrate the benefits of a sub in the hopes of driving the sale home.
Increased Long-Term Value
Content on most video platforms is essentially free if you can put up with the ads! Of course, YouTube offers a premium service, and a portion of that goes to the creators that users watch. However, it doesn’t have much of an impact, and some YouTube users still feel ripped off. As a creator, you can offer more engaging content than usual through exclusive content. Special experiences, such as a midnight game launch, create impactful memories that garner loyalty.
Efficient Audience Segmentation
Users love to feel appreciated and one of the trending methods of increasing this today is through personalization. Through exclusive content, you can offer a greater degree of personalization because you can segment users into groups. By grouping users, it becomes easier to decide which of them would most appreciate various types of content from your brand. This includes posts and videos, but also new items, products and subscription models.
Using Exclusive Content to Build Trust
If we take the games industry as an example, trust is hard to gain and easy to lose. Outlets like Kotaku were once major players, but now they barely get 3K views per video. While there are over 125 million YouTube Premium subscribers, it is quite the challenge to gain their loyalty:
- Consistent high-quality and relevant content builds ranking and domain authority.
- A higher SERP ranking also results in users being more willing to trust a platform.
- Exclusive, high-quality content results in respect and a stronger audience relationship.
Consistency is often overlooked by new creators. Established creators publish new content at a set time, and day so users know when to engage. Ranking and DA are critical because they dictate how your knowledge is perceived, and this is usually achieved with quality content.
Supporting the Wider Community
Content creators have a major impact on how people engage with media and absorb content. Whether through blogging, podcasts, or video, there is a wider responsibility to the audience and fellow creators. Collaboration between creators engages audiences on a deeper level and can lead to increased viewership. This can also be made even more powerful through exclusive content in which all creators involved can share the revenue, audience, and other benefits.
Summary
Generating money is a core part of content creation, and using exclusive content can work with other monetization methods as a powerful driver. It can also be used to gain subscribers and grow a loyal community. The wealth can also be shared by the wider creator community.
