How To Build Loyalty: Tiered Programs For Creators
Updated: Oct 16, 2021
Content creation is all about playing the long game. While one viral reel or tweet can help you grow your brand and make an image for yourself, sustainable influencing requires more than that. It needs a relationship based on trust and loyalty between the influencer and their following. One psychologically sound and creative way to cultivate a relationship with longevity is the tiered loyalty system.
What is a tiered loyalty program?
A tiered loyalty program is a system of organising your content and deliverables such that followers have different levels of access to your work based on their investment in it. Think of patreon or tagmango. It allows consumers to benefit from certain privileges the higher up in the tiers they go. Based on a metric of some kind, members or followers are separated into ranks; the higher the rank, the more the rewards.
Why use a tiered loyalty program?
Psychologically speaking, people become invested in the exclusivity of a hierarchy they can move up that caters to their changing needs. By first addressing more basic aspects of a creator’s profile - like early screening to videos or private stories - to eventually opening up experiences of recognition - like meet and greets, discount on merchandise, early access to launches - you can keep an audience hooked.
1. It increases brand recognition
If people see your platform as holistic enough to inspire membership rather than just passive consumption, they are more likely to remember your brand identity.
2. It encourages engagement
One of the pillars of growing a dedicated social media following is getting your audience to care about your brand. If they like what they see, and want to know more, tiered loyalty programs allow them to do so. They can reach out, get onboard, and talk directly to you.
3. It opens up the relationship between your brand and your audience
It always feels good to be part of something - an experience, a group, a community. Tired loyalty programs create sentiments of connection with your platform on a more sustainable level. Instead of just a creator putting out the same content for everyone on the internet to see, you can now choose to open up the relationship and show valued followers you care about their support.
Okay, so how does a tiered loyalty program work?
The goal of a tiered loyalty program is to get consumers motivated and excited about moving up the ladder. Here are a couple of things to keep in mind when you’re designing your own program.
1. Give The People What They Want
Remember, this system only works if people want to learn more and more about your content and platform. Study your analytics across platforms to get insight into what kind of content - Q & As, vlogs, reviews, streaming etc - they respond best to. Tailor rewards in that same way. You can figure out what consumers value most about your content and brand, and proving that as a reward will make them more likely to buy into the program.
Additionally, one of the best things about the internet is that it’s an open conversation! You can directly talk to your followers and ask them what they want to see as a reward, whether they would be willing to engage with your brand further, and how they would like this system to work. Listen, and delivering on that will show that you are listening and tuned in to what your audience wants.
2. Keep It Simple
Be clear and direct about what each rank entails. Don’t complicate what people need to do to access a particular tier, and make the rewards simple to grasp. Visual aids like tables can help in this regard. It shouldn’t feel tiresome to join, nor to move up the ladder of loyalty.
3. Brand it Smartly
At the end of the day, you can do pretty much anything with a tiered loyalty program. But the most important thing is to make it your own. It should feel like an extension of your brand, not a superimposed or generic structure taken from a corporation. And this is where you can get creative!
Come up with fun and quirky names for tiers of consumers - in fact, it’s a great idea to have a name for your community in general. It fosters a sense of fraternity within an online space. Use colour coding to your advantage, and there’s no limit to how much fun you want to have with your graphics and promotional material.
By keeping these things in mind, you can get started on patreon, buymeacoffee, or tagmango today! Tiered loyalty systems are perfect for content creators looking to expand their brand to different platforms and spheres, and they are perfect for an audience who wants to experience exclusivity, show their support, and be a part of a community.