Are we paying influencers for exclusive content in the future? (Part 2)

This is the sequel to part 1 of the blog post on influencers putting up paywalls.


Besides Manon’s view on the matter, I also wanted to see how influencers themselves are looking at this trend of offering exclusive content through subscription. I caught up with flower arranger and marketeer Loes from @wildflowersandvodka.  Since she’s familiar with offering content behind a paywall, I was curious about her point of view.

A successful business model

Loes: “In January 2020,  I decided to seize the opportunity and launch my Insta School to learn flower arranging. The reactions have only been positive so far. Colleagues think it's a smart thing to do because in Belgium, it’s quite unique.  The students themselves are fulfilled because my content strategy is built in such a way that followers perfectly know what to expect when they sign up for my lessons. I can happily say that I now have around 150 members on a monthly basis, which is enough to make a living. I do think it’s important to frame it the right way, though. Here in Belgium, I’m not sure that people are ready and willing to pay if you offer it like ‘paid content’. It’s up to the influencer to communicate it from a different perspective.” “When it comes down to influencers giving life advice, I do think it can be responsible to a certain point. I see influencers as lifestyle magazines and these have basically been doing the same. If people are willing to pay for their content like they pay for magazines, I don’t see any harm in that. I’ve been following some American holistic psychologists myself and I’ve paid for Skype sessions with them before.“

Frame it till you make it

“I don't know if influencers giving life advice, are that different from all the life coaches out there. They're often not qualified either, but they're just talking through experience. Sure, there are boundaries and I don't agree with people giving inexperienced life advice. Also, Instagram shouldn’t be the platform to seek real medical advice. In my opinion, the government could play a role by providing frameworks for what is allowed and what is not.”

“Overall, I think this business model allows influencers to take themselves more seriously and consider their online activities as a job instead of just entertainment. As long as you’re talking from experience and frame it the right way, I see potential in this paywall business model.”

Thank you Loes, for giving your view on this matter.