My Marketing Predictions for 2024
Each January, I like to share my marketing prediction for the year. At the start of 2023, my prediction was that it would be the year that email marketing took center stage. Looking back, I think it would be more accurate to say it turned out to be the year of the newsletter. From the rise of Substack to brands editorializing a monthly newsletter (check out @halfbakedharvest's "9 Favorite Things", @nuuly's "The Nuusletter", @freelancingfemales "Freelancing Field Notes", and @ellevest's "What the Elle for some shining examples), this email format did indeed get a glow-up inside many of our businesses. And I’m curious if you invested more time and energy into your email marketing in 2023?
But here we are with a fresh new year. And as we move into 2024, one marketing prediction stands out to me: the growth of subscription-based content. From pay-to-read newsletters, Patreon, and Instagram Subscriptions... we've already gotten a taste. I foresee this trend not just as a game-changer for influencers, but for journalists, service providers, and brands seeking to strengthen their connection with their audience. Let’s delve into some examples of different types of subscription-based content that you can expect to see this year…
Subscription-Based Content Trends for 2024
NEWSLETTER SUBSCRIPTIONS
In recent years, newsletters have experienced a resurgence in popularity as a powerful medium for storytelling and fostering a connection to the brand or person. Platforms like Substack have simplified the process of launching and monetizing newsletter subscriptions. In 2024, we can expect to see more influencers, journalists, and brands utilizing this model to deliver exclusive and high-quality content directly to subscribers' inboxes. From industry insights and behind-the-scenes stories to premium resources and special offers, newsletters will effectively engage audiences in a more intimate and personalized manner.
CURATED SOCIAL MEDIA SUBSCRIPTIONS
Social media influencers have long been at the forefront of creating engaging and relevant content on this platform. In 2024, we can anticipate a shift towards influencers offering subscription-based channels that provide super-curated lists, itineraries, videos, and other exclusive content. For instance, influencers may offer premium subscriptions on platforms like Instagram, where subscribers gain access to highly curated travel itineraries, personalized shopping recommendations, or exclusive behind-the-scenes videos. This model enables influencers to provide even more value to their dedicated followers while monetizing their expertise in a more sustainable way.
MEMBERSHIP-BASED COMMUNITIES
In an increasingly digital world, consumers have become accustomed to seeking out like-minded communities to connect, learn, and grow. Brands and service providers recognize this trend and are embracing membership-based communities focused on member-only content. These communities offer workshops, webinars, tutorials, or meet-ups exclusively for their members. By providing valuable resources, personalized support, and a sense of belonging, brands and service providers can deepen their relationship with their audience while creating a sustainable revenue stream. Expect to see more of these paid membership communities being created through Patreon, Kajabi, Teachable, Podia, MemberSpace and more.
EXCLUSIVE ACCESS SUBSCRIPTIONS
A final form of subscription-based content could revolve around brands providing customers with exclusive access to premium features or services. Some examples might be early access to new product releases, VIP events, or a dedicated customer support channel. Brands can leverage this model to reward their most loyal customers and foster a sense of exclusivity and value. For example, a clothing brand could offer a subscription that grants subscribers first dibs on limited-edition collections or personalized styling sessions.
As we look ahead, I believe subscription-based content is poised to take a stake in the marketing landscape. Audiences have a growing demand for personalized, exclusive, and valuable content, and brands and service providers can offer this in a curated, paid-for-access format.
More Marketing Content Ideas:
Looking for some help with your marketing content?
My work focuses on creating meaningful brand content that your business needs every day.
Here are the ways people most commonly work with me:
Brand Messaging
Website Copywriting
Email Marketing
Marketing Strategy Coaching (monthly sessions)
Content for events/launches
As the sun stretches its rays longer and the essence of summer is here, I've come to realize that this particular season is inviting me to not just participate, but to savor every moment. This year, I’m choosing to embrace it. Here are the intentional adjustments I’ve made to both enjoy the summer's chaos and continue thriving professionally.