Patreon Landing Page

Creative Brief (spec)

Background

Patreon competes in the creator economy. The creator economy consists of social media stars (creators), social media platforms, advertisers, and SaaS companies (software to support the needs of creators). Patreon is primarily a SaaS but could be considered a platform. It provides a place for creators to host gated content and build a community between themselves and their audiences. Creators can then charge their audiences a monthly fee to access the content behind the paywall and join the community. Patreon then takes 5% + 10 cents for all fees $3 or less and 2.9% + 30 cents for all fees above $3. 

Project Objective

The goal of this project is to motivate creators to experiment with posting content to the platform. 

Target Audience

Creators with at least 1,000 followers. 

Competitors

First, there’s Coursera, Kajabi, Teachable, and all other online-course platforms of a similar nature. Second, there are platforms like Youtube which share ad revenue with creators. Third, there are platforms that do pay creators but have massive user bases providing creators the chance to expand their audiences and engage in brand deals (Instagram, Facebook, etc.). Finally, there are platforms offering similar services as Patreon such as Substack.

Key Message

Patreon enables you to spend time working on content you’re passionate about.

Most creators are creatives. They’re passionate about the subject they create content on and they enjoy the creative process. People buy on emotion, we need to show them that posting content to Patreon means more time spent doing the fun creative stuff.

Our landing page helps them justify the decision by informing them that their superfans will be happy to pay – making this an additional, and recurring source of revenue.

Key Consumer Benefit

More time to work on the things that excite you. 

Attitude

The attitude of the copy is uplifting, motivational, and optimistic. We were not asking someone to make a purchase, we were asking them to take action.

The action (posting content to Patreon) comes at the cost of their time and effort, and there’s a chance that the effort may not be successful. It’s important to leave creators feeling confident, ambitious, and optimistic about posting to Patreon after reading the copy.

Call to Action

Find out how many of your fans would follow you to Patreon.

Distribution

We will use paid social media ads, Google ads, and affiliate marketers to drive traffic to the webpage.