What If Social Media Changed Their Revenue Model
A look into what the invitational model could mean for platforms
Hi there. If you’re anything like me, you’ve seen enough ads on Instagram and Facebook to equal a lifetime. They’ve maybe even gotten a hold of your wallet a few times in the process. But what would it look like for a social media platform to flip the ad bombardment upside down? Maybe it’s time we got back to our roots a little bit.
What the Words “Invitational Model” Mean
I’m sure for most of us, our first question is — “If a platform doesn’t show ads, how do they make money?” That’s a great question, and that’s where a new, innovative revenue model comes into play. Remember the good ole’ days where you’d be watching a TV show, and as the end credits scroll by, you see that one of your beloved brands has sponsored it? That’s just one example of the invitational marketing model. This new model is designed to help brands market by creating content that attracts users. Instead of forcing users to see digital ads, brands are required to invent marketing content that is entertaining and helpful. This material can have many forms. It can be movies, shows, video tutorials, articles, events, and experiences that are designed to attract users.
But would this ever work? And if so, what would this new content look like? Fortunately, a few businesses have already proven that the Invitational Marketing Model works and can be wildly successful. A whole article has already been published on how LEGO used the invitational model to its advantage. Yet, there are a number of other companies that have also used the invitational model successfully.
Breitling Watches
Breitling is a brand that makes Swiss watches that “offer authentic, everyday luxury for men and women of purpose, action and style.” Their hashtag is #SQUADONAMISSION. Just that alone would make anyone want to wear their watches, but they decided to go a step further and created their own aviation team. They took this aviation team to different air shows and engaged with the aviation world. Building on their success, Breitling expanded into surfing, exploration, and cinema. All of these different avenues are ways that Breitling was able to increase awareness of their brand by creating engaging content.
Disney
Here’s one we know well but perhaps have never realized how it’s the perfect example of the invitational model. Walt Disney created one of the most beloved entertainment studios of all time. To market his work, he built Disneyland — a place where people could experience his brand, not just watch it. Since then, The Walt Disney Company offers a cruise line, develops video games, creates toys based off its characters, has a retail store line and more. For millions of people, Disney represents a cohesive world of movies, parks, and family fun that people seek out and enjoy.
A place where people could experience his brand, not just watch it.
Red Bull
Red Bull is another brilliant example of taking risks with marketing and not settling for only ads. They’ve done everything from making a documentary about snowboarding to breaking skydiving world records from outer space. Red Bull prefers to take us on a journey with their content, not just shove something at us to buy.
Speaking from a personal standpoint, as the days go by, I feel as though ads just get worse and worse. They’re everywhere, and they’re growing by the day. Even now, opening a buying/selling section or app is so littered with ads that I can’t even tell what people near me are trying to sell. If I wanted to purchase a new product, I wouldn’t go to a local marketplace section to do it.
Things need to change. Brands need to change. Social media needs to change. Let’s start creating brand partnerships that actually mean something more than just tossing a digital ad amongst all the extra clutter. I know that when I see a brand doing cool, meaningful things, I’m 10 times more likely to buy from them. It’s time for brands and social media to INVITE people to see their content, not force it on them.
