The subscription service will let creators lock some of their content behind a paywall.
Post+, Tumblr’s new subscription service, will let bloggers put their content behind a paywall. Users can pay a monthly fee of $3.99, $5.99, or $9.99 to gain access to subscriber-only content.
Post+ Targets Gen-Z Content Creators
An article by The Wall Street Journal outlined Tumblr’s new offering, which will allow creators to earn money from their posts. Those included in the Post+ beta will be able to lock some of their content behind a paywall.
Creators have three subscription prices to choose from, with Tumblr taking a five percent cut out of the fee. Bloggers don’t have to make all of their content exclusive to subscribers either, so users unwilling to pay will still be able to view some posts for free.
The Wall Street Journal reports that 48 percent of Tumblr’s users are members of Generation Z, otherwise known as those born around 1997 to 2012. Post+ has been created specifically for this population.
Lance Willett, the chief product and technology officer at Tumblr, commented on Gen Z’s influence on the service, noting:
When we looked at the younger generation, trying to figure out what would be the hook for them, we decided to make Post+, because it’s something that will push the boundaries and it’s following their behavior they’re already doing.
Although Post+ is in beta right now, it’s expected to be rolled out to everyone in the fall of 2021.
Tumblr Joins Other Social Platforms in Rewarding Creators
Tumblr is a bit late to the social media monetization trend. Twitter has already launched Twitter Blue, a subscription that gives users access to exclusive features, and is even testing Super Follows and Ticketed Spaces to help creators earn money.
Meanwhile, YouTube is giving creators the ability to earn Super Thanks, and is offering a $100 million fund for the best YouTube Short creators. TikTok is also trying to encourage users to create quality content with its creator fund.
Tumblr has seen declining usage since it banned sexually explicit content in 2018, but perhaps its new Post+ subscription service will bring a new generation of young bloggers to the platform.
While it’s great that hardworking creators are getting the fair share they deserve, it doesn’t necessarily mean that users will want to pay for their posts. Plus, how can the average user be expected to pay for content on several different platforms? Social media has been free for the majority of its existence, so it might be difficult getting users to pay.
The new option lets you limit the amount of “sexually suggestive or violent” content you see.
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