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What Does "Join" Mean on YouTube and How Can Creators Utilize This New Monetization Feature?

You may have spotted a new blue "Join" button next to YouTube‘s familiar red "Subscribe" option on your favorite channels recently. So what is this new addition all about?

As a social media marketing consultant who has helped advise numerous YouTube creators, I‘m going to comprehensively break down this membership feature – from YouTube‘s goals to exactly how creators can take advantage of it to increase revenue.

YouTube‘s Grander Mission with "Join"

In essence, the Join button allows loyal viewers to directly fund creators through paid monthly memberships (similar to Patreon). Fans pay an ongoing subscription fee in exchange for exclusive perks like custom badges, exclusive videos, etc.

But why did YouTube add this feature back in 2018? The platform wanted to provide a new meaningful revenue stream for creators no longer able to rely solely on ads.

Member revenue also benefits YouTube itself by allowing the platform to take a 30% commission on all membership sales.

According to Hunter Walk, Head of Product at YouTube from 2013-2018:

"Memberhips are another way creators can establish more direct relationships with their most engaged fans…fans have an opportunity to be even more invested in the creators they love."

So memberships further YouTube‘s mission to foster stronger community connections between viewers and creators. This culture of support is key for the platform‘s continued success.

Steady Adoption Among Top Channels

Initially, memberships were only available to channels with over 100,000 subscribers. However, YouTube has been expanding eligibility over time.

Recent estimates indicate over 100,000 channels have activated the Join button, indicating steady adoption.

Top YouTuber Markiplier earned $100,000 just weeks after launching his membership program. Comedy creator Steve Hofstetter shared that channel memberships increased his income by 50% alone.

These success stories showcase the power of memberships when implemented effectively.

YouTube Channel Memberships Minimum Requirements

If you manage a YouTube channel, how do you gain access to setting up memberships? Here are the current eligibility requirements:

  • Active YouTube channel in the YouTube Partner Program
  • At least 30,000 total subscribers
  • Over 18 years old
  • Located in an approved country
  • Channel cannot primarily feature gambling or prescription drugs

Gaming channels specifically have a lowered subscriber requirement of just 1,000 subscribers.

Assuming your channel meets these metrics, you can head to the membership setup page within YouTube Studio. Here you‘ll define pricing tiers and the special perks offered at each level.

Tip: Start with just 1-2 pricing levels between $3-$10/month to keep things simple initially.

all Types of Perks to Offer Members

The exclusive extras that members get for paying their subscription can be customized to inspire more fans to Join.

Popular membership perks include:

  • Custom emoji/loyalty badges visible in comments/live chat
  • Bonus behind-the-scenes or bloopers footage
  • Access to a members-only community forum
  • Digital assets like phone wallpapers, audio files etc.
  • Exclusive giveaways, contests, Q&As, and livestreams
  • Early access to new videos
  • Discounts on merchandise

Getting creative with digital "extras" you offer is key to enticing fans to pay. Consider what unique, high-value perk only YOU could provide to power fans.

For instance, YouTuber Peter McKinnon offers paid members early access to videos, while his Vault level includes a monthly 15-minute video chat.

Tip: Survey your audience to find out exactly what perks they‘d be most excited to pay for.

Optimize Conversion With the Right Messaging

Even with enticing perks, fans need to be convinced to convert from free subscribers to paying members. Proper messaging is key here.

Some best practices include:

  • Highlighting the exclusive nature of perks in landing page copy and when announcing memberships. Reinforce why becoming a member gives fans special status and access.

  • Prominently showcasing member badges in comments and live chats. Allow members visibility to signal their supporter status.

  • Sharing member revenue contributes to funding video projects. Appeal to their desire to "sponsor" passion projects.

  • Featuring members enjoying perks in videos or social posts. FOMO can be very convincing!

With the right hybrid of exclusive perks AND effective messaging around those offerings, creators can build a robust funnel converting free fans into steady membership revenue.

The Power to Go Beyond Ads

While Google AdSense and affiliate revenues still play a major role, memberships allow creators to think beyond traditional monetization means. As ads become more restrictive and lower-paying, member contributions offer stability.

By providing fans with an impactful, community-based way to offer financial support, creators can facilitate deeper bonds with viewers while diversifying income.

Memberships provide a win-win proposition:

  • For fans, special access and ways to directly enable their favorite creator‘s channel
  • For YouTube, added revenue stream plus more empowered creators and engaged viewers
  • For creators, funding to sustain projects while owning fan relationships

By tapping into human connections beyond just views and ads, memberships represent an important shift in how YouTube facilitiates community and monetization moving forward.

Creators would be wise to explore this option sooner than later as changes continue happening on the platform. Will your channel be next to add the Join button?

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