It might not be a popular opinion. And I’m bracing myself for a bit of backlash from fellow marketers.
But if you’re looking for a straightforward answer to whether to gate your content or not, mine would be a resounding yes—gate it.
Of course, nothing in marketing is ever black and white. The longer, more nuanced response is that it depends.
Your decision should hinge on your specific content sharing goals. There are certainly scenarios where keeping content ungated proves beneficial. (You can delve into these cases in more detail in a previous post here.)
Back to my initial point. Generally, I advocate for gating content. Observations from our demo platform—which has facilitated the creation of demos for hundreds of products—indicate that most demos are shared ungated. This reflects the prevailing market sentiment that easier access to content correlates with higher viewership and engagement.
Yet, our analysis of over 1,200,000 demo sessions suggests this belief is statistically flawed:
- 85% of viewers proceed to the second step of a gated demo.
- Only 43% do so with ungated demos.
Additionally, consider the bounce rate—a metric often used to gauge the relevance of marketing activities:
- Gated demo sessions have a bounce rate of 40%.
- Ungated demo sessions bounce at a staggering rate of 77%.
These figures illustrate a significant loss of potential visitors who miss the opportunity to engage with your product through a demo. Those who stay for a gated demo are more likely to proceed and engage deeply with your content.
Why does gating increase engagement?
The reasons behind higher engagement with gated content are multifaceted, ranging from psychological to practical aspects:
Perceived value
Gated content is often seen as more valuable or premium. This perception can compel users to engage more earnestly with the material, similar to how a paid online course might be valued over free content available on platforms like YouTube.
Commitment
Accessing gated content requires a form of investment, be it time, effort, or money. This initial commitment can translate to deeper engagement, as users seek to get their money’s worth.
Anticipation
The process of gaining access can build anticipation, enhancing user engagement once they gain entry—much like the excitement of unwrapping a gift.
Psychological ownership
When users feel they have earned access to content, their valuation and care for it increase, leading to more diligent consumption.
Personalization
Data collected during the gating process can be used to tailor the content or experience, making it more relevant and engaging for each individual.
Community aspect
Access to exclusive communities or forums can significantly boost engagement, providing social interactions that enrich the overall experience.
Conclusion
While gating content may not suit every scenario, the benefits of doing so in appropriate contexts can be substantial.
Understanding your audience and their preferences will guide you in choosing the right approach for your content strategy.
