What do we think about paywalls?

I think there’s a paradoxical reality for readers and writers despite them frequently being embodied in the same person

Welcome to Follow Your Gut, a newsletter about the artist life and business from a mother of two. After soon a decade as an independent artist and writer, the question is not only how to do it, but how to continue to follow your gut in a world that tries its best to stuff it with fluff.

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Hi there,

Today I want to chat about paywalls. More specifically, how we relate to paywalls differently as writers and readers.

I’ve only added a paywall to two new articles so far and I’m not convinced about the experience (nor of it being an effective “upgrade incentive”), but hey… I’m a 2x expert at this point so what do I know?

This reflective piece is all about community, so feel warmly invited to share your experience (or lack thereof) in the comments as well as participate in the 8 multiple-choice polls at the end so that we can all use this space to reflect together and get some actual statistical data to relate to (the informal Notes surveys I’ve done so far makes the results too scattered, so I wanted to create a more comprehensive space and study).

Your feedback will contribute to an amazingly paradox and therefore enriching conversation for everyone to take part of (whether as a silent reader or active participant, no judgement here).

The view from my first rooftop studio in Paris where I “accidentally” became a full-time artist (this was photo was taken by my now husband soon 8 years ago). Not necessarily linked to paywalls on Substack (it didn’t even exist) but the contemplations around how to charge for your artistic work is very much the same. You value what you do and want others to value it too, but how to get it across in an authentic and aligned way? Fascinating topic isn’t it!!

Now, let’s go!

I’ve come to the conclusion that paywalled content triggers a paradoxical response for readers and writers

A couple of weeks ago I made a mini survey over in the Notes network (the social hub of Substack), where I asked people’s preferences regarding paywalls and especially what they think (and how they behave) when they come across paywalled content (Does it make you more or less likely to upgrade?).

The irony is that there seems to be a great clash between what we enjoy as readers vs writers.

In theory a paywall serves as a built-in incentive for our readers to upgrade and become paying members.

Brilliant!(?)

No need to engage in difficult yucky marketing… the platform has done the hard work for us.

But is it really that simple?

Of course not.

Because from the reader perspective it seems to not be as beautiful and simple at all.

For example,

Matthew Long

said:

“Elin, this is an interesting question. I don’t paywall any of my content, instead relying on a patron model. But that doesn’t get me a lot of paid subscribers actually. For myself as a reader, paywalls turn me off to be honest. I believe writers should get paid (I want to get paid too!) but everyone that I pay is because of one of two reasons: 1) They are offering me an education, i.e. a service of some sort or 2) I really value their writing and want to support them. The paywall itself doesn’t motivate me and often if I see a locked post in my inbox I just skip it. I have too much stuff to read. I am not judging those folks who do paywall things. Everyone has to figure out what works for them and there isn’t a right or wrong answer. Just sharing the way I look at it.”

David Barton

made an excellent comment that distills Matthew’s experience by suggesting that there are at least two different subscription models (I think there are more….);

“I think that actually, there are probably two types of subscriptions here on Substack. One where you are essentially paying for a service as much as you would on any other subscription site where it’s ’members only’. Then there are those where the subscription supports the ‘artist’, rather like a patronage.

Paywalls are off-putting

The large majority responded that they find a lot of paywalled content to be off-putting, which contributes to a negative reader experience (frankly the complete inverse of the positive incentive we imagine as writers).

What’s even more interesting is that the large majority of those who commented have paywalls on their own content, which strengthens the sense of paradox.

The distinction seems to be what’s behind the paywall where some add extra perks and others don’t.

Based on the survey I did a couple of months ago, most people (from a sample of 116 anonymous respondents), said they upgrade for the value of the writing more than anything.

Ps the percentages don’t add up to 100 because they’re based off the 116 respondents where some filled out more than one response for as nuanced and trustworthy data as possible.

This is good news until we get to the inevitable question: What can we do to impact conversions other than happily keep on writing for years and hope for the tide to slowly turn (if ever)?

Not only that, there’s also the critical balance between growth and conversion, where paywalls ultimately will limit the potential spread of an article, while simultaneously (supposedly at least) increase the chances of conversions…

Holly A Brown

answered another of my informal Notes surveys on the topic that she got advised by a large account (1000+ paying members) to paywall everything despite her having a small publication, but isn’t that too easy to say without considering the nuances?

When you’re a small publication and paywall content, you’re ultimately making readers upgrade and “lose interactions” rather than “gain interactions” in comments because there simply aren’t enough people reading.

The natural follow up question is then: At what point do you shift from one goal to another?

Disclaimer: Goals DO NOT have to be binary growth vs monetary gain. Goals may also be network, belonging, impact, accountability and more (or a combination of all).

This is a problem

As a writer, we want to transfer the message that we take our work seriously and that we consider it valuable to pay for, but is a paywall the way to do it?

Some creators add trainings, live calls, downloads and other extras that serve as incentives instead of more previews/paywalls (I’m in this category as I launched my digital bookshop last month where I currently have one title When Will You Get a Real Job and will soon add episodes from my previous podcast show about the artist life…).

The only problem with this method is that it must be done carefully to not devalue products and services sold elsewhere. Because let’s be frank here, Substack is generally a low ticket offer in relation to what you would normally sell trainings or products for (NOTE: This does NOT intend to neglect the offering as a potentially significant financial investment for many, including myself).

I empathise with creatives who have their first experience of sales on this platform, because it’s a lot of work for relatively little monetary gain. However, it does serve other valuable aspects of community, belonging, accountability and more… It’s just a matter of finding the sweet spot balance (as if that was an easy thing ha!).

Ps. If you wonder where I’m coming from, I’ve lived full-time off my art practice primarily in modern hand embroidery for 7 years. And no, I dont have a rich husband (which ironically are comments I’ve received on here as an excuse as to why I can do this work in the first place… people are funny!).

This makes me think of a chapter in my book When Will You Get a Real Job, where I touch on the subject of “when can we afford to work as artists?” as if working in the artistic field is something we have to afford BEFORE we start rather than something that can generate a sustainable income from itself… fascinating stuff!!

Let’s dive into the polls… and don’t forget to add your reflections in the comments too, I can’t wait to read it!

Elin, xx

What role does the paywall actually play in this experimental game of newsletter business?

An insight from one of my art classes where I paint on the fabric before adding embroidery. You can browse classes here

Hi there, new here?

I’m Elin, Swedish (expat) artist and mother of two who have plunged into the unknown of Substack as a new writing home. Despite having 500k+ across mainstream social media platforms for my embroidery art, I decided to start afresh here. It’s hard, thrilling and joyful all in one. Come and join me for the ride if you haven’t done so already! You can expect thought-provoking and poignant writing about creativity, life and soulful art business with a touch of motherhood.

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