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Introducing Gated Content


Maddie Holeksa

Maddie is the Head of Operations at ethos. With previous experience helping consumer brands adopt new technology, Maddie has a passion to drive success for brands.

Maddie is the Head of Operations at ethos. With previous experience helping consumer brands adopt new technology, Maddie has a passion to drive success for brands.

Introducing Gated Content

Creating compelling content is expected by brands in today’s world, and mediums for customers to consume this content are competing for views and viral moments to create brand adoration. But what if a brand could produce content that is more long-lasting than a 30-second TikTok, and has the power to create a deeper relationship between brand and customer? This is what Gated Content can do.

What is Gated Content?

Gated content refers to any type of digital content, from videos and articles to podcasts and TV episodes, that are only accessible under certain conditions. In most cases, this implies requiring users to provide some sort of information—like a digital subscription or, more recently, owning a specific digital asset (NFT).  

In this context, this digital asset serves as a "key" to unlock the "gate" to the content.  

Examples of Gated Content:  

  • Newspapers that require a login to read an article  
  • Streaming platforms that require a paid account to view video content  
  • Digital communities that require a specific digital asset to access exclusive content  

The Benefits of Gated Content

Revitalize Existing IP

Rather than reinventing the wheel and creating all new content, you could revitalize and reuse your existing IP.  

After all, one of the best ways to utilize existing IP is to find new audiences for it. Using Gated Content with digital assets is an effective way to do this.  

For example, one of the most iconic brands of all time is Coca-Cola. You could argue that their red and white logo is one of the most recognized IP in the world.  

But because it’s such a heritage brand, it can often get pigeon-holed as traditional and lacking innovation. They fought this perception by revitalizing their IP by launching a series of digital assets that featured digital versions of its products.  

Those digital assets could be used by their customers to access virtual content in Decentraland, a blockchain-based environment, where they could enjoy music and games with other Coca-Cola fans.

Engage With Your Customers Directly

Finding ways to directly connect with your customers has become increasingly more challenging with the impact that influencers and other purchasing channels have had on engagement. With Gated Content, creating captivating forms of content that is only accessible by holding a digital asset to your brand will bring customers back to that form of direct connection that traditionally existed.  

For example, Lacoste used digital assets to create a unique digital community for its customers. In June of 2023, the fashion giant expanded its web3 ecosystem by creating a website where holders of its digital asset, the UNDW3 card, could access exclusive creative sessions, contests, video games, and interactive conversations.  

The virtual space also offered rewards for customers who participated and engaged most with the community by awarding points to users based on their activity. Customers with most points at the top of the public leaderboard would have rarity added to their UNDW3 card, which would increase the intrinsic value of the NFT.  

Additional benefits for customers at the top of the leaderboard included a trip to Paris to tour Lacoste’s factory and engage in some shopping at the brand’s French boutique, the ability to participate within a social media campaign, the ability to purchase exclusive merchandise, and more.  

Improved Monetization

Another benefit of gated content is that it helps you increase conversions and sales. By requiring customers to hold a digital asset to access certain content, you nudge them through the buyer’s journey.

For example, the music industry has seen artists like Kings of Leon and 3LAU release their albums as digital assets, where access to exclusive content is a major incentive for fans.

This tactic promotes a sense of scarcity because you can limit the availability of your content and reward your loyal customers.  

How to Use Gated Content for Your Brand

If you want to use gated content for your brand, here are some best practices to follow:

Generally speaking, compared to ungated content, gated content should be more:

  • In-depth
  • Comprehensive
  • Actionable
  • Exclusive

For example, you can use digital assets to gate access to a long-form eBook your audience would enjoy, while making it exclusive and restricting access only to people who hold one of the digital assets.

On the other hand, you might not want to gate access to a short blog post or an infographic that provides basic information or awareness for your audience.

Gating Video Content

Gating video content with digital assets allows you to create an exclusive viewing experience for your audience.

For example, you might create a series of high-quality, in-depth instructional videos that are available only to those who hold a specific digital asset. The videos could be hosted on our private platform that verifies the possession of the digital asset before granting access.

Gating In-Person Conferences

Conferences are some of the oldest forms of business “content.” As an event organizer, you could issue digital assets that grant access to certain conference features, such as VIP discussions, exclusive workshops or events, and more. Digital asset holders could also get access to digital memorabilia from the event, enhancing the overall experience.

Create Gated Content with ethos

Using ethos’ platform, brands can now add any type of content they desire as a benefit to their digital asset holders – be it full episodes, short videos, podcasts, or written content. Your customers will never be required to access these benefits with a crypto wallet, they simply need to log in with their email and it is available to them.  

By using ethos, you can leverage the power of blockchain technology and digital assets to create a new frontier for customer engagement and loyalty.

If you want to learn more about ethos and how we can help you create gated content with digital assets, connect with us at