In the rapidly evolving digital landscape, a concept called token gating has emerged as a powerful way for engaging Web3 communities. By utilizing NFTs and other tokens, token gating offers a popular approach to monetize content and control access.
From media outlets to e-commerce sites, the concept of conditioning access to specific sections of a website or exclusive benefits to holders of a specific NFT has gained traction.
Read more: What is a POAP NFT and How to leverage them?
What exactly is Token-gating?
Token-gating refers to certain content, features, or functionalities being restricted or controlled based on the possession or ownership of specific tokens. In this context, tokens serve as a form of digital currency or proof of entitlement that grants users the ability to unlock or gain entry to exclusive resources within a platform or ecosystem.
It is used in various contexts, such as blockchain-based platforms, online communities, or membership-based systems. The concept of token-gating aligns with the broader principles of decentralization and token economies, enabling a more dynamic and interactive user experience. It fosters a direct relationship between content providers and consumers, where users can leverage their tokens to access premium content, participate in exclusive events, or enjoy enhanced features that are not available to non-token holders.
Distinguishing itself from content gating in the Web2 era, token-gated content in Web3 does not always necessitate direct financial transactions. In certain instances, users can provide proof of holding specific NFTs or tokens to access exclusive content. They allow for the granting of access to exclusive content, clubs, events, tickets, software, merchandise, crypto airdrops, and more. Virtually anything within the realm of Web3 can be configured to require cryptocurrency-based transactions.
How does it function?
There are two approaches: either the publisher restricts access to holders of an existing NFT collection, or they offer temporary NFTs for sale. In this model, the subscription is based on the NFT, where users initiate their subscription by accepting a smart contract transaction that repeats periodically throughout the NFT’s validity period. Token gating leverages NFTs but can also involve other types of tokens.
Prioritizing wallet security is of utmost importance when embarking on token-gated experiences. Given prevailing concerns regarding cybersecurity in the crypto industry, it is prudent to verify the authenticity and safety of links and offerings. A recommended practice is to verify information through verified social accounts and official news releases from esteemed Web3 projects before linking your crypto wallet.
By implementing this Web3 approach, brands or creators can prompt user engagement, reward loyal participants, and create a sense of exclusivity by offering special privileges or benefits to token holders.
Some brands use cases
For brands and creators, token gating brings forth a multitude of benefits, empowering them to regulate access to their goods and curate real offerings. Simultaneously, users gain the opportunity to acquire coveted assets that extend beyond conventional benefits.
An exemplary illustration is the launch by Etam of the “Silhouette Signature” collection, featuring 40 NFTs that grant holders VIP access to the brand’s forthcoming Live Show and a 30% discount for one year.
H3NSY is the web3 togen-gated platform of Maison Hennessy. The goal of H3NSY is to serve as a membership platform and hub for creators, cultures and communities, along with future NFT partnerships. The platform also offers web3 quests to offer a chance to the H3NSY community to win limited NFT and physical sneakers.
Yves Saint Laurent has unveiled its token-gated Web3 hub, exemplifying the potential of this approach. The foundation of YSL Beauty’s web3 ecosystem consists of two key elements: (1) the YSL Beauty Wallet, where users can collect YSL Beauty Blocks, and (2) a token-gated web3 website where they can discover more about the roadmap and connect their wallet to unlock rewards and content.
Le Bristol Paris has launched a Token Gated Next-Gen Club as NFT purchaser will be granted membership to Le Bristol’s exclusive L’H3ritage Club. Membership perks being proposed include anytime access to dedicated and secret menus at the hotel’s world-class restaurants, and weekly access to its legendary rooftop swimming pool (normally open to guests only). Each NFT will also unlock doors to one of 11 rewards, promising ‘money-can’t-buy’ experiences never before offered by Le Bristol.
What benefits for brands when going for Token-gated experiences?
In the quest to attract and captivate more consumers, brands are increasingly turning to the power of token gating. This innovative approach offers a host of benefits that make it a compelling strategy. Here’s why brands need to embrace it:
It provides a robust and secure method of verification, ensuring that only legitimate token holders can access gated content or experiences. This eliminates the risk of counterfeit ownership and creates a trusted environment for users to engage with exclusive offerings.
Exclusivity Redefined with Token-gating
With token gating, brands can curate exclusive experiences tailored to a select group of 100 token holders on a limited collection of at least 10,000 NFTs. By granting access to coveted content or experiences, brands cultivate a sense of exclusivity and prestige among the chosen few. This perception of exclusivity not only drives up the value of the NFTs but also fuels anticipation and desire within the community.
Token gating allows brands to reward their loyal token holders in meaningful ways. By providing access to gated content or experiences, brands can offer special perks and privileges exclusive to token holders. This creates a sense of appreciation and recognition for their ongoing support, fostering a deeper connection between the brand and its dedicated community. Whether it’s exclusive merchandise, VIP events, or early access to new releases, token gating enables brands to incentivize and acknowledge their most loyal customers, driving long-term loyalty and advocacy.
This process opens up new avenues for brands to monetize their offerings. By implementing this Web3 approach mechanisms, brands can sell exclusive content, products, or experiences directly to their token holders. This not only generates additional revenue streams but also creates a sense of value and scarcity around the brand’s offerings. This Web3 approach transforms digital assets into valuable commodities, driving demand and attracting consumers who value unique and limited-edition experiences.
Cultivating Community Engagement through Token-gating
It fosters a vibrant and engaged community around a brand or project. By providing exclusive access to gated content or experiences, brands create a shared sense of belonging and camaraderie among token holders. This community-building aspect strengthens brand loyalty, encourages active participation, and drives organic word-of-mouth marketing. Token gating becomes a catalyst for building an enthusiastic and supportive community that amplifies the brand’s reach and influence.
Token-gating, to sum up, serves as a mechanism to encourage and reward user engagement while creating a value ecosystem within a digital platform or community. It adds a layer of exclusivity, enhancing the overall user experience and fostering a sense of ownership and participation among token holders. Enable your brands to harness the power of token-gating tailored to your brand’s objectives and create impactful brand strategies through METAV.RS solution.
Cover Image source: Tokengated Commerce X Doodles Video for Shopify, by Daina Lightfoot