Campaign Imminent: Patreon adds options to platform (Score 70)

Sales Lead: Patreon, a platform through which people can support their favorite creators at different tiers, just launched new services.

• The platform now offers community chat and member profiles, a move that centers users' in-app relationships with creators.
• Creators can now not only invite new chat members but can also customize their individual chats based on things such as name, emoji, topic, and member tier.
• Members can also customize their new profiles based on their bios, photos, and names.
• Patreon will, in the future, add a feature through which users' profiles can showcase their roles and community-based efforts.
• The company will likely:
  • Launch work promoting the new services
  • Return to higher spend
  • Conduct agency review following a recent CBO hire (more below)
• Target demographic: 
  • ​​​​​​​Gen-Z and millennials

Additional spending insights:

• Digital and social insights (digital ad spend, effectiveness, impressions, and performance)
  • YTD spend: So far this year, Patreon has spent roughly $458.7k on digital ads, down 25% from the roughly $614k spent by this point of 2022.
  • YTD data: The company has earned approximately 29.1m digital impressions YTD via desktop display (71%), mobile display (25%), and Twitter (4%) ads.
    • ​​​​​​​Patreon has placed most of this year's desktop display ads site direct onto destinations such as tex.com (46%), alphacoders.com, mmo-champion.com, explosm.net, and blacklistednews.com.
  • Last year: Patreon's estimated full-year 2022 spend declined significantly to $724.5k from that of $13.8m in 2021.
• Additional channel insights  
  • The company utilizes Google Ads along with Facebook, Instagram, Twitter, TikTok, and online video (primarily via Youtube IOS and Youtube.com) ads.
  • Patreon sponsors podcasts such as The Dan Bongino Show, The Matt Walsh Show, The John Batchelor Show, and The Bill Simmons Podcast.

Additional agency insights:

• Opportunity: If you haven't yet done so, reach out soon to get on the radar of Rory Brown, Patreon's relatively new CBO.
  • ​​​​​​​We have not yet heard of any roster shifts following this appointment.
• Current agency roster:
  • ​​​​​​​No current agency relationships
    • ​​​​​​​Patreon no longer seems to work with its former PR AOR, Berk Communications.

Insight Sources: Digital spend insights estimated by Pathmatics; additional channel insights estimated by Vivvix; podcast insights by Podchaser.