So, you’ve launched another membership benefit or announced an exciting new project. Kudos!
Many creators use timely announcements or limited offers to drive their members to action. Maybe that juicy perk is only available for a specified timeframe or that livestream is happening in two hours or perhaps you're down to your last limited-edition art prints, vinyl albums, enamel pins, or tickets for a live event. Scarcity and urgency can spur members to sign up for a higher membership tier or otherwise take action.
But don’t overlook the power of evergreen content, either.
Evergreen content is not tied to a specific date, holiday, trend, event, podcast episode, or song release. Yes, it might not create the same urgency but you can resurface and repurpose this type of content to deliver value at any point in time. Sharing a mix of evergreen and timely content gives your updates more variety and shareability.
Remember, just because you’ve shared or tweeted something once doesn’t mean all your followers have seen it. If they’re not online at the time you post, your update can very easily get buried. The number of followers who see each of your posts can vary depending on when and what you post (and how the particular channel's algorithms are set up), so it’s hard to find reliable data on this question. If you want to know more about how many followers see your content, look at the insights provided by the channel. For example, you can view your own Twitter stats using the Twitter activity dashboard. Once you know when your audience is most active, you can schedule your updates accordingly.
Evergreen content can cut through the noise of online chatter and help drive traffic for years, according to Copyblogger. If your members see a post about concert date or live stream that’s already passed, they probably won’t click on it, like it, or share it. But if they see an eye-catching photo or a tutorial that solves a problem they’re having now, they just might click on it, like it, or share it.
Here are a few examples of engaging, evergreen content from Patreon creators just like you.
Musicians, composers, and producers tend to post content around the release of new albums, singles, or videos, or tour dates. But members also like seeing the person behind the music, not just getting updates on song releases or concert dates. When music producer Andrew Huang posts selfies on Instagram (like this one or this one), he gets thousands of likes. These photos aren’t tied to a specific album or tour date but they show what Andrew might be like as a person, not just as a producer.
Gamers have a treasure trove of eye-catching imagery they can pair with evergreen or more time-sensitive messages. American McGee, creator of games like Alice Asylum and Pirate Jam, does this especially well. Check out this Instagram post or this tweet. Both posts have striking imagery paired with messaging that isn’t time specific, so followers can engage with that content at any point and the creator could repost those images with different messaging later on.
Like gamers, illustrators may also have lots of striking imagery that’s ripe for evergreen content. Tutorials are another evergreen option for illustrators, gamers, and others. They might show how to use a certain illustration technique or tool or how to approach a new level in a game can be hugely popular if they address a specific problem your audience faces.
For instance, as a reward for certain members, artist Sakimi Chan shared a video tutorial with a voiceover walking them through how she painted one of her portraits. Tutorials are an evergreen way for creators to share their artistic process with their members.
If there’s a podcast episode you’re especially proud of or if you’ve interviewed someone your audience can’t get enough of, don’t let that episode languish in your archives. Remind your members! Newer members won’t know about it unless you tell them, and long-time members might forget or miss an episode or two.
A year after Gillian of the Hamilcast podcast, a podcast for fans of Hamilton: An American Musical, hosted Hamilton creator Lin-Manuel Miranda for drinks and a podcast interview, she reshared the photos on Twitter along with the events leading up to the interview. Lin is such a big deal to Gillian and her “Patreon peeps” as calls them, she even pinned the tweet to her Twitter profile for all to see! A great example of evergreen content in action.
Lots of journalistic content—especially breaking news—is inherently timely because it’s reporting on current events. Who’s running for office? What’s happening around the world? How are companies actions impacting communities right now? All these questions have a very specific time hook.
But Brandon Stanton, creator of Humans of New York, takes a different tack. His photojournalistic project documents ordinary people with interesting stories on the streets of New York City (and around the world). Every single one of this tweets has an evergreen quality because it’s tied to a human, not a current event.