FC Barcelona breaks new ground with Facebook

For 2.50 Swiss francs per month, users willing to pay receive access to an exclusive fan group. Digital goodies and content await those interested, which are withheld from the rest of the followers. Paying users will also be marked with the club crest when they post FC Barcelona content comments. They will be shown exclusive posts - photos, wallpapers, polls, stickers - and direct interaction with the admins will be enabled.

Supporters receive discounts on merchandise or pay videos. Special giveaways are regularly raffled among paying fans - for example, trips to matches and meetings with Barca stars. Live videos hosted by Barça officials beckon as one of the main attractions: Watch parties, Q&As or live broadcasts from the stadium or other Barcelona premises.

In FC Barcelona, Facebook has chosen a partner that is not only one of the strongest clubs in the world on the soccer pitch, but also in social media. On Facebook, the current Spanish champions are followed by more than 103 million people - only archrival Real Madrid tops this mark (108 million). Added to this are 30 million Twitter and 72 million Instagram followers.

Facebook first tested the subscription model in mid-2018. Basically, it involves Facebook groups to which access is only granted against payment. Originally, the social media giant set a price between $3 and $30 per month, which could be defined by the admins. The example of Barcelona now shows that lower membership fees are also possible. 

Facebook then launched the "Facebook Fan Subscriptions" model in spring 2019. Similar to the widespread Patreon support system, this will enable page operators to monetize their content. Unlike Patreon, which claims 5 percent of subscription revenue for itself, Facebook treats itself to a whopping 30 percent at $1.5 for every $5 spent. This caused criticism and discussions.