In the fantastical digital world, where every creator fights for a slice of the collective attention pie, a particularly intriguing strategy has emerged: VIP content. Yes, these "Very Important Person" contents, designed for privileged members of an online community, have become the secret weapon of influencers because the desire to be a privileged person is a rather common psychological drive, after all.

First, let’s break down the term VIP. Historically reserved for the aristocracy, celebrities, and the wealthy, the VIP status conferred exclusive access to restricted and coveted circles that ordinary people could not enter. And that was the goal: not to mix. In the collective unconscious, it evokes prestige, rarity, and belonging to a superior class. So naturally, when this term is applied to online content, it wraps these offerings in an aura of sophistication and exclusivity that flatters the subscribers' egos. After all, who doesn’t want to be a VIP, even if it’s only in a Facebook group dedicated to mindfulness meditation or the art of choosing a yoga mat?

The irony here is that the notion of VIP has been subtly adapted to work in an ecosystem where everyone, literally everyone, can become a VIP—for a small price, of course. Thus, these content creators, who have become ingenious marketers copying each other, are not only selling knowledge or skills; they are selling an experience, a sense of belonging, or even an illusion of elitism. VIP content is often touted as being deeper, more relevant, and most importantly, more precise than the generalities offered to the rest of the public. Yet, what’s fascinating is that often, this content is hardly more substantial than the free offerings. It is simply better packaged, served with a hint of mystery and a promise of intimacy with the creator, as if entering this exclusive circle guaranteed more authentic knowledge or a more meaningful personal connection.

The promise of VIP content creates a powerful psychological effect. By using this term, creators exploit a deeply rooted desire for recognition and distinction. Subscribers are thus not only encouraged to spend more to access these contents but are also transformed into zealous ambassadors. Having invested in their VIP status, they are more likely to value and defend this experience, even if, in the end, they have not paid for something more meaningful.

But what does this obsession with VIP content tell us about our society? It reveals a fascinating paradox: in a digital world that claims to democratize information and connect the masses, we see a resurgence of hierarchy, where the illusion of exclusivity is skillfully monetized. These online “closed circles” merely reproduce the old dynamics of power, representation, and influence, disguised under the concepts of digital marketing.