When Everyone’s Invited, No One Feels Special
In a digital world where content is endless and everything is always available, advertisers face a paradox: the more accessible their messages, the easier they are to ignore. Enter the unexpected resurgence of an old tactic with a new twist—gatekeeping.
This isn’t about excluding people for the sake of it. Today’s gatekeeping in advertising is about curation, exclusivity, and intention. In a sea of sameness, smart marketers are making audiences work a little to care a lot.
The Problem with Unlimited Access
Open access to audiences has led to a flood of messages. Brands try to be everywhere, all the time. But attention spans have shrunk, ad blockers are mainstream, and personalization fatigue is real. Just because you can reach everyone doesn’t mean you should.
Consumers now crave experiences that feel intentional, earned, and limited. And that’s exactly what modern gatekeeping delivers.
“A brand that tries to be for everyone ends up resonating with no one.” — Emily Heyward, Co-founder of Red Antler, via Adweek
The Return of the Velvet Rope
Here’s how brands are reviving gatekeeping in a way that builds desire—and delivers performance.
BeReal x Adidas ‘Invite-Only’ Drop
Adidas used BeReal’s real-time sharing model to drop exclusive product access within a short window. If you weren’t on the app when the drop hit, you missed out. The gate was timing.
Liquid Death’s “Country Club”
The irreverent water brand launched a “country club” you had to apply to join. It offers members exclusive merch, content, and stunts—none of which are public. The gate is identity and brand fit.
Spotify Wrapped: Exclusive by Design
Spotify Wrapped is widely shared but deeply personal. Only engaged users get the most rewarding content. The gate is consistent usage—turning loyalty into a cultural cachet.
Amazon Prime Day
One of the biggest retail campaigns is technically an ad gated by membership. If you’re not a Prime member, you can’t access the best deals. The gate is the subscription.
Reddit’s Karma-Targeted Campaigns
Advertisers on Reddit often restrict their ads to users with high karma in niche subreddits—ensuring engagement and credibility. The gate is reputation.
Why Gatekeeping Works
Gatekeeping taps into deep psychological triggers. Scarcity and exclusivity boost perceived value, and the idea that not everyone can have it drives interest and urgency.
Gatekeeping isn’t about alienation—it’s about elevation. It tells your best-fit audience: this is for you, and you’re in on it.
“When people feel they’re part of a select group or obtain something limited, it makes them feel important. This ‘status’ boosts word of mouth as it encourages sharing with others.” — Jonah Berger, summarized from Contagious: Why Things Catch On
How Advertisers Can Apply Gatekeeping—Now
This doesn’t require big budgets. It requires thoughtful segmentation and strategic restraint. Here’s how to start:
- Segment with purpose. Don’t just reach an audience—invite them. → Explore how Choozle uses location-based targeting to narrow your audience with precision
- Create limited-access campaigns. A campaign that disappears in 24 hours has more urgency than one that lingers.
- Use loyalty as a filter. Reward high-engagement users with special offers, previews, or content.
- Design exclusivity into your funnel. Whether through waitlists, invites, or early access, make users feel like insiders.
Branding expert Deb Gabor has argued that when brands foster a feeling of exclusivity, customers are more likely to form strong emotional bonds and promote those brands through word-of-mouth.
A Word of Caution
Gatekeeping is a tool, not a default strategy. Done poorly, it can feel elitist or disconnected. Done well, it creates belonging and buzz.
Gatekeeping should elevate your audience’s sense of identity, not limit your brand’s reach.
Final Thoughts
In 2025 and beyond, expect more advertisers to stop trying to reach everyone and start reaching the right people, at the right moment, with the right level of access.
Exclusivity isn’t the enemy of growth. It’s the shortcut to meaningful attention.
Want to explore how to build smarter audience strategies for your campaigns? Check out our Guide to Programmatic Advertising Campaign Planning.
Annie Wissner
Annie Wissner is an accomplished and innovative B2B marketing leader with over 20 years of experience. As Vice President of Marketing, Annie oversees all corporate marketing functions at Choozle, including brand management, go-to-market strategy, product, digital, demand generation, partnerships, and media relations. She has proven success in start-up and enterprise environments, as well as in domestic and international markets. She is recognized for building strong brands using integrated marketing methods and ABM-centric demand generation and has a track record of establishing revenue-generating programs. A key contributor to strategic business planning, with expertise in leading, managing, and developing long-term growth plans and digital transformation.
