While YouTube has been searching for a way to monetize its content through ads and subscriptions for audiences, Vimeo, which also got its start by proving a platform for user-generated videos, is making millions by monetizing its users not its audience.IAC revealed this week that Vimeo has 100 million unique users, and 400,000 paying subscribers to its video creation and hosting services. That’s a 0.4% conversion rate that’s allowing Vimeo to make $40 million in revenues this year.The genius of Vimeo’s approach is two-fold. First, by charging users reliant on their platform for creation (and seeking a familiar, easy-to-use service), Vimeo can charge B2B subscription rates — $60/year for Vimoe Plus, $199/year for Vimeo Pro.Secondly, unlike its direct competitors, Brightcove, Wistia and Viddler, Vimeo takes a more B2C approach in its marketing, allowing users to experiment with its platform through a freemium model (Wistia offers a freemium model, too, but will only host up to three videos for free; Vimeo has no such limitation on uploading and hosting.)Thus Vimeo, unlike most subscription sites, has been able to combine the best of both B2B and B2C marketing online — high prices with a freemium model that gets prospects using their services quickly and easily and helps spread brand awareness through word-of-mouth.Other sites relying on user-generated content would be wise to try adopting this model as well.