Stop Trying To ‘Build An Audience’ — Focus On Just 1 Thing
It’s much simpler than you’d anticipate
A recent study revealed that the average internet user is bombarded with over 6,000 ads daily.
Yet, how many of these actually resonate? How many create a lasting impression or stir genuine engagement?
Amidst this digital cacophony, every content creator faces a daunting challenge — how to truly connect in an era of endless scrolling.
It’s tempting to get lost in the numbers game or to chase fleeting viral moments. But what if the secret isn’t in the massive audience but in the meaningful connection?
Ready to redefine success in the digital space?
Let’s dive in.
Heads up: I first shared this article a while ago, but I know it’s new for many of you. So, I’ve freshened it up and brought it back. Dive in, especially if it’s your first time!
The myth of “More is better”
Did you know that 60% of Instagram users follow brands just for aesthetic appeal and not for genuine engagement?
That’s more than half of your potential audience following you for the ‘look’ and not the content.
Renowned digital marketing expert, Jake Dunlap, once remarked,
“A large audience is beneficial, but a responsive one is profitable.”
What does that tell us? Having a million followers might sound impressive, but if they’re passive and disinterested, are they truly of any value?
Let’s dissect this obsession with numbers:
- Surface appeal: Many chase numbers for social proof and status.
- Misplaced priorities: The more you focus on quantity, the easier it is to lose sight of quality.
- Vanity metrics: Likes and follows might boost your ego, but do they boost your impact or profit?
Here’s a tidbit to mull over; Would you prefer 10,000 followers where only 50 engage or 1,000 followers where 500 are active and invested?
Here’s a simple way to get started:
- Audit your audience: Periodically check who’s genuinely interacting with your content.
- Engage back: Respond to comments, and DMs, and show appreciation. Let them know you’re not just a content machine, but a human who values genuine connections.
Now, let me pose this challenging question:
Would you rather be a ‘popular’ figure lost in the noise or a ‘respected’ voice heard loud and clear?
Remember, not all that glitters in terms of numbers is gold.
The misconception of audience-building
Julia McCoy, a respected name in content marketing, once said,
“True audience-building is an art. It’s not about collecting followers but cultivating relationships.”
And she’s spot on.
What does it profit a content creator to have an ‘army’ of followers if there’s no real rapport or connection?
Building an audience isn’t a mere numbers game. It’s not about accumulating faceless followers as if they’re trophies on a digital shelf.
Instead, it’s about fostering meaningful connections, nurturing relationships, and creating a community that thrives on mutual respect and value.
Consider the incredible journey of J.K. Rowling, the author of the ‘Harry Potter’ series. She didn’t magically conjure millions of fans overnight.
Rowling’s dedication to her craft, her engagement with fans, and her genuine passion for storytelling helped her cultivate a deeply loyal and engaged community.
Yes, the numbers are vast, but behind those numbers are dedicated fans who eagerly awaited each book release and engaged deeply with the content.
In the world of audience-building, it’s essential to discern the difference between those who are there for the fleeting trend and those genuinely invested in your journey.
After all, would you rather build a sprawling city of strangers or a close-knit village of friends? The choice, dear friends, is yours.
Why one genuine connection matters
Have you ever considered the impact of one individual who deeply believes in your message?
Many viral campaigns or movements, often start with a small, dedicated group that swells into a massive wave.
As entrepreneur and marketing guru Seth Godin once aptly put it,
“It’s not about being seen by a lot of people. It’s about being seen by the right people.”
What a profound truth in the age of digital sprawl!
It’s not about the vast ocean of faces, but about the passionate few who amplify your message, genuinely engage, and drive it forward.
Here’s the simple math —
- Genuine interest > Passive numbers: One dedicated follower can have a bigger impact than a hundred passive ones.
- Amplification effect: A genuinely engaged follower is more likely to share, comment, and spread your message.
- Depth over breadth: It’s better to deeply influence a few than to barely touch many.
So, what can you do differently?
- Prioritize engagement: Look out for those truly resonating with your content and engage them further.
- Cultivate loyalty: Offer exclusive content or insights to your most dedicated followers. Make them feel special.
Remember, quality, not quantity, is the real metric of influence.
Are you ready to make your ‘one’ count?
The one thing you should focus on
“Bring value. You’re only as good as the value you provide to your audience.” — Gary Vaynerchuk.
This underscores a pivotal truth in our digital age: while many elements can contribute to online success, one stands out as paramount — value.
But what do we mean by value? It’s not just about churning out content at breakneck speed.
It’s about crafting pieces or experiences that resonate, answer questions, solve problems, and leave your audience feeling enriched.
Consider the success story of TED Talks.
What started as a small conference about Technology, Entertainment, and Design has grown into a global platform with talks covering all topics.
Why?
Because each talk aims to deliver unmatched value in the form of ideas worth spreading.
They tapped into a universal hunger for knowledge and understanding, and consistently deliver on their promise of value.
In the vast world of content, where the competition is fierce and attention spans are fleeting, it’s the consistent delivery of value that will set you apart.
So, are you geared up to make value your cornerstone? The results might just astound you.
Decoding ‘Value’
You’ve probably come across this term countless times in the digital sphere; “Provide value to your audience.”
But what does ‘value’ truly mean in the bustling world of content?
And more crucially, how do we infuse our work with it?
Value is that elusive, yet indispensable ingredient that turns casual viewers into dedicated followers.
It’s the essence that keeps your audience coming back for more.
Marketing luminary Neil Patel once described it as,
“Not about what you want to tell, but what they need to hear.”
This insight, while seemingly simple, captures the very heart of value.
It’s less about broadcasting our thoughts and more about tuning in to our audience’s needs.
So, how do you transform this understanding into action?
Listen actively — The digital realm isn’t just a platform for speaking; it’s also a vast landscape for listening.
Dive deep into the comments, messages, and feedback. What are your followers truly saying? What are they seeking?
Be real and relatable — Authenticity isn’t a buzzword; it’s a commitment. Share genuine stories, lessons, and experiences.
Let your audience peek behind the curtain, allowing them to connect with the human behind the content.
Go beyond problems > Offer solutions — It’s one thing to point out challenges; it’s another to pave a way forward.
Ensure your content isn’t just descriptive but prescriptive. Guide your audience, step by step, offering tangible takeaways they can apply.
In a digital world overflowing with content, only those who master the art of delivering genuine value will stand out.
So, are you merely filling the online space, or are you truly enriching it?
Bottom line:
Take a moment and reflect. Go on, genuinely —
- Are you chasing numbers or nurturing relationships?
- Is your focus on fleeting attention or genuine connection?
- Do you measure success by quantity or quality?
Navigating the digital landscape can be overwhelming, but it’s crucial to remember that true influence isn’t found in the masses but in meaningful interactions.
Every piece of content, every article, and every tweet has the power to resonate, but only if it’s crafted with genuine intent and value.
As we draw this conversation to a close, here’s a challenge for you:
For the next month, shift your focus from gaining followers to genuinely engaging the ones you have.
See the difference it makes in your content, your interactions, and your digital journey.
Are you up for it?
-Zohvib
