Audience Building
Building an audience you own rather than one you rent from a platform every quarter.
An audience you rent from a platform is repriced every quarter and can be taken away without notice. An audience you own is slower to build and worth considerably more.
Notes on building the second kind, and on what a follower count is actually worth.
The influencer worth paying is not the one with the most followers
A metro macro-influencer with a million followers and a district creator with eight thousand are no longer the same trade. The data now says the smaller one wins.
7 min read
Every audience you use is rented, except two
You do not own your followers. You do not own the people your ads reach. Change one algorithm, one policy, one price, and the audience you spent years assembling is behind a paywall.
6 min read
The audience you build before you need it
The cheapest campaign you will ever run is the one aimed at people who already know who you are. That audience takes months to build and about a week to wish you had.
6 min read