The game is changing. In the past, you – or similar creators if you’re just starting out – may have produced content to cater to an audience. Your process for content production was very audience-driven, guided by demand and search engine optimization.
That process was not flawed at the time, but now it is. Because now, amidst an influencer revolution where independent content creators are gaining more and more power, your content includes you. You are a part of your offering, and in fact the most important part.
So, how do you adapt to this new reality and build an audience that values you as much as your content? We break down three pivotal steps.
How to Build a Loyal Audience in Today’s Creator Economy
1) Stop Reacting, Start Leading
We’ve mentioned the shift away from audience-driven content and toward audience cultivation before, but what does it truly mean? At its root, it marks a shift away from reactivity and toward proactivity.
Earlier, you might’ve been monitoring what audiences wanted, and catering your content to that. Some of that reactivity still bears weight. Trends will always have importance, particularly on social media. But to be truly sustainable as a content creator, you have to have what your audience wants in perpetuity, as a constant. You can’t rely on those fleeting moments.
Thus, to accomplish this, you have to cultivate an audience around you, your brand, and your content – based on a passion of yours that aligns with the values of a target group. Find something you’re good at, find people looking for it, and bridge that gap.
Be proactive in solidifying your brand based on what you do, instead of molding it to volatile reactive demand.
2) Find Your Niche and Stick to It
Finding something you’re good at, and something you’re passionate about, comes before finding an audience. Why? Because what you’re good at is where you derive your value as a content creator.
If you see an audience in basketball, but aren’t passionate about basketball, that’s going to not only show in your work and turn off your audience, but it’s also going to be draining for you if your work doesn’t align. So start with determining your focus from your interests, passions, and skills, and go from there.
Now, the next step is finding an audience for whom your content will be valuable. There’s no sugarcoating it: It’ll take time for you to build that audience, and build your brand. But if you do it with a concrete value proposition, you can achieve sustained growth. Ask these questions:
- What do I do?
- Who derives value from what I do?
- How can I communicate to / with them?
By asking these questions, you’ve now established a value-oriented mindset, and you can use that to seek out audience growth in a way that builds loyalty.
3) Engage Authentically With Your Audience
Traditionally, audiences found value in being informed on topics of interest and discovering unique perspectives. But today, information alone isn’t enough. Audiences crave personal connections and interactions just as much.
For aspiring content creators, this can be daunting, especially if you haven’t yet built a strong community. But remember: there are already active communities out there with like-minded interests, and on social media, they’re more accessible than ever.
Immerse yourself in these communities where your target audience hangs out, whether it’s on Twitter, Reddit, or Facebook groups to name a few. Engage authentically—comment, share insights, and contribute to the conversation. By connecting on a human level and aligning with your brand, you’ll cultivate a loyal audience whose interest in your content lasts beyond trends and search rankings.
Playbook:
- Stop reacting, start leading
- Find your niche and stick to it
- Engage authentically with your audience
