September 9: Audience Discovery Versus Durability

Is your social platform providing you with a “borrowed” audience or an “owned” following?

Source: Eric Stromberg
Published: August 2020

Audience Discovery Versus Durability

Content creators enjoy an ever-expanding list of platforms designed to establish and maintain a following. Some outlets, however, provide a “borrowed” audience, while others allow for a more valuable and exclusive “owned” following.

Better for discovery
Channels such as YouTube, Instagram, Twitter, and TikTok, provide a platform for content discovery. Producers effectively “borrow” followers from a universal audience. As a content creator, there’s no way to guarantee that your content will reach all of your followers — that’s up to an algorithm to decide.

Better for durability
Alternatively, formats like Mailchimp, Substack, and traditional print allow content creators to reach and maintain a durable and “owned” following. As a content creator, you don’t have to rely on an algorithm to reach your audience.

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