🗣️ 1000 true fans is all you need
Issue #348
Creators should build their own communities, and move beyond relying on big social platforms where you don't really own your audience. Stronger connections, content tailored exactly to what your audience wants, and maybe even better brand partnerships. The old saying is that you only need a thousand true fans. That’s IP and that’s ownership. Happy Thursday, Simon.
Subscribe here.
Build your own community
For all brands and creators, the success of the content they put is largely in the hands of social platforms they have no control over. You don’t own your audience and engagement can be hampered by unknown forces. Brand-owned communities offer an alternative. For creators this means stronger partnerships with brands and a focus on content that fosters participation and asks what the audience is really after. This content is focussed solely on the audience (it could be a private membership, exclusive forums, or direct newsletter) so the content isn’t about chasing algorithms. It’s a long term relationship not a search for likes.
Short and sweet
You can’t rely solely on brand owned communities, there is still room for creators and the myriad of social options. A new report has found that YouTube Shorts are a significant and largely unused channel. In the US the average daily logged-in viewers of Shorts has grown over 25% YoY. There’s been rapid growth and high engagement of Shorts among viewers, particularly Gen Z, and the report has found consumers trust creator recommendations on YouTube more than on other platforms. This could explain why YouTube has released a new tool for Shorts editing.
Does social discovery equal sales?
Brands and creators may spend a lot of time getting their products noticed on social media, but does this lead directly to sales. A new survey has found that while 73% of consumers discover products on social, only 10% actually make a purchase there. The most common purchase route is via a marketplace like Amazon, followed by the retailer's website. For consumers social is a discovery channel, which means a brand owned community can be a more valuable tool after the initial discovery. It just needs the right content.
Cool Tools
Focus is cool. Focus is how great work gets done. Yet distractions are built into just about everything these days - as a damn business model. Which we should be angry about. That’s why we think the Light Phone III is a cool tool.
Hot Tips
In this fascinating report, brands that focus on building communities are dubbed The People’s Play-Doh. It seems brands are assuming new identities to entertain new audiences and gain a competitive edge. Meet The Purpose Punk and The Whiplasher for instance. This reads like a new nomenclature for content marketing 3.0 - but that would probably not be how these guys would describe it.
Viral Hits
That gap above your car seats just became the internet's favourite frame. People are catching these neat top-down shots through their sunroofs - quick outfit reveals, shadow play, or just vibing with the sky rolling by. Simple setup, but everyone's making it their own.
Stuff from us
We’re thrilled to finally share our 2025 showreel, a curated mix of the creative work that’s kept us inspired all year, all coming together in a quick snapshot of what drives us. Have a look and catch a glimpse of where our ideas have taken us.
Well said.