Why You Need to Build an Audience Online

Hey,

Welcome to the sixth edition of The Athenaeum! I’m thrilled to have you here as part of this community. Every Wednesday, I’ll be sharing thoughts and insights on three topics that I find endlessly fascinating: beauty, philosophy, and business.

This week, we dive into building an online audience…


When you think about building an audience online, what comes to mind?

Social media influencers posting selfies?
YouTubers making daily vlogs?

Maybe it seems frivolous or superficial. But building an audience online is one of the most valuable things you can do in today's world. Here’s why:

Control Over Your Destiny

First, having an audience gives you control over your destiny. In the past, you had to rely on gatekeepers to get your message out. Whether it was a publisher for your book, a record label for your music, or a newspaper editor for your article, you needed someone else’s approval. Now, you can reach people directly. No gatekeepers, no middlemen. Just you and your audience.

When you have an audience, you have power. You have the power to spread ideas, launch projects, and make things happen. If you want to start a business, you don’t have to spend a fortune on advertising. You can reach out to your audience. If you want to raise funds for a cause, you can turn to your audience. If you want to sell a product, your audience is already there, ready and waiting.

Authenticity and Trust

An audience isn't just about numbers; it's about trust and authenticity. When people choose to follow you, it's because they like what you have to say or do. They've decided that you're worth their time. This trust is invaluable.

Think about it. If you have a mailing list of 10,000 people who have signed up to hear from you, these are 10,000 people who are genuinely interested in what you have to say. They’re not random strangers; they’re people who have given you permission to communicate with them. This level of trust and engagement is something that money can’t buy.

Opportunities Find You

When you have an audience, opportunities come to you. Instead of knocking on doors, doors start to open for you. People want to collaborate with you, sponsor you, and feature you. Your audience is proof of your credibility and influence. It's social proof that you’re someone worth paying attention to.

With an audience, you're no longer competing for attention in the same way. You've already won a part of it. Whether it’s speaking engagements, book deals, or partnerships, opportunities start to find you. This isn't magic; it's the result of the hard work you’ve put into building and maintaining your audience.

Learning and Feedback

Having an audience is also a great way to learn and get feedback. When you put your ideas out there, you get responses. Sometimes these are positive, sometimes they’re critical, but they’re always valuable. Feedback from your audience helps you improve and grow.

It’s like having a massive, always-on focus group. You get to see what resonates, what falls flat, and what sparks conversation. This constant flow of feedback is a powerful tool for anyone looking to improve their craft, be it writing, coding, designing, or anything else.

Resilience in Uncertain Times

In uncertain times, having an audience can be a lifeline. When the world changes rapidly, and traditional paths to success become unreliable, having a direct connection to an audience provides stability. It’s a safety net that can help you pivot and adapt.

For instance, many businesses struggled during the pandemic, but those with a loyal online audience were able to survive and even thrive. They could quickly adapt to new realities, shifting their focus and offerings to meet the needs of their audience.

Starting Small and Growing

You don’t need to have millions of followers to benefit from having an audience. You can start small. In fact, it’s better to start small and grow organically. Focus on providing value to a small group of people. As you consistently deliver value, your audience will grow.

Paul Graham often talks about doing things that don’t scale. In the beginning, building an audience is one of those things. Respond to every comment, engage in conversations, and build genuine relationships. This groundwork is crucial. Over time, as your audience grows, you can scale your efforts, but the foundation of trust and authenticity will always be there.

Conclusion

Building an audience online is more than just a trend; it's a strategic move that can open up countless opportunities and provide a strong foundation for whatever you want to achieve. It gives you control, builds trust, attracts opportunities, provides valuable feedback, and offers resilience in uncertain times.

Start building your audience today. Share your ideas, engage with people, and provide value. The sooner you start, the sooner you’ll see the benefits. It’s not easy, and it takes time, but it’s one of the best investments you can make.


Last week I asked you:

In what ways do aesthetics impact our daily experiences and quality of life?

A big question — and your answers were phenomenal:

Question of the Week:

Can something be considered beautiful if it evokes feelings of sadness or melancholy, rather than happiness and pleasure?

I'd love to hear your thoughts! Email me your answers, and I'll share them in next week's newsletter. Looking forward to your insights!



That's a wrap. Thanks for reading. See you guys next Wednesday.

Peace out,

Flo

P.S. If you enjoyed this, share it with a friend or two. Let's grow this community together. Until next time!