The Perils of Audience Capture

Audience capture is an irresistible force in the world of influencing, because it's not just a conscious process but also an unconscious one. While it may ostensibly appear to be a simple case of influencers making a business decision to create more of the content they believe audiences want, and then being incentivized by engagement numbers to rem... See more

more and more every day that once people decide you have clout or social capital, they want to synchronize with you. They begin to want to converge with you. And that sounds fine, right? Like, people want your opinions. They trust your taste. But the problem becomes then that once you are someone that other people set their watches by, you cease to... See more

Once you go viral, the temptation is to decipher the formula for how to do it again. Unfortunately, what’s interesting is not always popular. Furthermore, trying to manufacture virality is a surefire way to create saccharine writing and, eventually, cull your own creative vision. Too often, I think we sacrifice slow, chewy art for attention. 

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