It was back in 2013 when I first delivered a keynote in Australia where I started sharing the concept of "the power of your invisible/observer audience".
Fast forward nearly a decade later and although this is a concept that is still as relevant today, if not even more, as it was back in 2013, I am surprised that not many people talk about it publicly for business.
To understand this concept and make it relevant to you, you must first ask yourself, "what do I want to achieve?"
A short but powerful question that applies both to life and business. Let's focus on business and the content we share via digital media. If your main goal is to get as many likes or shares as possible, stop reading. This will not be relevant to you today.
If your goals include engaging in opportunities with more decision-makers or brands, then keep reading. This post today is meant to encourage and inspire you to keep sharing your content.
Did you know that a lot of the work/collaborations I do comes from working with people who have never liked, shared, or commented on any of my content?
Anyone that has known me pre-social media and digital cellphones, seen me on stage sharing motivational keynotes, or read my first book "Creating a Kick Ass Attitude" knows I have been speaking about "doing things for you and not for others" for over two decades!
As we have all evolved, some of the basics though have not changed. Content creation existed way before social and digital media did. What has changed however, is how we consume it and how we react to it, thanks to the evolution of technology.
Each time I receive a query or opportunity from someone I don't know, I always ask first how they have heard of me. To this day, I still smile when many of them start their sentence by saying "we have been following you for a while" because it validates what I am sharing today.
The reason I smile is that I always think, "you must be an observer since you have never liked, shared, or commented on any of my content!" and trust me, I keep a close eye on my audience always!
When you are just starting out on social/digital, are changing industries, or are starting a new project, it can be daunting because as we all know, "competition" is everywhere! If you think you are the only one doing what you do, then you are not living in reality. Let's be honest, most of us are neither Elon Musk, Jeff Bezos, Bill Gates, or Oprah!
Whatever industry you are in, you are very likely to have someone else doing exactly the same thing you are doing, but what separates us as always from everyone else, is us, the individual, as there aren't two people alike on planet earth. Each of us is unique, with a unique voice, mannerisms, and different ways to deliver the same thing as someone else.
You can put 10 people side by side sharing the same content, and each of them will attract a different set of audiences because it is all about being relatable to the person consuming your content. With over 8 billion people on planet earth, I think there is enough audience for everyone!
As an example, when I attend events as a global thought leader/influencer, there is a variety of us attending from different countries and different styles because we all attract different audiences even though we are, at that moment, all doing the same, sharing valuable content from an event where information has been shared. But we all do it in our unique way.
As mentioned earlier, I wrote this post to encourage you to share your content no matter how many likes/shares, or views you get.
I laugh often at the bullies/haters I have had over the years who have told me "I am nobody because not enough people watch my videos, read my posts, or no one will work with me because English is not my first language or I should not be in front of a camera because I am not the right body size"
Yup, you read it right, some people have nothing better to do than attempt to stop you from doing what you do best because they see you as a threat. What makes me sad about this is that I am not the only one to get these types of comments, and many incredible people with great content to share, stop sharing for fear that people won't like it or because of the haters they might get.
By the way, let me share a link to a piece I wrote a while back called "How to deal with online haters/trolls" which you may also enjoy.
As an advisor, I do a lot of work behind the scenes, and the people I collaborate with, do not have time to like, share or comment on my content, but just like reading an old fashion newspaper, they will consume it, they will enjoy it and they will send a private message to get in touch when relevant.
The key is to be authentic, have a clear understanding of who you are, and share because you want to share something you find of value, not because someone else might like it or not. As I often say:
"Use social/digital to make an impact, not impress people"
I have gotten to work with incredible people over the years whom to this day, still do not "like/share/comment" on any of my content! and the truth is, that is not what I focus on. I have a lot of respect for my invisible/observer audience, they bring a lot of value regardless of a like or not.
The best way I can explain it is like this. Imagine a keynote speech. You have one creator, and few commenters, the rest are observers.
I remember back in my Australia tour when I asked the audience if they had any questions at the end of the keynote. Only a few would publicly ask, but afterward, when I was at the back of the room, many more people would come up and ask questions, we call those the observers! And it was some of the ones at the back of the room, I would end up working with.
I am sure now you can think of many of those "rooms" you have been in where the same thing has happened. We are near 2023 and I still get the same experience whether is online or at in-person events.
What I have learned over the years is that a majority of business decision-makers, the ones that in my case I work and collaborate with the most, will always be part of my invisible/observer audience.
I am not new to what I do, I have a track record and it is easy to find online or on my website enough information for validation. We do live in a day and age, where it is important to have current information and a story that tells the evolution of who you are.
I have evolved a lot over the last two decades and not everything is on digital media. (thank the lord for that! haha) But there is enough for anyone to understand what I am about, my journey and how I ended up doing what I do now.
I encourage you all, to continue sharing what you do, tell your story in your own way and never give up! Nearly everyone you see as a success today started at 0!
Rome was not built in a day and neither does any business! We must also remember success is not instant, it takes hard work, dedication, and a kick-ass attitude to keep going, even when you feel like quitting.
Be consistent, be authentic, be you, and as the saying goes... "Build it and they will come"
Wishing you all a great day