The Content Creator’s Dilemma:

Are your followers loyal to your content or simply to the habit of consuming something during their designated “entertainment time”? When the algorithm offers them something else, will they stay or will they go?

Does your audience care about the platforms that matter most to you?
At Inside Edition, we learned Gen-Z YouTube fans didn’t know about the show’s 35-year legacy on TV and they were never going to tune in. They loved watching clips from the show and our digital originals. For them, it was about the videos on the YouTube channel and not about the nightly broadcast.

Do you know why your audience is watching?
When a popular daytime talk show host started posting celebrity-interview podcast episodes instead of compelling show clips to their YouTube channel, viewership plummeted. Fans showed up for a particular kind of show content and they weren’t interested in anything else, even from the show’s star.

Are you giving as much as you’re getting?
Entertainment Tonight viewers weren’t just passive consumers. The brand gave them social insider status and equipped them with timely and exclusive celebrity insights. ET fans had the “tea” before anyone else and enjoyed the cred that came along with it.

Are you listening to your audience?
When we revived Beverly Hills 90210’s neglected social communities, we saw firsthand that actively listening, engaging, and being present during critical moments (like mourning Shannen Doherty’s passing) deeply strengthened our bond with the audience.

If your audience is your most valuable asset, how are you building genuine relationships? Are you fulfilling their needs? Do you offer them real value and unique context, not just unique content?

The media companies thriving today understand that your fans won’t remember everything you showed them, but they’ll remember how you made them feel. It’s time to rethink your audience strategy. Let’s talk!