Building an Audience When No One’s Watching
Pretend this is Riker (the real, and blurry, image from the episode is HERE)
There’s a scene in Star Trek: The Next Generation where First Officer Will Riker stands atop a ledge over a precipice. With the wind howling and the sky dark, he shouts loudly into the empty chasm, “Can anybody hear me?”
Content creation can often feel like shouting into the void (except without the Ferengi trying to kill you*).
Whether writing a blog, posting videos, or working on that perfectly hilarious/philosophical/topical/[insert your own here] social media post, the early stages of building an online presence can be incredibly lonely. You might spend hours brainstorming ideas, perfecting your content, and hitting “post,” only to hear crickets. It can feel like no one is paying attention, and you might even wonder why you’re doing it at all.
I recall trying to build a following on a now-defunct social media platform (there have been many over the last few years, take a guess). I found it incredibly hard to gain traction—perhaps one of the reasons the platform eventually disappeared. I recall receiving a rare comment on one of my posts that said something along the lines of, “Why are you posting when no one is reading?” The tone was undoubtedly snarky, perhaps meant to discourage me from continuing in that typical trollish way.
But here’s the thing: they missed the point entirely. My reply to this comment was a simple one, which the troll probably wouldn’t have understood anyway. I wasn’t posting for the people already there because, in one sense, the troll was correct; I didn’t have a following that could read it.
I was, in fact, posting for the people who would come.
This simple exchange made me ponder something fundamental about content creation and building an audience: you can’t wait for the crowd to show up before you start. You have to begin long before there’s any sign of an audience.
You create, and eventually, they find you.
(*If you’re a Trekkie, you’ll understand this reference)
No Audience, No Feedback, and Lots of Doubt
When you start creating online content, it’s natural to feel like you’re speaking into an empty room. There’s no immediate gratification—no likes, no comments, and no real sign that anyone cares about what you’re doing. This is the point where most people give up. They assume that because no one is paying attention now, no one will ever care. But this couldn’t be further from the truth.
The early stages of content creation are like planting seeds. You don’t plant a seed expecting a fully grown tree the very next day. It takes time. You water it, tend to it, and wait patiently for it to grow. Content creation is no different. You’re laying the groundwork for something that will take time to develop. Just because you don’t see results almost immediately doesn’t mean your effort is wasted.
Build for the Future, Not the Present
Here’s something many people overlook: when you’re starting out in this online content creation world, your focus shouldn’t be on the present audience (or lack thereof). You’re building for the future.
Every post, every video, every article is a brick in the foundation of something bigger. The people who will eventually follow you aren’t going to show up because of one post—they’re going to come because you’ve been consistently creating something valuable over time.
Imagine this scenario: someone stumbles across your social media profile, blog, or YouTube channel for the first time. What’s the first thing they do?
They scroll through your previous content.
They want to know what you’re about, what kind of work you’ve put in, and whether you’re worth following. They’re unlikely to stick around if they find an empty page or a single post that welcomes them in but shows them an empty room. However, if they see a treasure trove of valuable content, they’re much more likely to hit that follow button. Your audience wants to know that you’re in this for the long haul, and the only way to prove that is by consistently creating content that offers something worth sticking around for.
The Problem with Instant Gratification
We live in a time where instant gratification is the norm. We expect quick results, immediate feedback, and instant validation. If something doesn’t get attention immediately, we assume it’s not worth doing. But that’s not how real growth works. (Seriously, I know how this feels. When I release a video on YouTube, it takes all my willpower not to constantly refresh the YouTube studio app, check for views and subs, dreaming that this video will be the viral hit I’ve been hoping for!)
When you focus on instant gratification, you’re limiting yourself. You’re creating for the present, not the future. And if you’re only creating for the present, you’re unlikely to build anything sustainable. Think of it like a get-rich-quick scheme. You might make a few quid in the short term, but you’re not building long-term success. The same goes for online content creation. You might get a few likes or followers by chasing trends or pandering to the latest fad, but that’s not how you build a loyal, engaged audience.
Real growth takes time.
It requires patience, persistence, and a willingness to create without immediate rewards. The most successful content creators didn’t start out with massive followings. They built them over time by consistently creating valuable content. They didn’t give up because things were quiet in the beginning—they kept going, knowing that the right people, the right audience, would eventually find them.
The Importance of Consistency
Consistency is one of the most critical factors in building an audience. People want to know that you’re reliable. They want to know that you’ll be there, creating content, even when times are tough. Consistency builds trust, and trust is the foundation of any successful relationship—whether it’s with friends, family, or an online audience.
When you post regularly, you’re showing your audience that you’re committed. You’re telling them you’re in this for the long haul and that they can count on you to deliver. This consistency is what separates the hobbyists from the professionals. It’s easy to create when you’re feeling inspired or getting lots of feedback. It’s much harder to keep going when no one is paying attention.
But that’s when you start to build something real.
Creating for the Right Reasons
One of the biggest mistakes content creators make is creating for the wrong reasons. They’re focused on likes, followers, and instant validation. But creating content solely for external rewards is a recipe for burnout. If your motivation is tied to external factors, you’re setting yourself up for disappointment.
Instead, create because you have something to say. Create because you have a message, a story, or a piece of knowledge that you believe is worth sharing. When you create for the right reasons, the external rewards—likes, followers, and possibly income—will eventually come. But more importantly, you’ll be building something meaningful. You’ll be creating content that resonates with people, makes a difference, and stands the test of time.
Have a Little ... Patience
One of the toughest parts of building an audience is the patience required. It’s easy to get discouraged when you’re not seeing immediate results. But the truth is that success takes time. The creators you admire, the ones with massive followings and successful businesses, didn’t get there overnight. They put in the work, day after day, even when it felt like their content wasn’t being noticed.
If you can embrace patience and persistence, you’ll be miles ahead of the competition. While others give up because they’re not seeing instant results, you’ll be laying the foundation for something truly extraordinary. Remember, the people who will eventually follow you aren’t going to come because of one post. They will come because they see the body of work you’ve created and curated over time.
Focus on Growth, Not Numbers
Getting caught up in the numbers—likes, followers, views is easy. But numbers are only a tiny part of the equation. What really matters is the quality of your audience. Are they engaged? Do they care about what you’re creating? Are you building a community of people who value your work?
Instead of focusing on the numbers, focus on growth. Are you getting better at what you do? Are you improving your craft? Are you consistently creating content that resonates with your audience? If you focus on growth, the numbers will eventually follow.
Create Before They Come (“Build it and they will come?”)
The most important thing you can do as a content creator is to keep creating, even when it feels like no one is engaging. The audience will come, but they won’t keep showing up if there’s nothing to see. You have to start before they arrive. You have to believe in the value of what you’re creating, even when the external validation isn’t there yet.
Building an audience is a slow process, but it’s one that pays off in the long run. If you’re patient, consistent, and focused on creating for the right reasons, the right people will eventually find you. So, please don’t get discouraged when the numbers aren’t where you want them to be.
Keep creating great content. Build the foundations and then develop your craft, placing one metaphorical brick on top of the other.
They’ll come.
I promise.
Please support my work and enable me to keep writing content like this by tapping here: BuyMeACoffee
