If you’re my friend and a creative the reality is that I probably don’t listen to your music, haven’t read your book, am not regularly reading your blog and probably haven’t subscribed to your podcast. It’s not because I don’t like you. It’s not because I don’t respect you. It’s not because I don’t believe in your talent and it’s not because I don’t want to help you succeed. In fact, you’re probably exceptional at what you do and applying your skills to create something amazing.
As a content creator, this is something that will frustrate you, leave you feeling concerned that you’re not good enough or that I don’t respect you. You’ll probably feel a bit betrayed and you’ll feel a bit hurt. I know these are all still emotions I feel regularly as a fellow content creator. But, the reality is, it doesn’t make me a bad friend and it most definitely doesn’t mean your content isn’t good enough. As a content creator, this was a hard lesson that has taken me a long time to come to grips with, and even longer to internalize.
It doesn’t matter what type of content you create – perhaps you’re a journalist, a photographer, a musician or book author. One of the most difficult things to come to terms with, and something that leads many creatives to abandon their projects while feeling a deep sense of hurt, is the reality that the audience you expect to be the most passionate and automatic – that of friends, family and colleagues will, more often than not, disappoint you.
This blog includes a lot of advice. It includes a lot guidance, materials and assets which have taken me hours and a considerable financial investment to assemble. I’ve been running VirtualWayfarer since 2007 and post on a daily basis about the topics covered here – travel, photography, study abroad, videography etc. – and yet, not a month goes by that someone I know, usually fairly well, reaches out with a message to the effect of, “Hey Alex, you travel a lot right? Do you have any advice about X-Y-Z?”. For most of my blogging career this left me exasperated. After all, I’d spent years spoon feeding that very information to them, doing everything in my power to make them aware of it, and expecting that they’d be interested, curious and support me. All of which was, by and large, utterly ineffective outside of triggering a vague association.
It hurt. It pissed me off. It was disheartening. To make it worse, it also made an already difficult process a hell of a lot more difficult.
Why? Because getting content out there, discovered, and adopted by other people is hard. Like, really, really, freaking hard. The easiest way to leapfrog some of that is through the amplification of your social network. I have roughly 2,370 Facebook friends and an additional 400+ people following me. The vast majority of these people are people I’ve met in real life, know personally, or are travel bloggers themselves. Out of those nearly 3,000 folks how many follow VirtualWayfarer on Facebook? 379. On YouTube? No way to tell, but probably fewer than 50. If even 500 of those nearly 3,000 folks engaged with and shared one piece of my content a week, it would have a radical impact on the exposure and visibility of this blog. Especially because they’re very diverse people, spread around the globe, with very multi-faceted social networks.
But, there in lies the catch 22. They’re very diverse people, with very diverse interests, with very diverse priorities, tastes, and commitments. They’re already busy in the midst of what they’re doing and they have pre-existing preferences which, at any given point, will only overlap with what I’m creating and doing periodically and in a specific way.