The Myth of More: How Smaller, Loyal Audiences Make All the Difference

You just need to contribute with the right people, again and again, where it never gets old.

Success is not about constantly wanting more; it lies in creating a community that aligns with your values and serves their interests.

By focusing on the few, you build genuine connections, stronger loyalty, and a lasting impact that mass reach alone cannot provide.

The size of an audience is often seen as a sign of credibility and success in many fields. For instance, this could be telling you about how many people already subscribe, or the number of people who have bought a course. While social proof is important, it shouldn’t be your sole focus.

To potential subscribers, a large audience says, “Other people value this, so should you.” Focusing too much on audience quantity can dilute the genuine connections you make and hinder your ability to progress—both of which are essential for building a thriving community.

LinkedIn accounts recently saw a follower purge where people saw a drop in numbers of followers. Sources linked this to the deletion of fake accounts. For the people driven by numbers, they took a hit!

This misconception of the pursuit of more is evident in popular tactics such as LinkedIn pods, listen to this clip from our good friend John Espirian, who says ‘Public signs of engagement matter to some people. For instance, a person may get 200 comments but if only you know that 190 were robots. If you knew the reality you’d know that person wasn’t worth bothering with.”

Although we have many ways to boost popularity, these methods often lead to superficial engagement. In contrast, a smaller, well-curated audience is more likely to be genuinely invested in what you offer and more willing to participate.

When I started building You Are The Media (YATM), I had ambitions of appealing to a broad audience. One thing I learned was that casting a wide net without a clear focus often leads to a diluted message. In 2021 we put on free Zoom shows called YATM Learning, the uptake was encouraging with over 100 people per show. While the high attendance figures were gratifying, they didn’t lead to greater engagement, such as subscriptions to our weekly newsletter.

Over time, I’ve come to appreciate the importance of serving the “few”—those who resonate deeply with what we do and are willing to show up time and again. This means so much more than wanting to appeal to an anonymous audience. 

When you focus on a smaller audience, you understand what “the few” actually means. 

It’s not just about numbers but about alignment and shared purpose. With YATM, I learned that defining our community around self-sufficiency, creativity, confidence, and support wouldn’t resonate with everyone. That’s ok. Those who find meaning here stay not because of mass appeal but because of shared values and our collective approach to work.

I know that smaller, more intimate groups are not only more invested but are also more loyal.

When you focus on quality over quantity, your audience becomes connected what you can achieve together, not just a metric. These are the people who will take your work seriously, give feedback, and contribute their perspectives.

As an example, our YATM Lunch Club has progressed because of the value that people find in these interactive events. It’s a chance for people to engage directly, learn from each other, and discuss ideas in real-time. This setting fosters a sense of belonging, as opposed to a sprawling virtual audience that may never feel directly involved.

The closer you are to your audience, the more opportunities arise for both of you.

Here is what I mean when you focus on the few, not everyone.

Trust and Reciprocity

When you get to know your audience, every interaction matters. According to ‘Dunbar’s number’ the optimum number of people to be comfortable with is 150. This represents the meaningful contacts you can make. The idea is that people have a limited capacity for socialising, and therefore the relationships we form are limited to a certain extent. If you start to want to reach out to a much higher number, ego takes centre stage. At YATM, we have witnessed the power of reciprocity firsthand; people are eager to share their experiences and insights because they know we are actively listening.

Tighter Community Ties

When you focus on the community and the relationships made, it naturally foster closeness. What happens is you can spend more time getting to know people. For instance, YATM Creator Day has a focus on 300 people. That would sacrifice intimacy and turn the gathering into one where the goal is simply to pack in as many people as possible. When it becomes too many people, we stick closer the people we know and less opportunities to spark up new conversations. 

Ease of Engagement

When a group feels approachable and familiar, it becomes easier for new members to join in without feeling intimidated. Newcomers can step in, feel welcomed, and contribute without the pressure of navigating a large, unfamiliar space. For instance, when people join the membership space in YATM Club, the first step is to greet the group. It’s encouraging when others respond and return that warm welcome. Each voice adds to the sense of community.

Long-Term Support

When people feel engaged and valued, it results in higher levels of loyalty. A significant moment for me was when we moved our live shows to Zoom during the pandemic. Despite the physical distance, our community remained strong, gathering regularly to support one another. This sense of connection continues in both our online and offline experiences. Loyalty often arises from a shared sense of purpose and a collective identity.

A disconnected follower count means nothing to a community with a shared vision.

This is how to frame it your side and not be carried away by the large numbers that others present and shout about.

You Leverage Loyalty Over Numbers

GOAL – Make relationships count

The strength of a community lies in its loyalty, not its size. I’ve been part of other communities with hundreds of members, yet the interaction is minimal. No one wants to step into an empty playground. When you create for those who truly value your work, it generates a ripple effect that encourages them to step forwards.

Personalise Where You Can, Don’t Generalise

GOAL – encourage participation 

When you reach out to people individually, not just a mass email send, the interaction feels more personal and inviting. This makes them feel like they are part of something meaningful and encourages open conversation. I have found that direct messages (DMs) are more powerful than we initially realised, especially for soliciting feedback and maintaining ongoing discussions.

Know That Big Numbers Don’t Reveal The Whole Story

GOAL – remove inactive subscribers

Metrics such as follower counts and page views can conjure up an idea of success, but they don’t guarantee active engagement. Every six months, I clean up newsletter database of inactive subscribers. I know this means less people, but I’d rather have an audience who open a newsletter, than left dormant for months.

Remember that your work was never meant to appeal to everyone. Those people who see value in it will find you—and that’s where the real potential lies.

By focusing on a smaller, more engaged audience, you cultivate relationships that extend beyond numbers. 

These relationships help you create something lasting and valuable. In time, it’s the “few” who spread the word, naturally attracting other people who connect with your overall message.

Being for the few doesn’t mean limiting yourself—it means creating depth, more opportunities and standing the test of time.

When you invest effort into the relationships you value, you recognise that the goal was never about attracting everyone. Instead, your audience becomes your allies and collaborators, which leads to the creation of meaningful work as a team.

It was never about having more people; it’s about having the right people.