The concept is simple, but it allows you to...
1) Think strategically about building your own audience
2) Analyze the relative strength of other companies' audiences
3) Understand the similarities & differences of different audience channels
Audience Building 101
Every company in the world is an audience company.
Whether it's a Media, VC, or DTC business, if you're not building audience Day 1, you're not prioritizing the right things.
Here's my framework for thinking about & building a killer audience 👇
The concept is simple, but it allows you to...
1) Think strategically about building your own audience
2) Analyze the relative strength of other companies' audiences
3) Understand the similarities & differences of different audience channels
1) Rented Audience
2) Owned Audience
3) Monetized Audience
𝗪𝗵𝗮𝘁: This is your top of funnel. It allows you to build mass awareness & is key for developing a relationship with your audience.
𝗣𝗿𝗼𝘀: High shareability, high discoverability
𝗖𝗼𝗻𝘀: You don't own your audience
- Social networks (IG, FB, Twitter, TikTok)
- Video platforms (Twitch, YouTube)
- Search engines (Web content)
Examples of Businesses with Big Rented Audiences
- @BuzzFeed (Instagram)
- @GoPro (YouTube)
- @charlidamelio (TikTok)
𝗪𝗵𝗮𝘁: This is your opt-in audience. It allows you to build a deeper, more intimate relationship.
𝗣𝗿𝗼𝘀: You own the relationship with your audience.
𝗖𝗼𝗻𝘀: Low shareability, Low discoverability
- Free newsletters
- Free podcasts
- Virtual events
Examples of Businesses with Big Owned Audiences
- @MorningBrew (Newsletter)
- @tferriss (Podcast)
- @salesforce (Event)
𝗪𝗵𝗮𝘁: This is your highest intent audience. This allows you to extract value from your audience directly.
𝗣𝗿𝗼𝘀: Extends LTV of best customers
𝗖𝗼𝗻𝘀: Difficult to pull off, must be done with existing owned or rented audience
- Paid newsletter
- Paid web subscription
- Membership
- Commerce
Examples of Businesses with Big Monetized Audiences
- @something_navy (Apparel)
- @nytimes (Subscription)
- @MrBeastYT (Burgers)
Now, here's how to think about it with your own audience:
1) Rented Audiences aren't inherently bad.
You must leverage them responsibly. Use the power of platforms (size, shareability, discovery) to kick-off a relationship with your audience.
Remember, you don't own the relationship. A platform, network, search engine does. You must become great at building large, rented audience & moving that audience down the funnel.
Just look at @MorningBrew. We built an owned audience from scratch.
2.6 million email addresses later, we have the privilege of building up audience elsewhere.
More from Alex Lieberman ☕️
Introducing "The Balloon Effect"
Many businesses & creators have experienced a similar pattern of success.
From @MrBeastYT and @MorningBrew to @oatly and @Rovio.
Let's break down what "The Balloon Effect" is and examples of it in real life.
Keep reading 👇
1/ What is "The Balloon Effect"?
It is a particular pattern of growth.
It is not Instagram's growth trajectory.
It is not https://t.co/5axsTUKek6's growth trajectory.
"The Balloon Effect" is defined by several years of hard work & grit complemented by slow, linear growth.
2/ And then one day, one month, or one quarter...everything changes.
A business hits a tipping point and its trajectory shifts entirely.
Gradual growth turns to exponential growth & your brand and your size explode.
Like a step function.
3/ Now, you're probably wondering.
Why is it called "The Balloon Effect"?
Because filling/popping a water balloon follows the exact pattern I just described (and so many businesses experience).
Long unsexy slog 👉 Exponential tipping point.
4/ Initially, you turn on the faucet & water takes up space in the empty balloon.
Through effort you open the faucet, yet the results are unexciting.
But it's what must be done for water (or growth) to happen at all.
It's not sexy, but it's necessary.
Many businesses & creators have experienced a similar pattern of success.
From @MrBeastYT and @MorningBrew to @oatly and @Rovio.
Let's break down what "The Balloon Effect" is and examples of it in real life.
Keep reading 👇
1/ What is "The Balloon Effect"?
It is a particular pattern of growth.
It is not Instagram's growth trajectory.
It is not https://t.co/5axsTUKek6's growth trajectory.
"The Balloon Effect" is defined by several years of hard work & grit complemented by slow, linear growth.
2/ And then one day, one month, or one quarter...everything changes.
A business hits a tipping point and its trajectory shifts entirely.
Gradual growth turns to exponential growth & your brand and your size explode.
Like a step function.
3/ Now, you're probably wondering.
Why is it called "The Balloon Effect"?
Because filling/popping a water balloon follows the exact pattern I just described (and so many businesses experience).
Long unsexy slog 👉 Exponential tipping point.
4/ Initially, you turn on the faucet & water takes up space in the empty balloon.
Through effort you open the faucet, yet the results are unexciting.
But it's what must be done for water (or growth) to happen at all.
It's not sexy, but it's necessary.
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1/ Some initial thoughts on personal moats:
Like company moats, your personal moat should be a competitive advantage that is not only durable—it should also compound over time.
Characteristics of a personal moat below:
2/ Like a company moat, you want to build career capital while you sleep.
As Andrew Chen noted:
3/ You don’t want to build a competitive advantage that is fleeting or that will get commoditized
Things that might get commoditized over time (some longer than
4/ Before the arrival of recorded music, what used to be scarce was the actual music itself — required an in-person artist.
After recorded music, the music itself became abundant and what became scarce was curation, distribution, and self space.
5/ Similarly, in careers, what used to be (more) scarce were things like ideas, money, and exclusive relationships.
In the internet economy, what has become scarce are things like specific knowledge, rare & valuable skills, and great reputations.
Like company moats, your personal moat should be a competitive advantage that is not only durable—it should also compound over time.
Characteristics of a personal moat below:
I'm increasingly interested in the idea of "personal moats" in the context of careers.
— Erik Torenberg (@eriktorenberg) November 22, 2018
Moats should be:
- Hard to learn and hard to do (but perhaps easier for you)
- Skills that are rare and valuable
- Legible
- Compounding over time
- Unique to your own talents & interests https://t.co/bB3k1YcH5b
2/ Like a company moat, you want to build career capital while you sleep.
As Andrew Chen noted:
People talk about \u201cpassive income\u201d a lot but not about \u201cpassive social capital\u201d or \u201cpassive networking\u201d or \u201cpassive knowledge gaining\u201d but that\u2019s what you can architect if you have a thing and it grows over time without intensive constant effort to sustain it
— Andrew Chen (@andrewchen) November 22, 2018
3/ You don’t want to build a competitive advantage that is fleeting or that will get commoditized
Things that might get commoditized over time (some longer than
Things that look like moats but likely aren\u2019t or may fade:
— Erik Torenberg (@eriktorenberg) November 22, 2018
- Proprietary networks
- Being something other than one of the best at any tournament style-game
- Many "awards"
- Twitter followers or general reach without "respect"
- Anything that depends on information asymmetry https://t.co/abjxesVIh9
4/ Before the arrival of recorded music, what used to be scarce was the actual music itself — required an in-person artist.
After recorded music, the music itself became abundant and what became scarce was curation, distribution, and self space.
5/ Similarly, in careers, what used to be (more) scarce were things like ideas, money, and exclusive relationships.
In the internet economy, what has become scarce are things like specific knowledge, rare & valuable skills, and great reputations.
Department List of UCAS-China PROFESSORs for ANSO, CSC and UCAS (fully or partial) Scholarship Acceptance
1) UCAS School of physical sciences Professor
https://t.co/9X8OheIvRw
2) UCAS School of mathematical sciences Professor
3) UCAS School of nuclear sciences and technology
https://t.co/nQH8JnewcJ
4) UCAS School of astronomy and space sciences
https://t.co/7Ikc6CuKHZ
5) UCAS School of engineering
6) Geotechnical Engineering Teaching and Research Office
https://t.co/jBCJW7UKlQ
7) Multi-scale Mechanics Teaching and Research Section
https://t.co/eqfQnX1LEQ
😎 Microgravity Science Teaching and Research
9) High temperature gas dynamics teaching and research section
https://t.co/tVIdKgTPl3
10) Department of Biomechanics and Medical Engineering
https://t.co/ubW4xhZY2R
11) Ocean Engineering Teaching and Research
12) Department of Dynamics and Advanced Manufacturing
https://t.co/42BKXEugGv
13) Refrigeration and Cryogenic Engineering Teaching and Research Office
https://t.co/pZdUXFTvw3
14) Power Machinery and Engineering Teaching and Research
1) UCAS School of physical sciences Professor
https://t.co/9X8OheIvRw
2) UCAS School of mathematical sciences Professor
3) UCAS School of nuclear sciences and technology
https://t.co/nQH8JnewcJ
4) UCAS School of astronomy and space sciences
https://t.co/7Ikc6CuKHZ
5) UCAS School of engineering
6) Geotechnical Engineering Teaching and Research Office
https://t.co/jBCJW7UKlQ
7) Multi-scale Mechanics Teaching and Research Section
https://t.co/eqfQnX1LEQ
😎 Microgravity Science Teaching and Research
9) High temperature gas dynamics teaching and research section
https://t.co/tVIdKgTPl3
10) Department of Biomechanics and Medical Engineering
https://t.co/ubW4xhZY2R
11) Ocean Engineering Teaching and Research
12) Department of Dynamics and Advanced Manufacturing
https://t.co/42BKXEugGv
13) Refrigeration and Cryogenic Engineering Teaching and Research Office
https://t.co/pZdUXFTvw3
14) Power Machinery and Engineering Teaching and Research
And here they are...
THE WINNERS OF THE 24 HOUR STARTUP CHALLENGE
Remember, this money is just fun. If you launched a product (or even attempted a launch) - you did something worth MUCH more than $1,000.
#24hrstartup
The winners 👇
#10
Lattes For Change - Skip a latte and save a life.
https://t.co/M75RAirZzs
@frantzfries built a platform where you can see how skipping your morning latte could do for the world.
A great product for a great cause.
Congrats Chris on winning $250!
#9
Instaland - Create amazing landing pages for your followers.
https://t.co/5KkveJTAsy
A team project! @bpmct and @BaileyPumfleet built a tool for social media influencers to create simple "swipe up" landing pages for followers.
Really impressive for 24 hours. Congrats!
#8
SayHenlo - Chat without distractions
https://t.co/og0B7gmkW6
Built by @DaltonEdwards, it's a platform for combatting conversation overload. This product was also coded exclusively from an iPad 😲
Dalton is a beast. I'm so excited he placed in the top 10.
#7
CoderStory - Learn to code from developers across the globe!
https://t.co/86Ay6nF4AY
Built by @jesswallaceuk, the project is focused on highlighting the experience of developers and people learning to code.
I wish this existed when I learned to code! Congrats on $250!!
THE WINNERS OF THE 24 HOUR STARTUP CHALLENGE
Remember, this money is just fun. If you launched a product (or even attempted a launch) - you did something worth MUCH more than $1,000.
#24hrstartup
The winners 👇
#10
Lattes For Change - Skip a latte and save a life.
https://t.co/M75RAirZzs
@frantzfries built a platform where you can see how skipping your morning latte could do for the world.
A great product for a great cause.
Congrats Chris on winning $250!
#9
Instaland - Create amazing landing pages for your followers.
https://t.co/5KkveJTAsy
A team project! @bpmct and @BaileyPumfleet built a tool for social media influencers to create simple "swipe up" landing pages for followers.
Really impressive for 24 hours. Congrats!
#8
SayHenlo - Chat without distractions
https://t.co/og0B7gmkW6
Built by @DaltonEdwards, it's a platform for combatting conversation overload. This product was also coded exclusively from an iPad 😲
Dalton is a beast. I'm so excited he placed in the top 10.
#7
CoderStory - Learn to code from developers across the globe!
https://t.co/86Ay6nF4AY
Built by @jesswallaceuk, the project is focused on highlighting the experience of developers and people learning to code.
I wish this existed when I learned to code! Congrats on $250!!