Why Small, Engaged Communities Win Every Time
The Hidden Gaps in the Big Audience Myth
We’ve been conditioned to believe that success in audience building is about more—more followers, more subscribers, and more engagement. But here’s the misstep to that thinking: a large audience doesn’t mean an effective audience.
Not all engagement is created equal.
Many creators and business owners chase numbers without asking: Are these the right people? Do they actually care?
Instead of focusing on size, let’s shift our thinking to what actually builds impact.
The Reality of a Large Network
For years, my community of friends and acquaintances was extensive. I had friends from my kid’s school, neighborhood friends, our travel and campground group, business acquaintances, and more.
On the surface, it seemed great. But in practice, it was scattered. Some people were close friends—ride or die. Others were acquaintances who filled the gaps in conversations. And then there were those I wouldn’t hear from for months, yet when we reconnected, it felt effortless.
What I realized? More people didn’t equal more connections.
And the same applies to audience growth. If your followers don’t resonate with what you offer, they’re just numbers.
The Power of Tiny Communities
A small, engaged audience outperforms a massive, disengaged one every time. Why? Because relationships drive action. Not vanity metrics.
Instead of chasing numbers, consider the people who truly resonate with you—those who appreciate your insights, share your values, and genuinely engage. These are the people who will champion your work, support your business, and stick around for the long haul.
Beyond the Generic Advice: What Really Matters
The generic advice is, “Engage with your audience.” But what kind of engagement actually moves the needle?
Create Context, Not Just Content – Stop posting just to post for consistency or presence. Your audience doesn’t need more noise—they need clarity. Speak directly to their real problems and aspirations.
Prioritize Conversations Over Broadcasts – It’s easy to push out content and hope people respond. Instead, start the conversation first. Ask open-ended questions, respond thoughtfully, and make it feel personal.
Identify Your Inner Circle – Within your audience, there are super-fans, casual consumers, and passive lurkers. Invest the most in those who consistently show up.
Cut the FOMO Thinking – You don’t need to be everywhere. You just need to be where your people are. A focused effort on one platform is better than a scattered effort on five.
How to Build & Sustain Your Tiny but Mighty Village
Be Deliberate with Engagement – Show up with purpose. Interact meaningfully instead of just reacting to notifications.
Make People Feel Seen – A simple reply or acknowledgment can turn a passive follower into an active supporter.
Curate Your Space– Whether it’s a newsletter, private group, or community, create an experience where people feel at home and not lost in the crowd.
Play the Long Game – Deep relationships take time. The slow build often creates the most loyal and lasting audience.
The Real Takeaway: Fewer, Better, Deeper
Instead of asking, “How do I get more followers?” start asking, “How do I create real connections?”
The strongest communities aren’t the biggest—they’re the ones where people feel they belong.
So, take the pressure off the numbers game. Focus on your core people. Serve them well, and growth will follow—naturally, sustainably, and meaningfully.
Good morning, Lee! I love your focus on small AND engaged communities, because the two go hand in hand. With a smaller group, you have more time to engage with them and develop those deeper connections that create more value. Less is more!