Hi Becky, the day I stopped trying to write to build an audience is ironically when my Substack started growing. It is true that people who play single topic algorithms games might get ahead faster, and I do feel that pressure myself sometimes, but the more I try to play that game, the more disingenuous I feel. I've decided to just write whatever I feel like, whenever I like, and be as real as I'm comfortable with online. As impersonal knowledge content that algorithms typically love and can understand becomes more commonplace (and AI-able), I think we'll see a shift more towards the kind of writing you're talking about - just being yourself, sharing your real life with friends, and if that attracts a smaller group of people, so be it.
Ohhh great point. The friends I've made on Substack is the ones that don't really stick to a niche but instead are sharing their very unnichable stories!
@Dave Anna Howard has an incredible video about this on youtube. Even though creators are encouraged to "niche down," ultimately the people who are too specific/algorithm-pleasing are ones that will be replicated/replaced by AI. Unpredictability + vulnerability stays winning !! https://www.youtube.com/watch?v=Em66j9Xlsqg
Thanks Nat, that was interesting, I do think in the next 10-20 years, when most "book knowledge" information will become accessible via AI, all the "experts" who are creating content about their niche topics e.g. branding or electrical engineering will find themselves competing against AI. That AI will likely be even better at said topics because they are aggregating the collective knowledge of thousands, maybe millions of "experts" on those topics and delivering it to everyday people in well written, digestible form.
So it's going to be your take on a niche vs millions of people aggregated by AI's take on a niche. Everyday people will be more likely to trust the AI version than some random individual claiming to also have that narrow expertise.
The only way I see creators escaping this is to:
a) Add their human personal life experience on top of, or interweaved in their niche content, or
b) Do like Anna is suggesting and just be an un-nicheable, fully rounded human, and talk about whatever the heck you want.
Both of the above are something AI will struggle to replicate, at least for now.
I don’t know that people lose this when they scale. It’s more that the financial opportunities overwhelm the underlying curiosity (or for some the $$ was the point). I do think you see people across all domains - music, art, writing - that are still true to what they care about. But usually it does involve leaving some money on the table.
Totally with you on this one. Small is deep. I'm shocked to discover that you can make a living by serving just a few dozen people in an online community. It's the best job in the world.
"I keep telling myself this - I am writing on Substack just for me. I’m writing to synthesise my own thoughts, feelings, accomplishments, and missteps." <3
"And while bigger follower counts can signal reach, smaller and deeper followers signify resonance." -> I LOVE THIS PART SM
I wrote a piece two years ago about how I refused to stay within a niche. I know that it has probably cost me subscribers over the years, but I contain multitudes and my writing must do the same. And yeah, if my readers are willing to join me on the journey, that makes me so happy because that means my multitudes speak to them as well.
Yes! 1,000 true friends! This has absolutely been my experience. For example, I totally consider you a friend and we just read each other's stuff online. How cool!
When an artist is relatively small, you feel a deep connection to them. Like you could call them on the phone and talk for hours. It's tough to sustain as you grow, but I kind of still feel that way about Ryan Coogler and he's bigger than ever right now.
yes!! not sure if 2025 will be the year, but i do feel a conviction that small creators would thrive at some point, because they are more focused on what feels right for them than what their audience wants. i just feel strongly that as AI slop and generic content scales, people would naturally gravitate towards works that feel more honest and human. i personally feel that way now - i've had my life literally transformed by more Substack essays than published books. i think these are interesting times definitely.
Hi Becky, the day I stopped trying to write to build an audience is ironically when my Substack started growing. It is true that people who play single topic algorithms games might get ahead faster, and I do feel that pressure myself sometimes, but the more I try to play that game, the more disingenuous I feel. I've decided to just write whatever I feel like, whenever I like, and be as real as I'm comfortable with online. As impersonal knowledge content that algorithms typically love and can understand becomes more commonplace (and AI-able), I think we'll see a shift more towards the kind of writing you're talking about - just being yourself, sharing your real life with friends, and if that attracts a smaller group of people, so be it.
Ohhh great point. The friends I've made on Substack is the ones that don't really stick to a niche but instead are sharing their very unnichable stories!
@Dave Anna Howard has an incredible video about this on youtube. Even though creators are encouraged to "niche down," ultimately the people who are too specific/algorithm-pleasing are ones that will be replicated/replaced by AI. Unpredictability + vulnerability stays winning !! https://www.youtube.com/watch?v=Em66j9Xlsqg
that's such a solid theory!! :O
Thanks Nat, that was interesting, I do think in the next 10-20 years, when most "book knowledge" information will become accessible via AI, all the "experts" who are creating content about their niche topics e.g. branding or electrical engineering will find themselves competing against AI. That AI will likely be even better at said topics because they are aggregating the collective knowledge of thousands, maybe millions of "experts" on those topics and delivering it to everyday people in well written, digestible form.
So it's going to be your take on a niche vs millions of people aggregated by AI's take on a niche. Everyday people will be more likely to trust the AI version than some random individual claiming to also have that narrow expertise.
The only way I see creators escaping this is to:
a) Add their human personal life experience on top of, or interweaved in their niche content, or
b) Do like Anna is suggesting and just be an un-nicheable, fully rounded human, and talk about whatever the heck you want.
Both of the above are something AI will struggle to replicate, at least for now.
that "for now" is so ominous but I have faith and totally agree with both a & b points!
I don’t know that people lose this when they scale. It’s more that the financial opportunities overwhelm the underlying curiosity (or for some the $$ was the point). I do think you see people across all domains - music, art, writing - that are still true to what they care about. But usually it does involve leaving some money on the table.
Ooooh good point. Maybe I'm just not noticing those who leave money on the table as much
Totally with you on this one. Small is deep. I'm shocked to discover that you can make a living by serving just a few dozen people in an online community. It's the best job in the world.
Like the tagline of the cartoon The Save Ums - "small is powerful, believe it!"
"I keep telling myself this - I am writing on Substack just for me. I’m writing to synthesise my own thoughts, feelings, accomplishments, and missteps." <3
"And while bigger follower counts can signal reach, smaller and deeper followers signify resonance." -> I LOVE THIS PART SM
🥹🥹🥹
I wrote a piece two years ago about how I refused to stay within a niche. I know that it has probably cost me subscribers over the years, but I contain multitudes and my writing must do the same. And yeah, if my readers are willing to join me on the journey, that makes me so happy because that means my multitudes speak to them as well.
To honouring our multitudal selves!
Good insight 😃. Can i translate part of this article into Spanish with links to you?
Thank you. Go for it! :)
Keep doing it for yourself - I think that’s the common factor for all meaningful development.
If it's worth it to you then it's worth it to somebody ^^
Yes! 1,000 true friends! This has absolutely been my experience. For example, I totally consider you a friend and we just read each other's stuff online. How cool!
And now we're rooting for each other's books, how wild!!
When an artist is relatively small, you feel a deep connection to them. Like you could call them on the phone and talk for hours. It's tough to sustain as you grow, but I kind of still feel that way about Ryan Coogler and he's bigger than ever right now.
That's a precious one to hold onto if they can still cultivate that feeling!
yes!! not sure if 2025 will be the year, but i do feel a conviction that small creators would thrive at some point, because they are more focused on what feels right for them than what their audience wants. i just feel strongly that as AI slop and generic content scales, people would naturally gravitate towards works that feel more honest and human. i personally feel that way now - i've had my life literally transformed by more Substack essays than published books. i think these are interesting times definitely.
Woah didn't realize the reading substacks vs books but that's so true. It's a fun time to be a human on the internet :)