I know what kind of work it takes to complete a book manuscript, and I want to do that work, but to arrive at the end of it and learn that what I should have been doing instead is flooding the zone on Twitter, Instagram, and TikTok? That is fundamentally demoralizing.

Audience capture is an irresistible force in the world of influencing, because it's not just a conscious process but also an unconscious one. While it may ostensibly appear to be a simple case of influencers making a business decision to create more of the content they believe audiences want, and then being incentivized by engagement numbers to rem... See more