Reach beats followers

The Poster Project has 811 followers and did 2.2M views in ninety days. Those two numbers in one sentence are the whole lesson.

Published 2 min read

The Poster Project has 811 followers. Its content did 2.2M views in ninety days. Those two numbers in the same sentence are the whole lesson.

Follower count is a vanity metric from an era when the feed showed you what you had subscribed to. It does not work that way any more. Which means the job is not growing an audience. It is making content that travels without one.

Make it for the stranger, not the follower

If a post only makes sense to people who already know you, it cannot travel. The Poster Project's posts work cold — you do not need any context to enjoy a good poster.

Volume, with a spine

Forty-odd pieces in a month beats four perfect ones — but only if every piece carries the same recognisable taste. Volume without a spine is just noise, and noise is what the feed is already full of.

Organic finds your winners for free. Then, and only then, money goes behind what has already proved it travels. Of The Poster Project's 2.2M views in ninety days, 80% were organic, reaching 199,392 accounts — up 174.5%.

Stop buying followers. Start making things strangers finish.

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