What 95% of Journalists Don’t Grasp About Building a Crowd of People

In the fast-paced world of journalism, where breaking news and viral stories dominate the landscape, there’s a critical element that often goes overlooked: the art of building a crowd. While journalists are experts at reporting facts, uncovering truths, and crafting compelling narratives, many fail to understand the nuances of cultivating and engaging an audience. This gap in understanding can limit their reach, influence, and impact. Here’s what 95% of journalists don’t grasp about building a crowd of people — and why it matters.

1. It’s Not Just About the Story — It’s About the Connection

Journalists often focus on the story itself — the facts, the drama, the intrigue. But what they miss is that a story alone doesn’t build a crowd. People don’t just consume content; they connect with it on an emotional level. The most successful journalists understand that their audience wants to feel seen, heard, and understood. They craft stories that resonate deeply, spark conversations, and foster a sense of community. Building a crowd isn’t about broadcasting information; it’s about creating a two-way dialogue.

2. Consistency Beats Virality Every Time

Many journalists chase the elusive “viral moment,” believing that one explosive story will catapult them to fame. While virality can certainly boost visibility, it’s often short-lived. What truly builds a loyal crowd is consistency. Showing up regularly, delivering value, and maintaining trust over time is what turns casual readers into dedicated followers. Journalists who understand this prioritize long-term relationships over fleeting spikes in attention.

3. Audiences Crave Authenticity, Not Perfection

In an era of polished content and curated social media feeds, authenticity stands out. Yet, many journalists still cling to traditional notions of professionalism, which can come across as distant or impersonal. The truth is, audiences are drawn to real, relatable voices. They want to see the person behind the byline — the struggles, the quirks, the humanity. Journalists who embrace vulnerability and authenticity are more likely to build a crowd that feels personally invested in their work.

4. Engagement is a Skill, Not an Afterthought

Building a crowd requires more than just publishing great content — it demands active engagement. Many journalists treat engagement as an afterthought, responding to comments or messages only when it’s convenient. But the most successful crowd-builders treat engagement as a core part of their strategy. They ask questions, listen to feedback, and make their audience feel like active participants in the storytelling process. This level of interaction fosters loyalty and turns passive readers into passionate advocates.

5. The Power of Niche Over Mass Appeal

Journalists often aim for broad appeal, thinking that reaching the largest audience possible is the ultimate goal. However, the most dedicated crowds are built around niche interests. By focusing on a specific topic, community, or perspective, journalists can attract a highly engaged audience that shares their passion. Niche audiences are more likely to share content, participate in discussions, and become long-term supporters.

6. Building a Crowd Takes Time and Patience

In a world obsessed with instant gratification, many journalists underestimate the time and effort required to build a crowd. They expect quick results and get discouraged when growth is slow. But building a crowd is a marathon, not a sprint. It requires patience, persistence, and a willingness to experiment and adapt. Journalists who commit to the long game are the ones who ultimately succeed.

Call to Action

If you’re a journalist looking to expand your reach and build a loyal crowd, start by focusing on connection, consistency, and authenticity. Engage with your audience, embrace your niche, and remember that building a crowd is a journey, not a destination. Take the first step today — share a story that resonates, ask your audience a question, or simply let them see the real you. Your crowd is waiting. Will you rise to the occasion?