Don’t be afraid to lose people — create your most authentic content

Gary Vaynerchuk curses a lot in his videos. Turns off a lot of people. I used to dislike him a lot. But he kept showing up on social media so I eventually started watching to see what the hype was all about. Then I became a big fan.

Seth Godin, who has written thousands of blog posts, never includes any images. He even has typos sometimes. I’ve humbly emailed suggestions and he’s very open about making corrections. He probably loses a lot of potential readers. I ignored Seth for a long time, but kept hearing about him from trusted friends, so I started reading his blog, and became a huge fan.

My friend Mark Walsh is courageous to share his unconventional political views that has turned off much of his audience over time, got him “canceled” a few times, but has ultimately grown a loyal fanbase that doesn’t mind — or even agrees (often silently!) — with his views.

Despite their unpopular behaviors, these influencers have long-term fans. They’ll never be in want. They can sell just about anything and make plenty of money.

​At a much smaller scale, compared to the above giants, I too have a base of true fans. Yet, I’m unpolished in my videos. My expressions are sometimes cringeworthy (maybe often!), and say things that turn off my fans sometimes.

But I’ve also noticed that true fans will keep coming back again and again.

There are many creators who appear as if they don’t give a damn about other people’s approval… and yet, they’re doing well.

How is that possible? Isn’t caring about approval the very thing that helps you to become popular and successful?

Someone once told me that you can never get socially canceled as long you keep showing up with authentic content. I now think that’s true.

The path of popularity can always work but along the way, you lose your soul as you try to please people.

I’ve chosen — or rather, I have to keep choosing every day — the path of authenticity: to be myself and see who wants to come along.

Those who are turned off by me and my shortcomings? Not a problem. There are many other content creators they can go follow. Why should I be greedy and try to make everyone follow me and lose my soul in the process?

“Be yourself” is a journey.

For years, I’ve been exploring this journey of authenticity — a process of experimentation and discovery of my voice and ideas.

Because I “think” out loud in my videos, in an unpolished way, I’m sure this turns off a lot of people.

At the same time, the journey also fascinates my true fans. And they are the ones who matter the most.

Your true fans care about your journey. They love to see your development as you work things out.

Don’t ever be afraid of losing anyone.

Be more concerned about losing your soul.

As you explore and experiment with who you really are, you’ll naturally attract your true fans. Give yourself the permission to try things that feel like it might be YOU. As you discover what resonates deeply in you, you become more powerfully you.

Ironically, not caring about others’ approval is what builds true fans online.

It’s about not being afraid. And that is highly attractive.

Yet, the paradox is that if you try to be attractive, you become afraid.

Don’t try to be attractive or popular. The thing that’s worth making an effort is showing up consistently, in a spirit of experimentation and exploration of who you are.

Wrestle and journal publicly with your ideas, your experiences, your past, your future, your love for service, your heart for the world.

Now, to build an audience, it helps a lot to get skilled at distributing your authentic content, so that your true fans have a chance to find you.

Learn the content platforms that resonate with you — perhaps Substack, Instagram, Threads, Twitter (X), or YouTube are all currently popular options. There are the originals that are still popular — Facebook, Medium, LinkedIn, Reddit.

If you are willing to spend some money to distribute your content, boosting your content on social platforms is an easy way to show it to more people.

Another good way is through collaboration — reaching out to fellow content creators to support one another and potentially collaborate such as interviewing each other.

Read more about content distribution here: 7 Authentic Reach Strategies

Actively create and distribute your authentic content (your public journaling). Don’t be afraid to lose anyone.

Whenever your authentic content gets more views, you’ll usually lose a follower (or more). For any email newsletter you send, you’ll always have at least one unsubscriber.

Don’t be concerned. If they’re meant to follow you, they’ll be back one day.

What’s more important is that being more powerfully YOU is what your soul needs most.

It’s also what tends to draw forth your future true fans, who are the only ones that matter.