You can get reach on IG but that's not the same as trust

In this episode, we look at one of the biggest misconceptions artists have about social media growth: the idea that going viral is what creates a sustainable audience or sales.

It’s easy to assume that one high-performing post will change everything, but reach alone doesn’t guarantee connection, trust, or buying behaviour.

We explore:

• why viral moments don’t automatically translate into sales or stability
• the gap between visibility and capacity to hold attention
• why growing too quickly can actually expose missing foundations in your content and systems
• the difference between reach and trust (and why trust matters more)
• how trust content makes the “human behind the artwork” visible, especially important in an age of AI-generated content
• why sales come from repeated emotional familiarity, not one-off exposure

This episode sets up a core shift: from chasing visibility to building recognition, trust, and connection over time.

Which is exactly what we’ll be working on in From Noise to Known starting on 13th May. See workshop details here 

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