Audience Engagement Techniques

This week brought more evidence of the rapidly changing media landscape, highlighted through a fascinating lens: the US political sphere and how its players are engaging diverse, key audiences. As presidential campaigns often serve as harbingers of communication trends, their approaches are worth noting for anyone in the field. In just two days recently, Vice-President Harris appeared on five major media platforms: from traditional outlets like 60 Minutes and The View to podcasts like Call Her Daddy and the Howard Stern Show, and finally, late-night TV with Stephen Colbert. This blend of traditional and newer media points to an essential evolution in how leaders think about audience reach. Harris' appearances on platforms like Call Her Daddy and Howard Stern—channels that skew younger and often different from traditional news outlets—are not accidental. They reflect a deliberate strategy to meet diverse, influential audiences where they are. Former President Donald Trump also has mixed traditional and direct media, in particular when he's been focused on reaching young men. He's showed up on the Logan Paul podcast, as well as Theo Vonn and Tim Pool, and is scheduled for Joe Rogan this week. This is a key lesson for us as communicators: Reaching decision-makers today requires an evolving media mix that includes creators, influencers, and platforms that resonate across generational lines. It’s easy to assume these channels serve only consumer audiences. But let’s remember: Millennials and Gen Z aren’t just consumers—they’re BDMs, developers, and CxOs, as well as customers of products like GitHub Copilot and Microsoft 365. Many of them aren’t consuming traditional media like CNBC or The Times of India daily. So, if we want to reach these future decision-makers, we need to engage them where they already are, from TikTok to niche podcasts. As communicators, it's vital that we continually refresh our media consumption habits to match this new reality. Start conversations about what your audience is listening to, watching, or reading—whether it’s newsletters, podcasts, or even news on social platforms. It’s one of the best ways to understand the shifting landscape and ensure we’re telling the right stories in the right places. Let’s continue to challenge ourselves to think about the evolution of media, ensuring we’re balancing traditional outlets with the dynamic, influential platforms of tomorrow. In communications, evolution isn’t just an option; it’s a necessity.

Conservationists like to think facts speak for themselves. They don’t. In a world where allegiance often trumps evidence, who delivers the message often matters more than what’s being said. The same data, spoken by a nurse instead of a scientist, can land differently. In Amazonia, credibility travels along social lines. Farmers listen to agronomists, not activists. Urban families may heed pediatricians warning about heat-related illness before they trust an NGO ad. Pastors, teachers, and co-op leaders often reach places journalists and policymakers cannot. Matching voice to audience isn’t a branding exercise; it’s simply being honest about how people decide what to believe. That realism also means differentiating the message without diluting it. Indigenous leaders remain central, both as stewards and as narrators of success on their lands. Yet many who influence the forest’s future—like mayors, truckers, ranchers, and small business owners—don’t identify with Indigenous causes. Messages typically work best when they’re tailored to their audience: stewardship told as rainfall insurance for farmers, public-health policy for city dwellers, and fiscal stability for mayors who need predictable budgets. The goal isn’t to make everyone an environmentalist; it’s to make the forest relevant to each person’s daily choices. None of this can be faked. Trust is borrowed first and earned slowly. It grows when people see that acting on information pays, as in lower bills, steadier harvests, clearer skies, or fewer fires. For communicators, the task is to equip credible messengers with verified, usable material: sermon guides, WhatsApp videos, radio spots, farm bulletins, and committee briefs. Over time, authority shifts from the messenger to the message itself. What saves the forest, in the end, may not be a single voice but a variety—each carrying the same plain facts: e.g. protecting forest keeps rain falling; law in the Amazon means law at home; standing forest cools the air; healthy ecosystems make for healthy economies. Repetition stops being spin and starts being education. Once that logic comes from trusted voices, it no longer sounds like activism. It just sounds obvious. [I contributed a section on how to communicate about the Amazon for 'The Endangered Amazonia' report, published by COICA ORG this week. This is the second of three parts summarizing my contribution. This one is titled, "Why the messenger matters in efforts to save the Amazon] 👉 The report: https://lnkd.in/gpZs8JBW

When I started building my brand ecosystem publicly, everything shifted. The traditional advice says, "build it and they will come." But after studying founder brands, I've learned that most founders are stuck choosing between getting attention and maintaining integrity. Last year, I watched a brilliant entrepreneur struggle with this exact paradox. When I shared my Brand Trust Equation with her, something beautiful happened. Here's what I learned about building in public through systematic brand development: 1. Identity System Transparency Share your core messaging, positioning, and values openly. Building your identity in public creates accountability for authentic choices. Your audience connects with the journey, not just the destination. 2. Content System Broadcasting Document your strategic output across all platforms transparently. Sharing your content framework helps others while establishing your authority. Your systematic approach demonstrates professionalism and intentionality. 3. Experience System Documentation Show how people interact with your brand at every touchpoint. Building your customer journey in public creates better experiences for everyone. Your process transparency helps prospects know exactly what to expect. 4. Conversion System Sharing Reveal how attention becomes revenue in your business model. Building your funnel in public demonstrates the value of systematic thinking. Your transparent approach shows prospects the clear path forward. 5. Lighthouse Content Strategy Create cornerstone pieces that attract your ideal audience while repelling everyone else. Building your manifesto, methodology, case studies, and vision in public establishes authority. Your transparent philosophy becomes a filter for quality connections. This approach builds long-term brand equity instead of short-term attention. 6. Platform Synergy Framework Show how different platforms serve different purposes in your ecosystem. Building your multi-platform strategy in public creates strategic alignment. Other founders learn how to maximize impact across channels. This isn't just about building brands, it's about creating beautiful, systemized, and authentic businesses that serve both founders and their communities. When you build your brand ecosystem in public, you're not just attracting attention. You're building trust through the Brand Trust Equation: (Consistency × Authenticity × Value) ÷ Self-Promotion. The solution isn't choosing between integrity and attention, it's building systems that deliver both simultaneously through transparent, value-first brand development. The future belongs to those brave enough to build their brand systems in public. __ Enjoy this? ♻️ Repost it to your network and follow Matt Gray for more. Curious how this could look inside your business? DM me ‘System’ and I’ll walk you through how we help clients make it happen. This is for high-commitment founders only.

Your LinkedIn posts are not getting views. Know why? No one's clicking on the 'see more' button. Only one thing can fix that.. Hooks. Here's how to fix them: 1. Numbers: Specific numbers grab attention.  Instead of saying: "I gained a lot of impressions recently," Try: "I gained 500,000+ post impressions in just one week after applying Jeff Bezos’ writing rules. Or: "Over 141 'no’s' later, here’s what I learned about persistence.” 2. Show you know what you're talking about  Instead of :"I’ve worked with many clients," Try: "Working with over 200 founders taught me this: simplicity wins in video scripts.” Or: "Over 500k followers and 150+ successful clients later, here’s my framework for standing out. 3. Curiosity Triggers: Create a knowledge gap that makes readers want to learn more.  Instead of: "Does your phone listen to you?" Try: "Have you ever found yourself bombarded with ads for something you just mentioned in a conversation? I tested this for 10 days, and here’s what I found." 4. Give clear value: Show readers exactly what they’ll gain.  Instead of: "Here’s why LinkedIn matters," Try: "If you’re only using LinkedIn to find jobs, you’re missing out on $10,000 (minimum) annually. Let me explain how." 5. Unpopular/Contrarian Opinion: Challenge conventional wisdom.  Instead of: "Quality over quantity is important," Try: "We’re conditioned to believe that ‘quality > quantity’ is the right strategy, but when you’re just starting out, that’s the wrong approach." 6. Structural Hooks: Frameworks create instant engagement. Instead of: "I have some tips for you," Try: "6 mistakes that cost me $100,000—and how you can avoid them."  Or: "The 7 rules of writing that gave me 500k+ impressions in one week." 7. Keep it short: Keep hooks concise mostly under 3 lines because only that part is visible to the reader at first. 8. See other people's hooks that worked or went viral and take inspo from it. But keep in mind that your entire post must deliver value. The hook gets them to stop scrolling, but the content keeps them reading. #linkedin

We have been telling people the world is ending. And then wondering why they feel paralyzed. A review published in Sustainable Development, by Su, Kaburu, and colleagues across institutions in China, Ireland, Australia, Brazil, and beyond, takes on one of the quieter contradictions in climate action: the communication strategies meant to mobilize people may be actively undermining their capacity to act. The argument is not that climate urgency is overstated. It is that fear, deployed as the default register of climate messaging, produces a paradox. It captures attention, briefly, and then generates the very psychological conditions that make sustained engagement impossible. Eco-anxiety, helplessness, climate doomism, the belief that it is already too late and that responsibility therefore belongs to no one, are not failures of audience character. They are predictable responses to a communication environment that offers apocalypse without agency. The numbers are uncomfortable to sit with. A survey of 10,000 young people across 10 countries found that 59% were very or extremely worried about climate change, and over half reported feeling sad, anxious, angry, powerless, or guilty. These are not people who lack awareness. They are people drowning in it, without a clear sense of what their hands can actually do. The paper proposes a reorientation: toward messaging that is positive, personal, and people-centred. Positive, not in the sense of denial or false reassurance, but in the psychological sense, mobilizing hope, curiosity, and joy as motivational states rather than fear and guilt. Personal, meaning closing the distance between the crisis and the individual, moving away from glaciers and polar bears toward the concrete texture of daily life, health, food, cost of living, the morning coffee. People-centred, meaning grounded in what people can actually do, within their real agency and real constraints. This is precisely where Eco-Affective Health thinking enters. The field has long understood that emotional states are not incidental to environmental behavior. They are the medium through which the relationship between people and their environment is negotiated. Fear activates threat responses, which can produce short bursts of protective action, but sustained engagement with a long-horizon problem like climate change requires something different: a felt sense of efficacy, of connection, of meaning. These are broaden-and-build emotions, as the paper frames it, states that expand the repertoire of possible responses rather than narrowing it to fight or flight. Article link: https://lnkd.in/d98vMNAG Follow our work at ewahlab.com #EWAHLab #EcoAffectiveHealth #ClimateCommunication #ClimateAnxiety #PlanetaryHealth #ClimateMentalHealth #EcoAnxiety #ClimateAction #EnvironmentalPsychology #PublicHealth #GlobalSouth

These two heat maps are from a neuroscience study I conducted. I wanted to see what happens when two different sellers/presenters share the same PowerPoint presentation with a customer. Notice how in one group, buyers focus mainly on the slides, and in the other group, buyers focus mainly on the presenter. The slides and seller's narrative were the same for both groups of buyers. So, my research question was: does attention follow the person or the pixels? Since both presenters delivered the same content using the same slides, we can assume that delivery style matters (e.g., having more gestures, using an expressive tone, better timing for visuals, etc…). So, a presenter might be tempted to ask: how do I develop better delivery skills? But there might be a better nuance to consider. These heat maps show us that audiences unconsciously prioritize attention... they may follow what feels most meaningful, trustworthy, or effort-free. So, then the better question to ask is: what do I really want my audience to focus on? In a product demo, for example, the screen might be the star, and the presenter should actually fade into the background. In a motivational talk, the presenter might be the message, and the slides are just minimal punctuation. In a training session, the slides and the presenter might need equal attention. So: design and deliver for the focus that is most important, and take charge of that focus. Otherwise, your audiences will choose it for you.

Silence on sustainability is not strategy Clarity, not caution, drives impact 🌎 Great read today in Harvard Business Review exploring how companies can strengthen their sustainability communications in response to rising political pressure and evolving stakeholder expectations. Rather than retreating or reducing visibility, the authors make a strong case for rethinking communication as a strategic tool to build trust, enhance relevance, and unlock the full value of sustainability efforts. While some organizations are choosing silence to avoid scrutiny (from political backlash to accusations of greenwashing) this approach can undermine credibility. Public concern about climate inaction remains high, and companies that choose not to speak risk appearing disengaged. At the same time, sustainability strategies are increasingly linked to tangible business outcomes, from cost savings and resource efficiency to supply chain resilience and long-term risk management. To respond effectively, companies must begin by understanding what matters to their audiences. This means moving beyond general assumptions and using employee and customer insights to shape communication that is specific, relevant, and grounded in lived experience. Boston Children’s Hospital offers a clear example of how stakeholder input can guide both communications and operational decisions in ways that enhance internal alignment and external resonance. Equally important is the way messages are delivered. While factual accuracy is critical, the most effective communications also connect emotionally, using storytelling to make abstract issues relatable. The article emphasizes the power of framing climate action in terms of widely held values (such as protecting future generations or ensuring business continuity) to reach broader audiences and avoid polarizing debates. Companies also need to move beyond the conventional sustainability report. While compliance remains necessary, relying solely on annual disclosures can limit impact. Organizations like Tillamook and Boston Medical Center are showing how digital formats and multi-channel content can make complex information more accessible, and how continuous storytelling can keep sustainability top of mind across stakeholder groups. By grounding their messages in real insights, using language that resonates across audiences, and choosing formats that encourage dialogue and connection, companies can position themselves as credible leaders in a space where expectations are only becoming more complex. #sustainability #sustainable #esg #business #greenwashing #greenhushing

A BIG follower count looks impressive. But followers don’t pay the bills 🤷🏻♀️ High numbers ≠ revenue. Why? Because followers don’t always translate to trust. That’s the difference between having an audience or a community. An AUDIENCE listens. But they’re passive. They consume your content and move on. A COMMUNITY? They engage. They connect. They show up for you. Audiences might watch from the sidelines. Communities take action. They invest. They stick around. And here’s the key difference: Communities are built on shared values, not just content. If you’re struggling to monetise, it might not be about growing your follower count. It’s about deepening your relationships. So, how do you build a community on LinkedIn? 1. Start conversations, not monologues. Ask questions. Invite opinions. Respond to comments with thought and care. 2. Be authentic. Share your wins and your challenges. Vulnerability creates connection. 3. Engage outside your posts. Comment on other people’s content. Join relevant discussions. Be present where your audience is. 4. Create shared value. Offer insights, solve problems, and share ideas that help your network grow. 5. Highlight others. Celebrate their wins. Share their content. Show that you care about their journey. 6. Be consistent. Communities thrive on trust, and trust is built by showing up regularly over time. 7. Take it offline. Meetups, coffee chats, or webinars. Bring your LinkedIn network into real-life connections. A handshake or face-to-face conversation builds bonds no algorithm can replicate. Communities aren’t built overnight. They grow when you focus on connection over attention. Because people don’t just buy products or services. They buy trust. They buy relationships. When you build a community, you don’t just have followers. You have advocates. Supporters. Friends. That’s the real game-changer. PS: Do you have an audience or a community?

If you over-curate & overthink your personal brand to perfection, your engagement will be dead! You see them everywhere—polished, poised, and perfectly positioned personal brands. Yet, their engagement is flat. Their audience? Passive. This is the"Perfect Persona" Effect—where people curate an online brand so flawlessly that it becomes unrelatable. And science backs this up. 📌 A study from Harvard Business Review found that leaders who share their struggles increase trust by 66% compared to those who only share polished success. 📌 Social psychologist Dr. Elliot Aronson’s "Pratfall Effect" proves that people perceive those who show vulnerability as more likable than those who appear perfect. The brands that win aren’t the ones that look flawless. They’re the ones that feel real. This is how we work this out with SackBerry clients: 1. Show the process, not just the results. ❌ “We grew our business 10x in a year!” ✅ “We struggled for months with zero sales—here’s what finally worked.” People relate to struggles, lessons, and real journeys. Share the how, not just the highlight. 2. Write like you talk. The easiest way to sound human? Read your post out loud. If you wouldn’t say it in a conversation, rewrite it. 3. Share your unpopular opinions. The fastest way to stand out isn’t to blend in. Take a stance. Challenge industry clichés. Say what others won’t. 4. Use the “3-Post Rule” to create trust. Your content should rotate between these formats: A personal story (human connection) An actionable insight (expert credibility) A polarizing take (sparks discussion) 5. Don’t fear the “mess.” -Not every post needs to be perfect. - Test new ideas. - Share drafts. - Build in public. People love watching something unfold in real time. So, tell me—what’s one thing you wish more people shared online? #PersonalBranding #Authenticity #BuildingInPublic #ContentMarketing

The ‘passive follower’ to ‘active fan’ journey is something every founder should be seriously thinking about. Not only when it comes to your business brand but also when it comes to your personal founder-brand and here’s why: One day you will ask for something from your audience (if you haven’t already). If you’re intentionally building an audience then at some point you will ask them to buy something, or attend something, or share something, or spend their time doing something. That’s why you’re building an audience as a founder, right? The more actively engaged that audience is, the deeper the connection is, and the more they genuinely buy into YOU, the more likely your audience is to do the thing that you’re asking of them. So how the helly do take an audience from passive to active? 1. Find a mix of relatable and aspirational content - people want to see themselves in you + also be inspired by you 2. Share stories not updates - people want to be in on the joke not spoken at (shock)  3. Fill in the blanks - don’t just share the 1 win, share the progress updates from the first day to how you feel a week after  4. Teach them something they don’t already know in a way that doesn’t make them want to fall asleep 5. Be actually interested and invested in what you’re doing - your energy rubs off on people  6. And also just keep showing up, again and again and again If you’ve been showing up and it’s not working but you’re not trying anything different…then I’m gonna hold your hand when I tell you it might be a you problem, not a them problem 🫣 Chose violence when I was thinking about this on my way to work this morning, so sorry x It's no secret that building an engaged audience is one of the biggest assets anyone can have, it’s worth spending time getting it to work with you, not against you.