For years, content creators have been told that the path to success is to attract a bigger audience. Create more content. Get more views. Gain more followers. Find ways to monetize all that attention.
But what if the next big opportunity in the creator economy isn't about getting people to pay attention to you? What if it's about getting people to pay attention to each other?
A recent article in The Atlantic explores a growing group of entrepreneurs who are making a living by bringing people together in real life.
Take Tionne Barmer, who organizes Café Soul, a series of parties in New York City. Guests pay $30 to enjoy music, drinks, and activities designed to help them meet new people. As Barmer explains:
“People will pay for the entertainment, and, on the side, they get community.”
The article also profiles Umama Kibria, who organizes large social gatherings, including adult field days and picnics. She's generating revenue through ticket sales, sponsorships, affiliate deals, and consulting. Some sponsors have contributed $10,000 to support her events.
These entrepreneurs aren't simply producing content for their audiences. They're creating opportunities for their audience members to connect with each other.
There's Money in Connection
For years, the creator economy has revolved around capturing attention. The more people who watch, listen, or read your content, the more opportunities you have to generate revenue.
But attention is becoming increasingly difficult to capture. There's more content competing for people's time than ever before, and AI is making it easier to produce even more.
Meanwhile, something else is becoming increasingly valuable: human connection. People want to meet others who share their interests, develop relationships, exchange ideas, and feel like they belong somewhere. And some are willing to pay for opportunities to do that.
This is the opportunity behind Community Revenue.
Instead of relying exclusively on the value of the content you produce, you create a space where people can generate value for one another through their relationships, knowledge, support, and collaboration. That opens up new revenue opportunities, including memberships, events, and sponsorships.
But a Party Isn't Necessarily a Community
There's an important distinction in The Atlantic article. Getting people together for an enjoyable afternoon doesn't automatically create a community.
A party might be a great experience, but a community gives people reasons to keep coming back. Over time, participants develop relationships, build trust, and begin contributing to the experience themselves. They stop being just attendees and start becoming members.
A single event can generate revenue by bringing people together. But an ongoing community creates opportunities for deeper relationships, recurring participation, and more sustainable revenue.
What Does This Mean for Content Creators?
You don't need to abandon content or start organizing rooftop parties. Your content may already be attracting people who share an interest, face similar challenges, or want to accomplish something together.
The question is whether you're giving those people opportunities to connect with one another. Could you organize a gathering? Start a discussion group? Bring people together to work toward a shared goal?
These experiences don't have to replace your content. They can complement it, creating new value for your audience and new revenue opportunities for your business.
For years, we've been asking how to get more people to consume our content. Maybe it's time to start asking how we can help those people connect with each other.
Is Your Audience Ready for Community?
You may already have the foundation for a community-driven business. But how do you know if the opportunity is there?
The free Community Readiness Scorecard can help you assess your audience, identify potential opportunities, and understand what it would take to turn those relationships into a new source of revenue.
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