Your Best Story Might be the One That Gets the Fewest Views

We talk a lot about numbers: views, likes, shares, all the easy-to-track stuff. But not every story is meant for everyone, and that’s the point. The purpose of storytelling isn’t to make everyone stop, it’s to make the right people feel seen.

I worked with an Indigenous organization on a series about seal harvesting and processing. It wasn’t flashy, wasn’t designed for broad appeal, and plenty of people probably scrolled past. But when I visited communities, people came up and said, “Thank you for posting that. I’ve been wanting to learn this. This was made for us.” Nobody mentioned views.

They talked about what the story meant. That’s when it clicked: sometimes success is measured by recognition, not by reach. When we create for trends, we create for an algorithm. When we tell real stories for the people we actually serve, we create connection. That connection builds trust, community and belonging.

That’s the work that lasts.

If you’re thinking about the stories your organization could be telling, let’s connect. Let’s tell stories that make the right people feel seen.