5 Lessons on Growing Your Audience

Between algorithms, trends and endless platforms, staying visible and connected to your audience can be overwhelming. But as Canadian content creators Mae Belen and Zara Durrani remind us, growing your audience isn’t just about numbers, it’s about authenticity, strategy and community.

Here are five key takeaways from their conversation on the First Frame podcast, hosted by Jennifer Park and Cameron Zinger.

1. Find your niche and own it

Mae shares how early in her content journey, she struggled with posting a variety of content without a clear focus. 

Having a defined niche helps your audience know what to expect and creates a space where they return specifically for your unique content. Instead of trying to please everyone, focus on the audience that connects most with your voice, style or humour.

2. Engagement matters more than followers

Zara emphasized that a smaller, engaged audience is far more valuable than a massive following. “Some of the brands I’ve worked with look at engagement, and it’s much more important than the number of followers,” she explained.

An audience that interacts with your content (through things like comments, shares and subscribers) builds a community that supports your work, whether it’s through brand collaborations or other monetization strategies. Numbers alone don’t tell the full story!

3. Always be authentic

Both Mae and Zara stressed the importance of staying true to yourself. From posting style to brand partnerships, authenticity drives trust and loyalty.

Mae advises, “Post whatever, even if you doubt that it’s gonna do well. Stay true to yourself.” Zara adds, “If it’s not authentic to you, it’s kind of cringe and off-putting.” Authenticity resonates, builds credibility and helps you stand out in a crowded digital space.

4. Set boundaries to protect your mental health

Content creation can be all-consuming, and burnout is real. Zara shared the importance of pacing herself while juggling production and posting schedules. 

“I just gave myself a break,” she says, adding that there is a fine balance of managing expectations while maintaining her workload.

Mae also highlighted the mental toll of obsessing over metrics. “I got obsessed with the numbers, and it literally affected my mental health. I had to take a step back.” 

Protecting your mental health ensures you can create sustainably and consistently, without letting numbers define your self-worth.

5. Build a supportive creative community

Whether for mental health or creative growth, surrounding yourself with like-minded collaborators can be just as crucial as building your audience. Being part of a creative community provides encouragement, accountability and inspiration.

Having trusted creative friends helps maintain perspective and emotional support. “It’s really important to have other creatives you can turn to with your mask down and share your struggles,” shares Zara. 

There you have it! Audience growth isn’t just about clicks and views. It’s about connecting with the right people, staying authentic and protecting your creative energy. 

Check out the full episode below:

How to watch and listen

TELUS STORYHIVE First Frame is now available for free on TELUS Optik TV Video on Demand channel 9, Stream+ and YouTube or listen wherever you get your podcasts. Learn more at STORYHIVE.com/firstframe. 

Stay tuned for Season 2.