The Art and Business of Online Writing: How to Beat the Game of Capturing and Keeping Attention

by Nicolas Cole

Phase 2: Website or platform starts gaining traction—early users become “influencers.” The turning point for most emerging platforms is the point at which early users start becoming “internet celebrities” that represent the platform. This has happened on every single social platform in history. YouTube gave rise to “YouTubers.” Instagram power-users became “Instagram influencers.” Whenever a platform starts growing exponentially and popular content creators begin to separate themselves from the pack, the “game” is unveiled to the general public. Suddenly, anyone new to the platform realizes there is a hierarchy, a ladder they can climb—and if they are willing to “play the game,” they can build an audience for themselves too.