why followers are a vanity metric

There's a common misconception on the internet that you might've fallen for.

That followers = dollars.

I hate to break it to you, but that's not how it works.

There's a guy who makes super viral "superhero" content and he recently posted a video talking about how he's broke.

On the other end, I know people with less than 10k followers who make $50k+/mo.

So what's the difference?

One has a clear monetization method, the other is chasing views.

If you want to "build an audience" you first need to get clear on what game you're playing.

And there are really only 5 games you can play 👇

1. Media (Entertainment & Education)

You're optimizing purely for views and monetizing through sponsorships, ad revenue, or licensing deals.

Think: MrBeast, ESPN, your favorite podcast.

This is the hardest path.

You need scale to make it work, and you're at the mercy of algorithms and brand budgets.

2. Commoditized Consumer Products

Products people already understand.

Clothing, coffee, candles, accessories.

Think: Gymshark, Chamberlain Coffee.

Your content is about building brand affinity and staying top of mind. You're not educating, you're curating vibes.

Fair warning: this game is tough. You're competing with brands who have $100M ad budgets. You need a real point of view to cut through.

3. Consumer Products That Require Education

Products that need explanation before someone pulls out their wallet.

Supplements, skincare with specific benefits, tech gadgets.

Think: Athletic Greens, Oura Ring.

Your content has to do double duty: build trust AND explain why this thing matters.

4. B2B Services

Agencies, consulting, freelance work. You're selling your expertise to other businesses.

Think: The creator who posts marketing tips and sells a $5k/mo retainer.

This is where a small, highly-targeted audience can print money. You don't need 100k followers. You need 100 of the right people paying attention.

5. Info Products & SaaS

Courses, communities, templates, software. You're packaging your knowledge or building tools.

Think: Hormozi's Skool, Dan Koe’s courses.

Your content is the top of funnel. Every post is either building authority or speaking to a problem your product also solves.

So which game should you play?

Depends on where you're starting from.

If you already have a business selling products, your game is clear.

Focus on content that builds brand affinity (if commoditized) or educates and builds trust (if your product needs explanation).

Your content strategy should map directly to how people buy what you sell.

If you're starting from scratch with a skillset but no product yet, games 4 and 5 are your fastest path to income.

You control the offer, you don't need massive scale, and every piece of content can drive direct revenue.

Either way, the principle is the same: know what game you're playing before you start posting.

Because the strategy that works for MrBeast won't work for a freelance designer.

And the content that sells a $30 t-shirt is very different from content that sells a $3k coaching package.

Figure out your game first. Then build accordingly.

Rooting for ya,

—Dodds