Why I Create Content for the Lurker Buyers, Not Internet Extroverts

Written By Tina Bar

Two Strategic Approaches to Content Creation

There are 2 strategic purposes for content creation on the internet in today's world.

Option 1: The Content Creator Path

This is the way of the Content Creator. It's what we mean when someone says they want to be an influencer or YouTuber.

This approach is about building a huge audience who like to participate in the experience of large groups online. Think of it like going to a big stadium concert - the star is on the stage, and the audience are below singing along and feeling a sense of community and affinity to the star. This is what most people would consider online success.

The business model is built on volume and reach:

  • Lots of engagement in the form of shares, comments, likes and plays

  • Video is a key component of this strategy

  • The payout comes in broad name recognition, sponsorship deals, selling of digital products in volume and payouts from the social media platforms

Option 2: The Subject Matter Expert Approach

The second way is the path of the Subject Matter Expert, Authority also known as the Thought Leader approach.

This approach is more like a college professor. You sign-up for their class because of their subject matter expertise, because others on campus said that class is the best - the reputation and subject matter is what brings you to them. Once in the class you have closer access, office hours, homework, tests...but at the end you have knowledge and education vs. a pure entertaining experience.

Consider this alternative where you are also putting out content, but sporadically, and on a very niche and specific topic. The content creator is optimizing for Authority, knowledge and respect of their expertise with a very small niche audience.

Understanding the Lurker Buyer

Those followers are lurkers - they do read and see all that the Thought Leader puts out but they rarely engage with traditional metrics of likes and comments. These followers prefer to observe and absorb rather than publicly engage. They're often busy professionals, introverts, or simply people who consume content privately while they evaluate whether you're the right expert for their needs.

This isn't uncommon - as Jenn Chen wrote in her great article; I’m A Lurker, You’re A Lurker, We’re All Lurkers,

"It is said that 90% of any online social readership are lurkers. Lurkers are those who consume the content but don't respond to it. Nine percent are contributors and only one percent create content, forming the 90-9-1 rule. This is not a new marketing rule and it seems to apply only in spaces for online communities, such as Twitter, Reddit, interest-based forums, Twitch, etc."

The audience is small but will continue to follow the expert across channels. They might discover them on Instagram, but continue on to follow them on Threads, LinkedIn, listen to podcast episodes, read the blog and sign-up to their email list.

The Challenge: Invisible Success Metrics

It can be difficult for the Thought Leader to track metrics of success...until they make an offer. Once they put out there that their program is open for enrollment or they have spots for 2 more coaching clients, or a consulting offer, etc... Then they see names appear with dollars attached who they've never heard of or met.

Once they do meet inside the container or product offering, the past "lurking" behavior is revealed.

My Personal Experience with This Approach

How do I know?

Because I run my business the second way and I have low followers and engagement but excellent close rate when I make an offer to my tiny and almost invisible audience.

The majority of my clients tell me they appreciate my content, they love my blog posts, newsletter, Instagram posts, listen to when I guest on podcasts and then when they were ready or when I made an offer - i.e., an invitation to work with me, they took the opportunity.

As someone who has trained on using data and analytics in addition to other non-measurable human behavior, I can say that the success will not look great until you make the offer, but only after having shown up and delivering a taste of your expertise and problem solving ability.

The Key to Understanding Your Impact

The best approach is to actually ask your audience:

  • How did you find me?

  • Where do you follow me?

  • What free content of mine led you to hiring me or paying me for this product?

The surprising result will be that all that showing up paid off - you just couldn't see it because of the types of buyers you are attracting.

Why I Prefer Lurker Buyers

Now I do want to say these are also my preferred buyers. Why?

They are:

  • Discerning

  • Do their research

  • Know what problem they want solved

  • Trust your opinion and expertise

  • Willing to pay for a quality result

The Benefits of Working with Lurker Buyers

One of the best outcomes of lurker buyers - they often come by referrals and are in some way connected to others in your network. Inherent trust has been built over time and the quality and speed at which you can make progress with these clients is so much higher.

They also respect boundaries.

Constant engagement is, in my opinion, a red flag - a sign that the client could be needy, demanding and have an unhealthy level of attachment to the expert. The risk of the para-social relationship becoming an actual business relationship can lead to messy outcomes. For an excellent podcast on the rise of parasocial relationships I highly recommend this episode of Duped, The Dark Side of Online Business.

The Bottom Line

Neither way is inherently right or wrong - it's just what business model you choose (as the one showing up and creating content), and as a consumer of content. Am I here to be entertained, lightly educated? Or am I looking for an expert to learn from and eventually hire?

If you're building authority in your field, don't be discouraged by low engagement metrics. Your lurker buyers are watching, learning, and when they're ready, they'll invest in working with you. Focus on consistent, valuable content that demonstrates your expertise, and trust that the right clients will find you when the timing is right.

References:

Tina Bar
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