In a divided world, your minimum viable audience doesn’t just want great content — they crave genuine connection.
New data from Sprout Social reveals insights I love: While 78% of consumers want brands to help them connect with each other, the brands still obsessing over reach are missing what matters.
The Connection Economy
The numbers don’t lie:
- 76% will choose a brand they feel connected to over competitors
- 57% will spend more with brands they feel connected to
- 64% become loyal when they feel that connection
But what creates that connection?
It’s not follower count. Social platforms have without a doubt changed.
It’s not even content volume.
People Connect With People, Not Logos
The most crushing insight: 70% of people feel more connected to brands whose CEO is active on social media, and 72% feel more connected when employees share about the brand.
Why? Because 65% say it makes them feel like “there are real people behind the brand.”
This validates what I’ve been saying about minimum viable audience and focusing on true fans. Your brand doesn’t need everyone—it needs the right people. My my latest podcast, Think Like A Content Strategist as I explain this (and its only a 7 or 8 minute watch).
How to Apply This Today:
- Showcase the humans behind your brand
- Create content that connects people with similar interests (55% want this)
- Build community spaces, not just content pipelines
- Listen first, speak second (this builds trust—the #1 connection factor at 66%)
As your content strategy evolves, remember: Connection is the new currency. And unlike other metrics, it actually converts.
Rox van Eyk is the Founder of Click Culture and host of Think Like A Content Strategist.
