Who Are You Training Your Audience to Be?

Why does some “please support me” content make us root for someone… while other versions make us want to scroll away immediately?

This week, Renée is unpacking the rise of sympathy marketing: the “don’t scroll,” “my business is struggling,” and “help me hit this financial goal” content showing up all over TikTok, Instagram, and Threads. From creators asking their audiences to help fund a questionable purchase to one very persistent sushi restaurant owner who has successfully put herself on Renée’s must-visit list, we’re looking at what makes vulnerability feel compelling, when it starts to feel manipulative, and what happens when vulnerability itself becomes the sales mechanism.

But there’s a bigger marketing question underneath all of it: What are you training your audience to come to you for?

Because attention isn’t the end goal. Your content is constantly teaching people what to expect from you, why they should keep watching, and what role they have in your world. So before you ask, “Will this get views?” there might be a much better question: Whose attention do you actually want?

And while you're here, show some love to TFish Sushi: https://www.instagram.com/tfishsushi/

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