Welcome to Digital Gravity by Orbit Marketing
Welcome back to Digital Gravity 🪐
Every Friday, we share strategies to help you level up your sales, marketing, and lead gen.
Enjoy 👇
Professional Development (Or: A Cry for Help) 🆘
A few weeks ago, I made what I thought was a harmless decision.
I started watching Summer House.
Fast forward to today, and I'm on season 10, fully invested in the lives of people whose problems have absolutely nothing to do with me.
I've spent hours watching adults spend weekends in million-dollar houses making decisions that would get the average person kicked out of a group chat.
At this point, Peacock should be charging me rent.
But somewhere between the themed parties, relationship drama, and "this conversation could have been a text" moments, I realized the show accidentally illustrates one of the biggest lessons in marketing.
The cast changes.
The storylines change.
The trends change.
Yet people keep watching.
Why?
Because audiences don't become loyal to content.
They become loyal to characters.
Nobody gets ten seasons into a reality show because they think, I can't wait to see what educational topics are covered this week.
They're there because they've become emotionally attached to the people.
The same thing happens in marketing.
Brands spend so much time worrying about what to post that they forget to think about who's posting it.
The companies that build real audiences aren't just publishing content. They're developing a recognizable voice, perspective, and personality that people want to hear from.
That's why some creators can post about literally anything and still get engagement.
People aren't following the topic anymore.
They're following the character.
And if you're wondering whether this realization was worth sacrificing multiple evenings and an alarming amount of sleep, the answer is probably no.
But at least now I can call it professional development.
Until next week,
—Maddie
P.S. pls give me reality TV recommendations. I've accepted my fate.