"Don't get me wrong; the people who launched those 53 channels are surely talented creators who deliver clever or entertaining content-I subscribed for some reason, after all. But at this point, I couldn't tell you what most of them are truly about because there's nothing there to draw me back. I don't know who the creators are, and I don't return to their channels, because they're not building worlds I want to be part of. They're just...posting."
"They built a franchise. Not the Hollywood or McDonald's kind, but the repeatable, recognizable kind. A consistent concept your audience can count on, recognize immediately and follow wherever you take it. As in the physical world, a franchise is how you turn casual digital viewers into loyal followers. It's how you stop starting from zero with every post and begin building momentum instead of just producing content."
Franchise thinking requires designing every piece of content around one recognizable, repeatable concept and a single clear promise that creates a consistent world for audiences. A franchise converts casual viewers into loyal followers by making channels instantly recognizable and reducing the need to start from zero with each post. Franchises scale across formats—books, newsletters, talks, courses—when all products reinforce the same core concept. Small creators and businesses can adopt franchise thinking without studios, large teams, or big budgets. The shift replaces sporadic, one-off posting with deliberate, repeatable frameworks that build momentum and sustained audience engagement.
Read at Forbes
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