For what purpose would you reach the masses?
The government in The Netherlands has paid a Dutch influencer with 1mio followers, to spread a certain message about Corona in April 2020.
In September 2020 the same influencer goes viral with the opposite opinion…
We can reach the masses if we pay enough money to an influencer. We can reach the masses by manipulating enough media. We can reach the masses by paying for ads.
Something that’s forgotten often and applies here is this.
Reach isn’t change. I can reach a million people and change nothing. I can reach two people and change the world.
If you want to change a soul, you need to get a story across. Therefore you need trust, a good story and a darn good reason to be believed.
The best stories then get told again and again and again. That’s how change spreads.