I’m guessing you’ve been told to “build an audience” before.

That phrase is right up there with “tell good stories” for the most ubiquitous filmmaking advice ever.

Don't get me wrong, it's a great piece of advice.

An audience, when built the right way, is one of the few assets that can alleviate the most painful parts of the filmmaking process—funding and distribution.

When you have an audience that's engaged with your work, crowdfunding becomes way easier. So does attracting and persuading traditional investors.

And when it comes to marketing and distribution, an audience gives you leverage and flexibility. It makes you far more attractive to distributors, and dramatically increases the odds that DIY and direct distribution will be profitable for you.

Basically, "build an audience" is great advice for any filmmaker who wants more control over the financial side of their profession.

But there's one big problem.

Usually what people mean when they tell you to “build an audience” is to “get a lot of social media followers.”

And those are not the same thing. Not even close.