ANTI-ENGAGEMENT

Summary from the TLDR Marketing newsletter

A new generation of creators is redefining influence by embracing mystery instead of full transparency. They use anti-engagement strategies like erratic posting, faceless profiles, and selective disclosure. This makes audiences actively seek them out. Followers form devoted, idea-driven communities rather than casual fans. Influence is based on a worldview or aura, not lifestyle visibility. By resisting algorithms and controlling access, these creators make their presence compelling through what is withheld.