400,000 FOLLOWERS OR 40 REGULARS

Summary from the TLDR Marketing newsletter

IRL influencers build influence by bringing people together repeatedly, not just attracting online followers. LA Chess Club grew its free weekly chess nights to hundreds of attendees who returned for the connections. With 51% of Gen Z feeling lonely on weekends and 62% wishing online friendships led to more in-person plans, look beyond reach and impressions. Someone who brings 40 people back every week may have more meaningful influence than someone with 400K passive followers.