Photo by Volodymyr Hryshchenko / Unsplash

๐Ÿ“š Itโ€™s Not About You, Itโ€™s Your Audience!

Understanding your audience in a time of decaying cookies. We donโ€™t need deep analytics to understand human behavior.

Sam Chavez
Sam Chavez

Table of Contents

Welcome Back! ๐Ÿ‘‹๐Ÿผ

To kick off our year, I started by sharing how Iโ€™m revamping my content strategy and process so I can create more space and time for creativity and deeper research. This monthโ€™s resource, our Content Strategy Hub, has become my go-to place for creating this newsletter. To wrap up building a micro strategy review into your year, I wanted to touch on understanding your audience in a time of decaying cookies. We donโ€™t need deep analytics to understand human behavior. Read on for more...

On Tap This Week
๐Ÿ”ฌ Itโ€™s not about youโ€ฆitโ€™s your audience
๐ŸŒฑ Google search is getting worse
๐ŸŒฑ Gen Zโ€™s changing tech behavior
๐ŸŒฑ An Activist Burnout Audit

๐Ÿงฐ Resource: Content strategy hub

Over the last fifteen years, I have worked pro bono for small non-profits and with Fortune 500 companies commanding million-dollar budgets. No matter the organization, there is one extremely common mistake that brands make in their communications.

Itโ€™s the audience.

Most organizations spend their strategic planning time talking about themselves. For social change work that usually means programs competing for the most attention, disagreements over goals, and long email chain discussions over the color pallette or graphics. (If youโ€™re chuckling, you can relate!)

The problem? Your audience doesnโ€™t care.

Iโ€™m sorry to be harsh, but itโ€™s true. Our organizations and theories for change are important to us. Many communicators live and breathe the brands they work with. It makes sense that we would naturally want to talk about what we know.

But itโ€™s important to remember the environment surrounding our brand. Your audience have seen an average of 4,000 to 10,000 ads during just a day of their busy lives. So by the time they get your email or see your social post, theyโ€™re not as attuned as youโ€™d like to hope.

๐ŸŒบ Flowering & ๐Ÿ‹ Fruitful Member Zone

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  • ๐Ÿ“š Google Search is Getting Worse - We reported last week that more people are using TikTok for search and itโ€™s easy to see why.
    • ๐Ÿค“ The Root ๐ŸŒฑ - The โ€œenshitaficatonโ€ of the Internet continues to fragment where people are getting their information, which helps the rise of disinformation.
  • ๐Ÿ“šTurn Longer YouTube Videos into Shorts - There will now be a โ€œRemixโ€ option on your YouTube clips for editing tools that can reformat your clips into Shorts
    • ๐Ÿค“ The Root ๐ŸŒฑ - YouTube is incentivizing TikTok style videos. If you want to grow on YouTube, test more Shorts.
  • โค๏ธโ€๐Ÿฉน Prevent Burnout with Time Alignment - Between now and February 7th, my friend, Taj Smith, is offering a limited number of 1-hour Time/Energy Alignment sessions for activists looking to avoid burnout.
    • ๐Ÿค“ The Root ๐ŸŒฑ - I love his trauma-informed approach to reorient our time. Help protect your peace for $250.
  • ๐ŸŽฌ If Fonts Hung Out Together - a little font humor for you.
    • ๐Ÿค“ The Root ๐ŸŒฑ - Sometimes I miss the comic sam days of the Internet.
Fruitful Subscribers! this is the last week to get your Content Strategy Hub template for free. Click on the link below to get your copy of the interactive planner. The free link will expire on Sunday. Not yet a subscriber? Upgrade to get your Content Hub free.

And that's a wrap on this weekโ€™s newsletter! We hope you found this newsletter helpful in your work. If you have any topics you want covered or have any questions, please reach out to let us know.

In Solidarity,
Sam Chavez
Roots of Change Founder

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๐ŸŒฑ about the roots of change agency

The Roots of Change Agency was founded to support nonprofits, campaigns, and activists to avoid burnout and tell empathetic stories to cultivate connections that empower social change. We were founded in 2020. Learn more.

Support Our Work

๐Ÿ’ธ shouldn't be a barrier to social change! ๐ŸŒ We believe that the work of social change is for all of us. We aim to have our resources accessible and affordable to anyone who may need them.

๐Ÿงญ branding / strategy๐Ÿ‘จโ€๐Ÿ‘ฉโ€๐Ÿ‘งโ€๐Ÿ‘ฆ for social change communicators ๐Ÿ“š๐Ÿ—ผ๐Ÿ—ž: Newsletter

Sam Chavez

Sam is a writer, strategist, and curious human. She founded the roots of change agency in 2020. Sam is a queer, white, LatinX activist whoโ€™s passionate about a livable planet & equitable societies.


Navigating heart-first activism & storytelling. We explore the ๐ŸŒฑ roots of our world to support communicators, organizations, and activists ๐Ÿฅต to avoid burnout and ๐Ÿ“š tell empathetic stories that cultivate connections that ๐ŸŒ empower โœŠ๐Ÿฝ social change.

Learn more about the Roots of Change Agency.