Engagement is the powerful drug of social platforms. Sometimes it is blatant and in your face, such as a notice that your post is trending. More often it is wrapped as a feature, such as analytics as addiction letting you know how many views, likes, and other such engagement your post receives. This feedback loop is a slot machine: random, addictive, and unpredictable.

Being a blogger removes all of that. As Manton Reece, the creator of micro.blog, recently shared no one cares (for now), and that is okay. This is writing on the web. First off it is almost always harder to write a blog post. This post has structure, sentences and paragraphs, not just a “blurb” spewed into the melee. Actual thoughts strung together with English grammar. The open web lacks engagement devices such as those views, likes, and “re-whatevers”. You may trigger an email. I got one of those this morning from Manu on a post I wrote yesterday. That’s rare. And no one else knows. No one sees that I received a “❤️ 1”.

So why do it? Why write post after post into the void with nobody engaging? Why bother with a more difficult approach?

I’ve been blogging for two decades. It isn’t all that different from journaling, but it is completely open and world readable. I would encourage bloggers to not think about the individual post. Instead, think about the collection of writing, over weeks and years, as a body of work. It is a body of work that you are constantly adding to. Growing and improving. The individual post is but one breath. It comes and goes. But over the course of time this adds up. It is the cumulative action that creates something truly great.

But who is your audience? Who is this for? You. Yourself. Your family. Your friends. Your friend’s friends. Your neighborhood. And they can have it whenever they want. As a gift. A gift from you to them. Not a gift to be measured in engagement, but instead as a body of work. A gift to the web, which is a gift to people.