Your words, their world – Connecting with readers in the new normal
The other morning I was staring at my screen, my mind feeling distracted by the latest news. It just keeps coming. One worrying story after another, making it seem like this will never end. And, before I knew it, I found myself flicking mindlessly through reels. I usually try to stay clear, but sometimes I can’t help craving a little reprieve from all the uncertainty.
Sadly, this is 2026, and the world is in turmoil. It’s not easy to embrace the new normal, is it!
How does it affect your online writing? Are you carrying on as normal, or struggling to find the words? And what about your readers? What if they are harder to reach now because they find it hard to make sense of everything?
Many women I talk to feel unsettled and confused right now, as there’s so much to take in.
In this post, I’ll cover:
- How the outside world has changed and what it’s doing to writers
- Why clarifying your own needs as a reader can help you
- How your readers may be affected and what this means for your writing
- How social media can help you to understand your readers better
- A powerful question to inspire you each time you write
The outside world – and how it affects us inside
Do you think that the world felt safer before the pandemic hit in 2020? I do.
While safety may mean different things to each of us, it feels like the pandemic was just the beginning. Like the opening act of a dramatic opera that offers a sneak peek into the challenges to come.
Since 2020, we’ve seen a lot of difficult times, with wars, the rise of right-wing movements, invasions, and struggling economies. Unemployment is increasing in the US and the UK, and this may affect many people, including those who earn a living through their writing.
Have you ever gone through this much change before?
You can see the change on social media. It often feels like a chaotic mix of upsetting news, perfectly curated moments from people’s lives, entertaining content, and little genuine honesty in between.
Plus, with AI and fake news spreading so quickly, it’s easy to see why we might struggle to tell what’s real and who to trust.
So, what does that mean for us as readers and writers?
Let’s start by finding out a bit more about our current needs as readers.
As a reader, what are you (not) looking for now?
We all understand how draining endless negativity can feel. When I’m in that place, I find it hard to concentrate. The last thing I want to read is a serious blog post or book that requires a lot of focus.
Show me beautiful nature photos with short captions, uplifting blog posts, or a bit of escapism, and everything feels a little brighter.
“Dear Gentle Reader”, … were you too glued to the screen during the latest series of Bridgerton? I truly enjoyed this enchanting dose of fairy-tale magic. It’s so cliché, but was just what I needed!
I think I had been feeling a bit down with all the political news and the record-breaking rain here in the UK.
So perhaps it was not surprising that I got lost in reels too.
Some of what saw really got to me: in this case videos of super-fit super-agers. At first, I thought, ‘good for them!’, but then envy and self-doubt crept in. Why, oh why, couldn’t I be like them?
I know full well that I will never be like that. Especially as my chronic illness comes with real limits and frustrating rules. That’s just how my world is. And I have accepted that.
Usually, I try to be kind to myself and embrace my own journey with understanding and patience. But.
Social media is meant to lure us in
Your idea of self can be fragile when you step, unprepared, into a trap. These are moments when you can’t help but feel small, regardless of how accomplished you are in other areas.
Social media can be manipulative. It’s been designed to get you to use it more. I’m looking at you Meta!
Stumbling into the wrong kind of content, especially when you’re feeling a bit vulnerable, is actually quite easy.
Luckily, recognising this risk can make a big difference. Learning to be more aware gives you an opportunity to be more selective as a reader, and this will improve your online experience. As will not reaching for your phone every time you feel worried or bored and want some distraction.
What kind of content would help you most now?
- Clear, unbiased and unhyped facts you can trust?
- Some light relief from all the never-ending negativity?
- An inspiring and genuine personal perspective from writers you admire?
- Helpful tips to navigate through your personal challenges?
- Or, escaping into a wondrous world of make-believe?
Reviewing what you consume online will help you to protect your boundaries and feel more balanced and supported. After all, you can’t control what happens in the world, but you can decide what you pay attention to and how you respond.
On that note, I have just changed my main news source again (I do like objective facts without the hype and fearmongering), and this has already made quite a difference. I have also tidied up my Facebook feed, by hiding things like unwanted ads and Meta thinks I should see. And elsewhere, I have unfollowed more accounts and newsletters/ Substacks I subscribe to. My preferences as a reader continue to change.
If you too want to be more intentional online, ask yourself this simple but powerful question when you’re reading online:
“How is this benefiting me right now?”
Getting to know your reader’s needs
Take a moment to see things through your ideal reader‘s eyes. If they’re anything like me, their needs, interests, and priorities could have shifted too.
They might be facing more uncertainty than you realise and would appreciate a little extra support and understanding. On the other hand, they could also find life easier to navigate because of greater resilience or favourable personal circumstances. It all depends on who they are.
Whatever your blog’s theme, taking a moment to consider your ideal reader every now and then can be incredibly valuable. By understanding their current worries and concerns, you can adapt your writing to encourage a stronger connection.
It’s wise not to assume everything is exactly as it used to be. This way, you can keep your words helpful and considerate.
Have you thought about what your readers might be looking for? More information, distraction, or inspiration? What about empathy, hope, or reassurance?
A few ideas to get you started
Whenever I want to know what’s going on for my followers, I look at my social feeds. There is so much we can learn from the right kind of followers who also happen to be active online.
If you’re unsure about your ideal reader but already have a range of posts on your site, it may be worth checking out your recent stats. You could get some helpful insights that way:
- Which topics or headlines are getting the most clicks?
- Consequently, what topics are of less interest now?
If you have a newsletter, you could also ask your readers directly. Or join specialist social media groups where people might share more openly what they are thinking.
What do you think you will find?
And if you’re fairly new to online writing, please keep reading. I’m here to help you along your journey.
Use your social presence wisely
From a writer’s perspective, social media is a fantastic space to build a community. But it’s even more than that, when you try out different approaches and topics. If you discover something new that resonates with your followers, you can always use that and delve deeper on your blog.
That way, you bring people back to your main platform, where you can create a more personalised and welcoming space for your readers.
A few things I noticed recently
Stories feature more than ever – everywhere! Stories are accessible. They can help us to embrace the new normal too.
- Facebook has become a very popular storytelling space, especially for inspirational posts. I see lots of interesting stories there that are significantly longer than typical social media updates, but shorter than full blog posts. This makes them perfect for engaging and inspiring your audience.
- Although navigating the tricky algorithms on Instagram can be challenging, I still enjoy this place the most. Plus, many of my readers are there too. Thoughtful posts still seem to do well there so I like sharing photos with little joyful or not-so-perfect stories from my everyday life. Although I may not have a huge following, it’s heartwarming to see followers connect with my musings.
- On X and Threads, writers frequently share their longer stories by dividing them into a series of short interconnected posts, or threads. This approach has become quite popular on both platforms. X has changed too much for me in recent years, and I find Threads much friendlier. It also has an active reader and writer community!
- Substack started as a subscription-based writing platform, but its Notes feature makes it feel more like a social media space. As an avid Substack reader (rather than writer), I can see it’s a great place to share thoughtful content and personal reflections, and to connect with fellow writers and readers alike.
On a final note, …uncertainty also has a positive side
It can also help bring people closer, creating a warm feeling of empathy and community. Especially through connecting in honest and open conversations online.
The scriptwriter of one of my favourite TV hospital dramas came up with a superb idea by giving the medical director a simple question for every stressful situation he encountered, ‘How can I help?’
Four powerful words that beautifully capture the spirit of kindness and support.
Imagine if they could serve as an uplifting motto for online writers like us. “How can I help?’ could open the door to true connection and encourage us to support each other more online!
Images are courtesy of Unsplash and Pixabay. .
