When enough people in a network become connected, the audience stops being a set of small, separate groups and turns into one big, active community. Below that point, engagement stays low. But once the network passes the tipping point, ideas and content spread easily, and the audience becomes a self-sustaining community – giving the sort of organic advertising money can't buy.

It's the biggest, most active group of people who regularly interact and share similar interests. Because their engagement reinforces itself, this group is far more valuable – they buy more, stay longer, and show up more often. Finding and supporting this core audience is key to any modern audience strategy.