Your idea must be targeted to an audience that you are most interested in communicating with. These are also the same people most likely to socialize your content. If you try to appeal your content to everyone, you end up appealing to no one. The tinier and more specific the target audience, the simpler it is to create focused communication that will move your reader and viewer of content to action. “The medium is the message” was instituted by Marshall McLuhan, a Canadian communication theorist, in his book The Extensions of Man. McLuhan theorizes that a communication medium itself, not the messages it carries, should be the primary focus of study. He showed that artifacts as media affect any society by their characteristics or content. So, for McLuhan, it was the medium itself that shaped and controlled “the scale and form of human association and action,” which invariably leads to quality content creation.