Why Can't Your Documentary Find an Audience? l Deep Dive on Ep. 284

When did your audience stop being people and become a number?

Most independent films and podcasts do not fail because the work is bad. They fail because no one ever felt like they belonged to them. This Deep Dive is about how to build an audience for your documentary before it is ever released, and the one ingredient that decides whether people stay with what you make.

In this Deep Dive on Documentary First Episode 284 with Dutch filmmaker Jonathan de Jong, host Christian Taylor takes the idea at the heart of his film “Human Forever,” the most-watched human interest documentary in Dutch cinema history, and follows it somewhere unexpected: the same thing that makes dementia care humane is the thing that built his audience.

The spine of the episode is a single word, belonging. Jonathan says the most dangerous part of dementia is not the diagnosis, it is the feeling of not belonging. Christian tests that idea against her own father’s move into memory care this month, then turns it on filmmakers through Martin Buber’s 1923 book “I and Thou” and the difference between treating a person as an “It” and meeting them as a “Thou.” The through line: build belonging before you build buzz.

In this episode, Christian explores:

Why the feeling of not belonging is the most dangerous part of dementia, in Jonathan de Jong’s own wordsThe one ingredient that decides whether people stay with what you makeHow Jonathan built an audience for “Human Forever” before a single frame was shotWhy building a movement beat marketing a filmWhat belonging looks like in one real room, on her father’s move dayMartin Buber’s “I and Thou” and the difference between an It and a ThouHow filmmaking goes wrong the moment your audience becomes a numberWhy you invite people to belong instead of reaching for themThe question to ask about anyone you put in front of your cameraWhat a documentary about dementia can teach any filmmaker about reach

CHAPTERS

0:00 The Secret That Keeps an Audience

2:04 The Most Dangerous Feeling

5:16 The People and the Plan

7:53 Build Belonging Before Buzz

11:26 Meet Them, Don’t Aim