Why You Don’t Need a Huge Following to Land Media Coverage

In today’s influencer-saturated world, it’s easy to assume that only those with massive social media followings get featured on TV, in magazines, or on podcasts. But here’s the truth: you don’t need a huge following to land media coverage. What journalists, producers, and hosts care about most isn’t your follower count; it’s your story, your expertise, and your ability to provide value to their audience.

Let’s bust the myth that only influencers get booked and explore how you can successfully secure media without a big following.

1. Media Values Expertise Over Popularity

While having a big audience might help in some marketing campaigns, it’s not a top priority for most media outlets. Journalists are looking for credible experts who can speak clearly, confidently, and insightfully on topics their viewers or readers care about.

If you’re a professional with real experience — whether that’s as a healthcare expert, business owner, author, lawyer, or tech specialist — you already have what many media producers are seeking. They want people who can provide timely commentary, explain complex issues simply, or share unique, newsworthy stories. And none of that requires a six-figure Instagram following.

2. Producers Book Experts, Not Influencers

Producers and editors are tasked with creating informative, entertaining content — not promoting personalities. If you can solve a problem, educate the public, or share relevant advice in an engaging way, you’re exactly who they want. In fact, some producers actually prefer guests who aren’t social media stars because they’re less likely to come off as self-promotional and more focused on serving the TV segment booked via a booking agent.

So whether you’re a local business owner or a startup founder, you can land a spot on a local morning show or get quoted in a national publication — even if your online audience is small.

3. Being “Media-Ready” Matters More Than Being Popular

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What sets media-worthy guests apart is preparation, not popularity. If you can deliver a concise message on live TV, avoid jargon while explaining your area of expertise, or tie your knowledge to current events or trending topics, you’re good to go. These are the real criteria that determine whether you’re ready for media opportunities.

Journalists are busy, and they appreciate sources who can give clear, useful answers and stay on message. The more prepared and professional you are in your pitch and your radio guest show appearance, the more likely you are to get booked again — regardless of your follower count.

4. Authenticity Wins Over Vanity Metrics

In a world increasingly skeptical of “influencer culture,” authenticity goes a long way. Audiences crave real, relatable voices, especially from professionals who don’t fit the influencer mold. Many journalists want to showcase voices from underrepresented backgrounds or highlight people doing meaningful work behind the scenes.

By focusing on the real impact you’ve made, rather than trying to pad your numbers, you’ll position yourself as a trustworthy source that media outlets want to spotlight. This is where media without a big following becomes a competitive advantage rather than a limitation.

5. Your Story Is Your Superpower

What the media loves most is a powerful, human story. Your personal journey, the obstacles you’ve overcome, and your passion for helping others can be just as compelling as your credentials. If you can frame your expertise through the lens of a story — something that connects emotionally or aligns with current news cycles — you’ll naturally draw interest from journalists.

Don’t underestimate the value of your lived experience. People want to hear from real people, not just polished influencers with perfect feeds.

6. Quality Coverage Boosts Your Visibility

A picture of a person typing on a laptop

When you land media coverage, it gives you third-party validation that instantly elevates your credibility. You can then repurpose that coverage across your marketing channels, building trust with potential clients, partners, or customers.

Even if only a few people see your radio interview booked through a booking agent live, you can extend its shelf life through social media snippets, email marketing, and your website. Over time, this creates a snowball effect: one feature leads to another, and your visibility grows organically, not artificially.

How to Pitch Effectively Without a Big Platform

So, how do you start pitching if you don’t have thousands of followers? Here are some tips:

Lead with your expertise, not your follower count.
Tie your pitch to current trends, seasonal themes, or breaking news.
Include a clear media hook — why your topic matters now.
Be professional, concise, and respectful of the journalist’s time.
Offer examples of past speaking engagements, even if they’re small.
Use testimonials, client success stories, or compelling personal anecdotes to establish credibility.

You’re More Media-Ready Than You Think

Looking to land media coverage? At OTA Talent, we believe that visibility isn’t reserved for the already-famous. We help coaches, authors, lawyers, and other professionals land powerful media opportunities based on their expertise — not their follower count. Our services include TV booking agents for lawyers, TV booking for medical professionals, podcast guest placement services, and more.