Thinking about the audience you are writing to is quite essential. You need to think who are the people reading your texts. What they want to read and what is the correct tone to catch their attention.
Thinking about your readers can also be intimidating. What will they think about your content? And what would they think about you after reading what you have said. It can really hold you back. You start to think too much about those reactions instead of your content.
The truth is nobody wants to read what you write. They don't care about you or your words. Yes, despite this people end up reading your posts. For a reason or another, but it's not given. Just writing isn't enough for that.
So just let yourself free. Sure, you can keep your expected audience in mind. But in the end, you should just write for yourself. Write something that you yourself would be happy to read. And suddenly, you'll notice yourself writing more relaxed and open. And I guarantee that will show. Others will be more inclined to read whatever you write when you are not holding back.
Let your fingers dance on the keyboard like nobody is watching.