current
Fandoms: Nurturing the Niche
Brands are building affinity by tapping into niche fandoms and micro-communities, connecting with content creators who co-create alongside their followers.
Timeframe
near-term
Subcategories
Impact areas
Detailed Analysis
As online culture fragments, brands are finding success by speaking directly to tight-knit groups united by shared passions. These online spaces offer a sense of belonging, and brands are leveraging this by engaging with micro-influencers and creating targeted campaigns. Burberry's TikTok campaign, for example, tapped into 'toast art' to recreate their signature check with jam, celebrating British humor and winning a Wood Pencil in Luxury. This approach allows brands to connect with specific audiences on a deeper level.
Context Signals
23% of Gen Z and millennials are interested in buying directly from influencers (Tint 2023 Study)
84% say that the community surrounding a brand impacts their feelings about it (WGSN Insight Survey)
Taylor Swift's 'Swifties' and Charli XCX's Brat club exemplify the economic power of fandoms.
Edge
Brands will increasingly leverage AI to identify and target niche communities.
Expect a rise in hyper-personalized marketing campaigns tailored to individual fandoms.
The metaverse will provide new opportunities for brands to engage with niche communities in immersive experiences.
