emerging
Niche Power
Niche interests and deep fandoms are growing, offering brands opportunities to connect with engaged communities.
Timeframe
near-term
Subcategories
Detailed Analysis
The rise of niche interest communities and influential creators presents new avenues for brand growth. These communities offer authentic connections with audiences that may be difficult to reach through traditional channels. The report notes, "There is considerable volume in niche interests and deep fandoms, with content creators across the spectrum valued for their opinions on all sorts of products and areas of life."
Context Signals
CMOs are increasing investment in short-form content, influencer marketing, and livestreams.
Platforms like Reddit are developing tools for brands to engage with communities.
Examples of niche communities include Xianyu literature, r/Costco, and r/Silverado.
Edge
New business models will emerge to reflect the true value of creators and communities.
More personality-led brands will develop, similar to influencer restaurants and foods.
Brands will leverage niche communities for product development and feedback.
