Social media has rapidly expanded the amount of available information, resulting in a more interconnected world than ever before. Our digital transformation has allowed audiences to discover content tailored just for them – no matter how specific, niche, or obscure.
Today, consumers regularly form micro-communities around topics as narrow as: the art of hair dying, of roasting coffee, and yes, even of making the perfect cheese board.
These communities are built on a fundamental truth: people find comfort in knowing that there are others out there who love what they love. In the pre-internet age, however, the opportunities to find and connect with like minded individuals was limited to the occasional fan convention or club gathering. By contrast, the digital world has created a space where groups can quickly connect over even the most specialized topics.
This content abundance is ultimately changing the way viewers consume media, and thus requires that marketers take a more nuanced approach when it comes to targeting. Categories that were once considered specific, such as “beauty”, “entertainment”, and “food” now seem clunky and vague when compared to the level of content diversity we see today.
Thankfully, image recognition software allows us to quickly sort creators into highly-specific categories at lightning speed, a feat that would take thousands of man-hours to complete manually. Artificial Intelligence also allows us to compare what type of content performs best in different contexts. Thus, influencer marketers can drill down into the data and come up with informed, creative concepts that resonate with even the most narrow audiences. Is your brand hoping to launch a new charcuterie board this summer? Skip the generic cooking billboards, because believe it or not, there’s more than one influencer out there for you.
Audience fragmentation is a tremendous opportunity for marketers to connect brands and consumers with greater precision than ever before. But in order to succeed, marketers must shift their approach to center around relevance, instead of other vanity metrics such as audience size.
As you can imagine, more specific topics tend to attract smaller audiences. But you would be surprised to know that’s not always the case. Just look at cheese board influencer Marissa Mullen, who enjoys over 110,000 followers on her account @thatcheeseplate. And yes, we’re fans of cheese plates here at Open Influence if you couldn’t tell.
All joking aside, never forget big things sometimes come in small packages. As we’ve discussed, micro-influencers have proven to have highly engaged audiences, which is the ultimate goal for brands. Whether big or small, narrow or wide, influencer marketing gives you access to the full consumer spectrum. Are you ready to leverage the power of niche communities? Connect with us on social media to discuss your ideas!