The notion of a micro-community is not novel. In times past, these entities were known as tribes and held tremendous sway. However, what exactly is a micro-community, and why must brands start paying attention to this influential group?
In this video, I explain the concept of a micro-community and its importance to brand marketing.
What is a micro-community, you ask?
A micro-community is a subset of a broader audience with common interests, viewpoints, or ideologies. For example, many studies group Gen Zers into a single box and issue blanket statements regarding their behavior. Sadly, this approach overlooks that Gen Z comprises many groups and subcultures, from XBOX enthusiasts to those passionate about social justice. These audience groups manifest online and offline, often independent of larger social networks or communities.
The effectiveness of a micro-community lies in its ability to foster highly-engaged and indelible interactions. By focusing on these tribes, you can cater to their trigger points and boost engagement. This, in turn, can help you establish yourself as a reliable source of information within this micro-community, ultimately resulting in a more memorable brand experience.
But that’s not all.
By tapping into micro-community conversations, you can extract actionable insights into their culture, values, and popular subjects. By interrogating data and keeping a pulse on what’s top of mind, you can pinpoint sub-narratives that inform content creation, social media strategy, and media outreach. This can assist you in devising customer experiences that deliver lifetime customer value.
Lastly, and if executed precisely, you can recruit members of a micro-community to become brand advocates. This variety of earned media can prove highly effective, as people are more inclined to trust individuals from their community than professional content creators.