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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?<\/p>\n\n\n\n
In this video, I explain the concept of a micro-community and its importance to brand marketing.<\/p>\n\n\n\n
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.<\/p>\n\n\n\n
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.<\/p>\n\n\n\n
But that’s not all.<\/p>\n\n\n\n
You can extract actionable insights into their culture, values, and popular subjects by tapping into micro-community conversations. You can pinpoint sub-narratives that inform content creation, social media strategy, and PR outreach<\/a> by interrogating data and keeping a pulse on what’s top of mind. This can assist you in devising customer experiences that deliver lifetime customer value.<\/p>\n\n\n\nLastly, and if executed precisely, you can recruit members of a micro-community to become brand advocates. This variety of earned media<\/a> can prove highly effective, as people are more inclined to trust individuals from their community than professional content creators<\/a>.<\/p>\n\n\n