The idea is to stop throwing darts at an unfathomable board. Aim instead for the bullseye: your niche communities, the nooks and crannies of your brand’s fandom where you’d be welcomed as a guest, not an intruder. And when you find them, gin up the courage to speak directly and authentically to them with something meaningful and interesting to say. Show them you understand and are working hard to make it better, whatever it is (and hopefully for good, not evil). 

Brands who’ll succeed in this new era are those pursuing marketing approaches that prioritize specialized subcultures and communities over blindly targeting mass audiences. It’s not easy to start thinking about specific markets and micro-influence, especially for brands who’ve been used to measuring success by scale and mass influence. But when it’s done well, the impact can be significant: Nike standing behind Kaepernick. McDonald’s releasing adult Happy Meal toys with Cactus Plant Flea Market. Teyana Taylor celebrating Harlem for Jordan Brand. Delta being styled by Issa Rae. 

By engaging with particular subcultures, and devoting dollars to providing value to them, marketers can build genuine connections, foster brand loyalty, drive valuable relationships that contribute to long-term business objectives and achieve more effective marketing results.