The power of niche communities
Meroweh Ansari-Beni, Head of Video at social media agency Coolr believes that by meaningfully tapping into evolving subcultures and micro trends, brands can be authentic without trying to appeal to everyone at once.
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Colonel Sanders may have concocted the perfect recipe for Kentucky fried chicken - but when it comes to cooking up content that resonates with large audiences, few come close to Amelia Dimoldenberg, host of the spicy Chicken Shop Date YouTube series.
As Chicken Shop Date celebrates its 10-year anniversary, Dimoldenberg’s unique interviewing style - one that pairs A-list celebrities with deep fat fryers and golden fries - has left viewers doubled over with laughter. But unlike KFC’s founder-turned-mascot, she hasn’t kept a lid on the secret to her success.
The more personal the content, the greater chance it will strike a chord on a larger scale.
At Cannes this year, Dimoldenberg shed some light on her approach – targeting small communities: “My friends have amazing taste, and so does my sister. By making something for such a specific person or a small group of people, I feel like I’ve been able to connect with a bigger audience.”
At first, this might feel discouraging for brand marketers looking to replicate her strategy. After all, not everyone can rely on friends and family for sound creative feedback. But her point is universal: the more personal and relevant the content, the greater chance it will strike a chord on a larger scale.
Plenty of brands have tried to apply this methodology in recent years by targeting niche communities and subcultures, but showing up is only the start. To truly win, brands must activate meaningfully in these spaces - and crucially, do so with authenticity.
Above: Amelia Dimoldenberg (left) host and creator of the celebrity interview show Chicken Shop Date says the more personal and specific the content, the more it tends to resonate.
Consumers are changing the channel
The cultural narrative was once dictated solely by tentpole broadcast events. Think of the way a shock firing from The Apprentice dominated watercooler chats.
Particularised communities thrive organically under the surface.
Although still important, these moments are no longer the only cultural touchpoints. Conversations now take place across multiple platforms – and far beyond the physical world.
Online spaces are a constantly connecting people and helping them share their passions and while flagship topics like major sports finals and music tours dominate headlines, more particularised communities thrive organically under the surface.
These micro-trends may seem niche, but time and again they’ve successfully scaled into mass culture. Take ‘WaterTok’ - who could have predicted that seemingly banal water “recipes” would sweep TikTok and elevate Stanley cups into a cultural institution.
Above: Joseph Anthonii is a popular purveyor of ‘water recipes’ on TikTok.
For Stanley, the ‘#stanleycup’ trend could have quickly fizzled out without the brand’s swift, strategic response. Whether through partnerships with relevant influencers, features in targeted shopping publications or authentic feel-good gestures (like the CEO offering to buy a car for a woman whose Stanley-related video went viral), every move felt genuine.
Marketers must also consider the aesthetics and narratives that Gen Z are creating and sharing themselves.
That’s the catalyst for successful culture-jacking. Being an early mover is worthless if you simply push a product. Connecting meaningfully requires that brands embed themselves in communities and add real value - particularly when building relationships with younger, more perceptive audiences.
Inspiring loyalty amongst digital natives
Future success means fostering genuine relationships with the next generation of buyers. For Gen Z, the foundation is transparency. With a recent study in Social Media Today showing that 90 per cent of ad-exhausted Gen Z consumers saying authenticity influences their purchasing decisions, this can’t be a bolt-on. It needs to be baked in from the start.
But it’s not just aligning with values that count. Marketers must also consider the aesthetics and narratives that Gen Z are creating and sharing themselves. This generation isn’t just resurfacing old subcultures; they’re remixing them for a digital-first world.
Case in point: ‘nowstalgia’. Gen Z loves putting a fresh spin on vintage fashion - an insight that inspired Dr. Martens’ Buzz shoe, released earlier this year. By resurrecting styles from its 90’s archive, the brand empowered its community to celebrate heritage while making it feel fresh.
Above: Dr Martens 90s-inspired Buzz shoe appealed to Gen Z’s love of vintage artefacts.
Equally, staying close to nano and micro-influencers pays dividends. What they lack in reach, they make up for in authenticity: they speak the same language and face the same challenges as their communities.
For Garage Beers, the alcohol brand owned by NFL stars Jason and Travis Kelce, this meant partnering with creators like Zarkticut and Drew Garrison. Instead of relying on celebrity endorsements, the brand used comedic posts about regular hobbies such as playing golf or preparing for a family BBQ to target real people.
Dimoldenberg’s lesson was that it’s not just a logo or product placement that will see subcultures open the door to brands. Today’s audiences are hungry for connection - but only when there’s a legitimate, concerted effort to build those bridges. Now isn’t that some food for thought…
