{"id":19122,"date":"2021-10-21T13:16:56","date_gmt":"2021-10-21T13:16:56","guid":{"rendered":"https:\/\/thesocialelement.agency\/?p=19122"},"modified":"2021-11-23T12:11:06","modified_gmt":"2021-11-23T12:11:06","slug":"marketing-to-fandoms","status":"publish","type":"post","link":"https:\/\/thesocialelement.agency\/marketing-to-fandoms","title":{"rendered":"Marketing To Fandoms Without Selling Out"},"content":{"rendered":"\n

Have your social channels started feeling less and less personal over the last year? So many of my friends complain that their feeds are full of people selling things. I, for one, often worry about the random comments relatives will leave on my pictures. And let\u2019s not talk about our overly politicized friends and former colleagues calling each other names (we all have those, right?).  <\/strong><\/p>\n\n\n\n

This is the problem with huge platforms catering to huge audiences and why people are moving on. <\/p>\n\n\n\n

Social Media is undergoing a massive shift<\/a> away from major platforms and into smaller interest based groups, or Fandoms, because of safety and trust. Trusted creators and fandoms are more powerful than friends of friends or influencers, in keeping people on platforms, and platforms and brands are catering to trusted creators. As marketers, we need to fine tune our strategies to engage with smaller groups, because the new social user is more savvy and is sick of being sold to.<\/p>\n\n\n\n

Platforms rushing to accommodate social commerce and offer more incentives and features to creators might be missing the point <\/h2>\n\n\n\n

Major platforms have so many users and fake users that they can scarcely keep an official count.<\/a> With fake news, fake friends, and real friends who are social selling, audiences are exhausted by voyeurism and preferences are moving towards intimate conversations in their peer or interest groups. <\/p>\n\n\n\n

Platforms rushing to accommodate social commerce and offer more incentives and features to creators might be missing the point. Giving users who are already flooding platforms with sales pitches (looking at you LulaRoe Leggings), the ability to make more money from more posts, is alienating the non selling authentic audience. The pandemic was a tipping point of when users made the move to more secure platforms<\/a> to avoid having to vet information or be targeted by ads. So what are platforms doing to compete for creators and keep users?<\/p>\n\n\n\n

The Competition for Creators <\/h2>\n\n\n\n

Creators are the currency platforms are trading in and platform success depends on creators bringing users, or fandoms. Major platforms are investing big money to keep them or attract them. In 2020 and 2021 there has been an escalation in spending on features and compensation structures from tokens, to snaps, to paywalls, to accommodate creators. <\/p>\n\n\n\n