Embracing Intimacy: The Social Media Shift Towards Smaller Communities
In the ever-evolving landscape of social media, a noticeable shift is taking place as users seek more meaningful connections in smaller, more intimate communities. The era of massive follower counts and global interactions is giving way to a desire for authentic, personalized experiences. This emerging trend is reshaping the way we connect, share, and engage online.
The benefits of building smaller communities are:
Smaller Communities Elevate Authenticity Over Popularity
Larger social media platforms often prioritize popularity, encouraging users to amass large follower counts. However, in smaller communities, authenticity takes precedence. Users are more likely to engage with content that reflects genuine interests and experiences rather than what's trending on a global scale.
Smaller Communities Allow For Deeper Connections
Smaller communities foster deeper connections between members. Users are more likely to engage in meaningful conversations, share personal stories, and offer support to one another. This shift from broad, shallow interactions to focused, meaningful connections is contributing to a more supportive and understanding online environment.
Brands Are Creating Niche Communities for Specialized Interests
Social media platforms are diversifying to cater to specific interests and hobbies. Whether it's a niche subreddit, Instagram Notes, Instagram Close Friends, Instagram Broadcast Channel, a private Facebook group, a Substack, or a specialized forum, users are finding joy in connecting with like-minded individuals who share their passions. This trend encourages a more engaged and dedicated user base.
Accounts With Smaller Followings Have More Engagement
As users gravitate towards smaller communities, micro-influencers — individuals with a smaller but highly engaged following — are gaining prominence. These influencers are seen as more relatable, and their recommendations and opinions carry weight within their niche communities. The bigger the following the less the connection the account has with their followers. Micro-influencers with 25,000 to 125,000 followers are more impactful to some companies.
Smaller Communities Are Forming Around Specific Markets and Interests
Smaller communities often revolve around local interests or specific demographics, allowing micro-influencers to have a more significant impact on their audience. This hyper-local approach is particularly appealing for businesses and brands looking to connect with a specific market segment.
Smaller Communities Alleviate Some Privacy Concerns
The shift towards smaller communities is, in part, a response to growing privacy concerns on mainstream social media platforms. Users are becoming more cautious about sharing personal information in public spaces and are seeking platforms that prioritize their privacy.
Smaller Communities Are Better For Mental Well-Being
The constant barrage of information and the pressure to curate a perfect online persona have led to increased concerns about mental health. Smaller communities, with their more focused and supportive nature, provide a refuge for users seeking a healthier online experience.
The challenges to managing a smaller community are:
Though there are many benefits to creating smaller, more niche communities online, there are some challenges that brands need to be ready to address.
Moderation and Community Guidelines: Maintaining the quality of interactions within smaller communities requires effective moderation and clear community guidelines. Striking the right balance between freedom of expression and maintaining a positive environment is crucial.
Monetization Challenges: While smaller communities offer a more engaged audience, monetizing these spaces can be challenging compared to the reach of larger platforms. Exploring innovative revenue models, such as direct community support or subscription-based content, presents an opportunity for sustainable growth.
If you are looking for ways to create and engage with smaller, more niche communities online, consider the following platforms or tools:
Reddit on a niche subreddit: A subreddit is a forum dedicated to a specific topic on the website Reddit. Click here to learn more.
Instagram Notes: Notes gives you a personal space to share updates as short posts with certain people. Replies to your note are sent as messages on Instagram. Click here for instructions on how to use them.
Instagram Close Friends: You can create a Close Friends list on Instagram so that when you share things like a post, note, reel, or story, you can choose for only people on that list to see it. Click here for instructions on how to use it.
Instagram Broadcast Channel: Broadcast channels are a public, one-to-many messaging tool for creators to directly engage with their followers at scale. Creators can use broadcast channels to help followers stay in-the-know with the latest updates and behind-the-scenes moments using text, photo, video, voice notes and polls. Followers can react to content and participate in polls. Click here for instructions on how to use it.
A Facebook group: You can keep it private and invite people to join through a link on your other communications channels, or you can leave it open and allow people to find it through search. Click here to learn how to set it up.
Substack: While this is an email newsletter platform (an email in itself is a niche community), one of the features is Notes where the author can start threaded conversations with their subscribers. Click here to learn more.
A dedicated forum app: Depending on the features you’d like and your audience (where they are likely to spend time), you can look at tools like Discord, Slack, Geneva, and Tribe (to name just a few) for setting up and engaging with your community.
The social media landscape is undergoing a transformation as users seek more intimate, meaningful connections in smaller communities. This shift towards authenticity, deeper connections, and niche interests reflects a desire for a more personalized and supportive online experience. As we navigate this evolving terrain, it is essential for both users and platforms to strike a balance between privacy, engagement, and well-being, ensuring that the future of social media remains both enriching and sustainable. If you’d like to talk more about this or need help setting up and engaging with your community, let’s chat!
