The social media era seems to have made brands less significant. Before social media, brands could make their name relevant by buying their way in through paid ads, TV shows, or simply sponsoring popular events or entertainment. Technology like DVRs and cable brought down some of these paid marketing methods because it allowed audiences to opt-out of paid ads during their favorite TV show.  This made it very hard for brands to buy “fame”.

Brands are now facing new competition: the crowd itself. Social media binds
together communities that were once geographically isolated, creating a crowdculture, a new phenomenon where digital crowds create their own “heroes” and their cultural influence. Today we find crowdcultures around any topic: Beauty, latina professionals, music, and many others. These groups or subcultures are the ones pushing products, new ideas, and lifestyle trends.

Brands needs to re-consider their current approach and look for how they can “collaborate” with these digital sub-cultures, rather than continue creating “branded digital content” that only generates a few followers.

Unfortunately, most brands are losing opportunities to collaborate with these digital crowdcultures because of their much “organized” marketing efforts and bureaucracies. This model doesn’t work with the accelerated digital cultural speed in today’s global mind-set.

Companies continue to ignore being part of “the consumer journey” rather than continue creating brand new content that is not part of the crowdculture power. The world of marketing today is about empowering a sub-culture that best fits your brand and being part of their everyday journey.

Today the “protagonist” is the consumer which has the power through their crowdcultures group. They are giving brands an opportunity to collaborate with them, and their specific interest and journey. This gives brands the chance to create a relationship with these crowdcultures through their special interests.

Brands, need to “collaborate” with crowdcultures and become part of their story, which will make your message resonate with your followers… Join the momentum and become part of a resonating crowdculture.

By: Milena Tous,

Topic inspiration credited to: Harvard Business Review, March 2016 “Branding in the Age of Social Media”