Welcome to the Digital Dispatch, our weekly deep dive into social trends and the data that turns them into growth strategies.
April has arrived and, with it, comes the spring clean… and we don’t mean #CleanTok. This year, users are purging their following list and muting brands. They are literally spring cleaning their digital lives.
Industry reports show users are now 3x more likely to share content via DMs or Close Friends than on their public grid. People aren’t switching off, instead they’re retreating into tighter, curated circles where content is made for them.
Coachella this weekend is the clearest live example of this in practice. The content that is actually cutting through isn’t the standard “I was there” post. It’s the subculture survival guides, built around specific cliques within the festival like #DesertGoth or #SoberChella.
Users no longer want to be bombarded with the feeling of FOMO, but uplifted by their favourite community. So, if your brand is activating at festivals this season, dive deep into the soul of a single sub-sect rather than trying to capture the perfect moment.
This insight applies well beyond festival season. Attention hasn’t gone anywhere, it has just reorganised itself into smaller, more intentional spaces. The opportunity is to show up inside those spaces in an organic way.
Influencers act as a powerful bridge between brands and these close community spaces. Our data shows an increased engagement for “micro-experts” – the creators with under 10k followers who have an informed authority in niche subjects.
To win this quarter, brands must be the one voice your audience refuses to mute. Don’t post for the algorithm, post for the users actively looking for their community online. A great place to start is partnering with their favourite community ambassadors.
Tune back in next week for another edition of the Digital Dispatch. See you there!
