Audience engagement isn’t just about getting views or likes—it’s about building meaningful connections that resonate with real people. As we step into 2025, social platforms are shifting from follower-based metrics to interest-driven algorithms, leveling the playing field for smaller creators who prioritize authenticity over aesthetics. Fandoms, micro and nano influencers, and hyper-specific communities are redefining how brands interact with audiences, creating opportunities for deeper relationships and lasting impact. Let’s explore how brands can harness the power of these trends to connect with communities in fresh, compelling ways.
#1 The Interest Graph Levels the Playing Field.
Interest-driven social media algorithms have shifted the focus from who you are to what you’re sharing. Unlike the social graph (also known as the follower graph), which prioritizes the number of connections or status of a creator, the interest graph zeroes in on whether content resonates. It doesn’t care about polished aesthetics, blue chip status, a blue checkmark, or follower counts—it cares about relevance.
For brands, interest graph content is a game-changer, offering new ways to target hyper-specific audiences and connect with people who may not even yet know that they care about a brand’s message.
Why it matters
The interest graph has created a bona fide meritocracy across social platforms. For brands, this means the old rules of choosing influencers based on their follower count or overall aesthetic no longer apply. Instead, the focus is on whether a creator’s content connects with the right audience. This shift opens doors for brands to work with micro and nano influencers who, despite smaller followings, have highly engaged communities built around shared passions. It also levels the playing field for new creators, making interest-driven platforms like YouTube Shorts, Reels, and even Reddit fertile ground for discovering untapped talent.
What to do now
- Rethink influencer selection criteria. Focus on whether a creator has the attention of your target audience—not whether they’re part of it.
- Invest in partnerships with micro and nano influencers who can authentically speak to niche communities that align with your brand’s goals.
- Use data and platform tools to identify trending content or emerging creators who are gaining traction because of the interest graph.
- Lean into experimental formats that test how your brand performs in these hyper-specific spaces, from fandom-driven subreddits to TikTok trends.
#2 Fandoms Drive Influence.
One of my favorite creator economy trends? Fandom. I’m an avid (or rabid, depending on the franchise) member of a handful of fan communities. Like, I’m not ashamed to say I’ve watched entire movie collections in timeline order over a single weekend… but I haven’t ascended to ComiCon-level fandom just yet. I will wear merch to the film and cheer and cry (just the one time), but I draw the line at dressing like a character. Fine line. Fan, not impersonator.
Fandom—these niche, loyalty-driven communities—has become a powerful force for brands looking to amplify their messaging and extend the lifespan of campaigns. Nothing does this quite like fandom. These communities live on YouTube channels, subreddits, artist Discords, Facebook groups, and other digital spaces where shared passions foster deep, authentic connections. For brands, the opportunity isn’t just to reach an audience—it’s to become part of their world.
Why it matters
Fandoms create unparalleled opportunities for brands to tap into emotional connections and shared values. They aren’t just audiences—they’re collaborators in shaping cultural relevance. Adults, for example, are now the largest consumers of toys, spending $1.5 billion on collectibles like action figures in just the first four months of 2024. These communities aren’t just consuming—they’re amplifying campaigns through organic UGC (including Easter egg videos – I watch SO MANY Easter egg videos), discussions, and even memes (I have so many fan memes saved – so many memes), extending the conversation far beyond the initial launch. Fan communities are also a treasure trove of ideas for future products, launches, and creative collaborations, making them invaluable to brands that want to stay culturally relevant.
What to do now
- Partner with influencers who are deeply connected to fandoms aligned with your brand. These creators are trusted figures within their communities and can bridge the gap between your brand and loyal audiences.
- Celebrate fandoms through exclusive campaigns like limited-edition products, co-branded collectibles, or sneak peeks that spark excitement and engagement. And this isn’t limited to partnering with creators who are known for creating fan content. I found out about the voice-activated transforming Megatron through a Jordan Howlett video. And I watch Jordan Howlett… well, because I’m human. But now I know these things exist. And that dreams come true. Thanks, Jordan.
- Use fandoms’ nostalgia and passion to shape future launches. Monitor their conversations and trends—we fans are often ahead of the curve on what’s next in culture.
#3 Micro and Nano Influencers: The Hidden Engines of Influence in 2025
When we talk about influencer marketing, it’s easy to picture celebrity collaborations or TikTok sensations with millions of followers. But in 2025, the real powerhouses in the Creator Economy aren’t the influencers with massive reach—they’re the micro and nano influencers who have built tight-knit, hyper-engaged communities. There are other important creator trends to know about this year, but understanding the value of niching down will give you a headstart.
These creators might not have the flashiest follower counts, but they hold the keys to trust, authenticity, and conversion. And with audiences craving real connections over polished pitches, they’re exactly what brands need to drive meaningful impact.
Why It Matters
Micro and nano influencers are transforming the landscape of influencer marketing by prioritizing trust and authenticity over sheer reach. With smaller, highly engaged audiences, these influencers create personal, relatable connections that foster trust and loyalty. Their deep integration into niche communities—whether in fitness, beauty, gaming, or parenting—positions them as credible experts whose recommendations resonate more profoundly than those of larger influencers.
Additionally, micro and nano influencers offer brands a cost-effective way to scale campaigns, allowing for targeted outreach that feels authentic and aligns perfectly with specific audience interests. By leveraging these smaller creators, brands can achieve meaningful engagement and impactful results while staying within budget.
What to Do Now
- Prioritize Authenticity Over Scale: Identify influencers who align with your brand values and target audiences, even if their follower count is modest. Look for creators whose content feels personal and resonates with their niche.
- Leverage Multi-Influencer Campaigns: Don’t stop at one partnership. Build campaigns with multiple micro or nano influencers to amplify your reach across overlapping communities.
- Offer Creative Freedom: Allow these creators to tell your story in their own voice. Authenticity is their superpower—lean into it.
- Measure Beyond Likes: Focus on metrics like engagement rates, click-throughs, and conversions to understand the real impact of your partnerships.
Conclusion
The days of relying on broad, surface-level reach are behind us. In 2025, the future of audience engagement lies in understanding what truly resonates—whether it’s tapping into niche fandoms, leveraging the credibility of micro and nano influencers, or embracing the interest graph to find hyper-specific audiences. By prioritizing authenticity and emotional connection, brands can transform their marketing strategies into genuine, impactful relationships. Ready to build deeper connections? Start by listening to your audience and meeting them where their passions live.
