Audiences are fragmenting. The biggest growth in social isn't happening on public feeds anymore. It's in group chats, Discord servers, private communities, and dark social channels you can't easily track.
We cover the shift toward community-driven marketing: how to build spaces people actually want to be part of, how to measure what happens in the shadows, and how to balance personalisation with growing privacy expectations. Newsletter strategy, owned audiences, and first-party data all live here too.
The brands that own their audience will outlast the ones renting attention.
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Why brands are suddenly obsessed with running
Running has become a major brand opportunity as companies shift from spectator marketing to participation marketing, creating community-driven experiences.
