Digital campfires – Unlocking Micro Communities

November 27, 2022

Digital campfires have come a long way since the early days of the internet, when "online communities" meant logging onto clunky message boards and chatting with strangers in chat rooms. Who could forget the thrill of instant messaging your crush on AIM? Ah, the good old days.

But just like the campfires of yore, the digital kind has come a long way. Today's digital campfires are found on all sorts of platforms and include social media, forums, and messaging apps. These digital campfires let people come together over shared interests and passions, whether it's a love for a cute animal video or a burning desire to talk about the latest episode of their favorite show.

And while they may not be made of wood and marshmallows, these digital campfires are still a great place to connect with others and share stories, experiences and ideas.

Brands have also discovered the power of these virtual gathering spaces and use it as a way to target specific micro communities of customers or fans. From sponsoring posts on Instagram to hosting virtual events and creating digital experiences, brands are finding new and exciting ways to get in on the fun and connect with their target audiences.

However, most brands struggle to create long-lasting relationships and burn out their micro comunities. How can brands best strike a balance between advertising and not disrupting these communities?

Understanding Micro Communities

When advertising to micro communities, it's important to understand that these groups are not simply a collection of individuals who share a common interest, but a tight-knit community with their own distinct characteristics and needs. This understanding is crucial for brands to effectively reach and engage with these groups.

One effective approach is to "go native," by creating content that is specifically tailored to the community's interests and language. This could include creating branded content that fits seamlessly into the community's existing conversations and tone of voice, or even participating in those conversations as a member of the community, rather than an outsider. This approach allows brands to become a part of the community and gain the trust of its members, rather than simply trying to advertise to them.

Another effective strategy is to focus on building relationships with key influencers within the micro community. These individuals, often referred to as "community leaders", are highly respected and influential members of the group, who have already built a strong relationship with their peers. By working with these individuals, brands can gain access to a wider audience and also valuable insights into the community's values, preferences, and pain points.

It is also important to remember that micro communities tend to be self-regulating and self-policing, meaning that the members of these groups will have a high expectation of authenticity and responsibility from the brands that engage with them. Brands that fail to meet these expectations risk damaging their reputation and losing the trust of the community.

The Importance of Authenticity and Responsibility

When it comes to advertising on digital campfires, it is essential to approach the task with a delicate touch. Overexploiting the platform by trying to take over the conversation can cause the target audience to lose interest. A smarter approach is to empower creators who are already acknowledged by the community. These creators have the trust of the community, and aligning your brand with them can help to increase credibility and reach the desired audience effectively.

It's important to note that for many people, these micro-communities are a safe haven and a source of belonging and connection. They offer a space where individuals can openly share their thoughts, feelings and interests without fear of judgement. Overpopulating these communities with marketing messages or trying to take over the conversation can be disruptive, and could hurt the feelings of the community members, resulting in resentment towards the brand.

Transparency, authenticity and responsibility are crucial when advertising on digital campfires. Brands should avoid stereotypes and offensive content, and be open to feedback and willing to respond accordingly. This shows a genuine commitment to the community and can help to build trust and a positive reputation over time. And remember, there's no need to be "that guy" who tells the same joke over and over again, just like your brand shouldn't keep on pushing the same message.


With the right approach, targeting micro communities can be an effective way for brands to reach and engage with their target audience in a meaningful way. Whether you're targeting the group of cat-lovers who like to knit, or the group of people who have a strong passion for memes, we got you covered. As the experts in micro-community targeting, we know how to bring your brand to the right place, at the right time, with the right message. Are you ready to sit by the campfire?

Ready to take off?