Charli XCX Thinks ‘Anti-Marketing’ Is the Future. These 6 Brands Are Already Doing It
The next era of marketing may be a lot smaller than you think. Brands are discovering that deep trust beats massive reach.
EXPERT OPINION BY MICHELLE BLASER, FOUNDER, THE POLLINATR
Charli XCX tweeted last month: “truly believe anti marketing will become a thing soon… still marketing but it’s just a different approach, more intimate, personal, private, one on one. less about the projection of scale. i’m into it xx.” And to be honest, I think this is the future of marketing.
As a strategy consultant, Substack author, and LinkedIn creator, I sit at an interesting intersection between media, content, and marketing, and I’ve been noticing the same signals Charli tweeted about.
Mass media will never die per se,
Mass media will never die per se, but the influence it wields is waning. Reach and follower counts are no longer the north star. The new era of influence is intimate, personal, and private.
What shifts are happening and why?
Influence is shifting rapidly to more intimate platforms, personal brands, and niche spaces that bring people together.
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This is happening for a few reasons:
Platforms like Substack, Discord, and Slack are becoming increasingly popular because they require users to opt-in, meaning it’s a curated, highly invested fan base. They also facilitate deep community connectionss
And while LinkedIn is a public platform, their algorithm prioritizes people over brands. This is why you are seeing so many executives, creators, and employees building their personal brands on LinkedIn.
Source: www.inc.com
