This year’s SXSW raised a provocative theme: in a world flooded with products, brands, and technologies, online connections are much less about social relationships and much more about shared interests. John Dempsey of Wieden+Kennedy and Krystel Watler of TikTok “announced” the end of social media as we know it, ushering in a new approach centered on shared interests.

Social networks, once based on personal connections, are now driven by algorithms, creating bubbles of highly personalized content.

In this “Age of Culture,” as they call it, brands face the challenge of staying relevant and capturing consumers’ attention.

“The end of social media, then, does not mean the end of media, but rather the maturity of consumption and relationships, both among consumers and between consumers and brands.”

Dempsey and Watler outlined six strategies for brands to engage with subcultures and grow their business:

1 – Commitment to cultural intelligence

It’s not enough to understand the audience’s tastes and preferences; brands also need to understand the political and cultural niches that influence the audience’s choices and interactions. By deepening the conversation, brands can position themselves in a more relevant and authentic way, gaining valuable insights for creating content and campaigns that resonate meaningfully with their consumer base. The end of social media is not the end of social contexts.

2 – Loosen up brand guidelines

This approach does not mean losing brand consistency, but rather adapting the language to establish a deeper connection with consumers. By adjusting their approach to the preferences and nuances of each subculture, brands can show sensitivity and respect for diverse communities while maintaining their core identity. This strategic flexibility allows brands to remain relevant and engaging in an increasingly diverse and dynamic environment.

3 – Make room for co-creation

Co-creation enables subcultures to contribute their own perspectives. By inviting consumers to take an active part in creating content, brands demonstrate an authentic commitment to inclusion and diversity, while strengthening emotional ties with their target audience. This collaborative approach not only drives engagement but also fosters a sense of belonging and shared identity between the brand and its community of consumers.

4 – Create content that sparks responses

By developing content that resonates with the interests and values of a specific subculture, brands have the opportunity to join ongoing conversations organically, building more authentic and lasting connections with their target audience. By being sensitive and receptive to cultural nuances, brands can create an environment conducive to genuine and constructive engagement, thereby strengthening their presence and relevance in the market.

5 – Create brand advocates, not just fans

By cultivating genuine and lasting relationships with these advocates, brands not only strengthen their loyalty but also expand their reach through positive word of mouth and organic engagement on social media. These advocates become authentic brand ambassadors, actively sharing their passion and encouraging others to join the brand’s community.

6 – Entertain

By creating engaging experiences that resonate with the emotions and values of the target audience, brands can establish a genuine and meaningful connection. This results in stronger brand loyalty and a greater likelihood of ongoing engagement. By becoming an integral part of consumers’ entertainment experiences, brands can solidify their position as a positive and relevant presence in their lives.

In advertising, the notion of cultural media emerges as a distinct approach compared with the social media era. The end of social media, then, does not mean the end of media; it means the maturity of consumption and relationships, both among consumers and between consumers and brands. It matters less who your customers follow and more what interests they have, the content they interact with, and the niches they belong to.

Inflr had already anticipated this phenomenon, and it was from this vision that we developed the concept of Branding 2.0. Our focus has always been to engage consumers in an authentic journey, adopting less intrusive and more contextualized advertising. Inflr’s Branding 2.0 prioritizes a genuine connection with the target audience, fostering more meaningful interaction and building lasting relationships. By adopting this innovative approach, we will continue to lead the future of influencer marketing, helping brands stand out in a world increasingly centered on consumers and culture.