Crowdculture: Marketing’s New Best Friend

In the past, it is evident that new and better ideas have always been able to spread through communities, social groups, etc. Crowdculture has not only facilitated this spread of information but has also sped up the process. Through the use of social media, crowdculture has become one of the most useful tools for marketers to spread word of their product and get more attention to their companies.

What is Crowdculture, Though?
As digital technology has created massive social networks, it has also changed how culture functions. As stated by Douglas Holt in an article titled “ Branding in the Age of Social Media,” “Digital crowds now serve as very effective and prolific innovators of culture–a phenomenon I call crowdculture.” Crowdculture is basically a fancy name for a very big fan club. These clubs are so intriguing to marketers because they can be for and about pretty much anything. For example, Holt’s article lists “espresso, the demise of the American Dream, Victorian novels, arts-and-crafts furniture, libertarianism, new urbanism, 3-D printing, anime, bird-watching, homeschooling, [and] barbecue…” as just some of the things people could create crowdculture about.

The Impact of Social Media

Social media has the ability to get us closer to different communities and cultures from all around the world that may have otherwise been inaccessible or obscure to us. It is now easier than ever for someone to simply get on their phone and get pulled into a rabbit hole about anything they have even the slightest interest in. Holt mentions that “with a few clicks, you can jump into the center of any subculture, and participants’ intensive interactions move seamlessly among the web, physical spaces, and traditional media.” This helps people spread their thoughts, ideas, knowledge, interests and so much more without being stopped by gatekeepers, AKA people who want to keep their interests hidden.

A Match Made in Marketing Heaven

As the use of social media has assisted the spread of crowdculture, it has helped marketers tremendously. Crowdculture increases interactions with product pages and company websites. “No longer do you need to be part of a local scene; no longer do you need to work for a year to get funding and distribution for your short film.” Now, you can get information instantly about how the market is doing, what they think of your products, and what you can do differently right away. Not to mention, marketers can save money by taking advantage of crowdculture and its presence on social media.

More than 10 years in, businesses are still trying to determine what will be able to withstand the ever-changing and “chaotic world of social media.” Companies need to focus on crowdcultures and less on platforms because they are wasting time and money trying to compete. Instead, they could be gearing their information and efforts into feeding into the crowdcultures, themselves. “Companies can once again win the battle for cultural relevance with cultural branding, which will allow them to tap into the power of the crowd.” 

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