Where do brands fit in the new ‘bubble-up’ culture? | WARC | The Feed
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Where do brands fit in the new ‘bubble-up’ culture?
Where once culture was shaped by a few media gatekeepers with scaled audiences – a trickle-down model – it’s not now just as likely to be the creation of discrete communities or influencers enabled by a decentralised media ecosystem – a “bubble-up” culture.
Background
Leading creators may be famous on certain platforms but not widely recognised elsewhere, if at all. The big platforms are vying for their presence, and the millions of followers and advertisers who come in their wake – a development that has the potential to reshape ideas about reach and targeting.
Why it matters
Marketers may be...
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