The new shape of online communities

The way people interact and influence each other online, and the way they consume and distribute content, are bringing new challenges for brands interested in creating communities with business impact.

When the ongoing pandemic sent the world into lockdown, most forms of socialisation moved online and the internet started to flourish in its own way. During the following months, the shape of online communities changed and evolved, adopting new forms

, , and  allow content creators to build their own private communities and have propelled a new type of creator economy. These communities take new shapes beyond the usual Instagram influencer. was the first TikTok cult that received widespread coverage because it showed how fandoms form around a content creator (of course, this is a non-religious cult), capitalising on fanaticism and the power of collective action. Twitcher has a Discord text channel called #asktri (similar to a Reddit ‘Ask Me Anything’) for his fans and followers, which he sometimes opens after a livestream session to give people a space to connect with him directly.

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