Culture & News
High weirdness
After stumbling upon Erik Davis’s High Weirdness during an AI-related rabbit hole, I developed a slight obsession with the concept of “weird.” So, why is “weird” significant? In a world of increasing sameness, it’s harder than ever for brands to stand out. Many brands talk about connecting with their communities, but do they even know who their community is? More importantly, why should that community care?
Why weirdness is a crucial tool for brands
Hidden, “weird” communities offer a sense of refuge, camaraderie, and identity for those who seek them. For large consumer product brands, understanding these niche groups can be a goldmine for brand inspiration, helping to build stronger, more meaningful connections with people who may grow to become lifelong advocates for your brand.
As Erik Davis aptly says, “Niche communities epitomize the essence of belonging in an increasingly fragmented world.” Unlike mainstream audiences, these communities are bonded by shared interests, passions, and identities that go beyond geographical boundaries. Take Flock Together, for instance—a bird-watching group that emerged during lockdown, bringing together enthusiasts with a shared passion for both birdwatching and cultural identity.
What drives people to join niche communities?
At the core of every niche community is a shared ethos, a common thread that brings people together in pursuit of a shared passion or interest. These communities exist in various spaces, from dedicated forums and social media groups to in-person meet-ups and special events.
Erik Davis draws a fascinating connection between today’s niche communities and the historic Whole Earth Catalog, which connected people interested in sustainability, self-sufficiency, and alternative lifestyles. Published by Stewart Brand from 1968 to 1972, this catalogue offered tools, resources, and information that united those with shared ideals. (In fact, I’m slightly obsessed with the back catalogue online).
Celebrating diversity within niche communities
As Davis points out, one of the most captivating aspects of niche communities is their diversity. These groups attract everyone from seasoned veterans to curious newcomers, fostering inclusive environments where every perspective is valued. This diversity of thought is not only inspiring but also creates a fertile ground for ideas that can ignite stronger brand loyalty and advocacy.
Niche communities illustrating the beauty of "weird"
Goblin Core: Nature and whimsy
Goblin Core is a unique community that celebrates nature, decay, and whimsy. Members appreciate and collect natural objects, embracing the mystical and whimsical aspects of the natural world.
Horror ASMR: A fusion of relaxation and fear
This niche subgenre combines ASMR’s calming qualities with horror themes, providing a unique experience that resonates with fans seeking both relaxation and a thrill.
Competitive Water drinking on YouTube
This supportive subculture is built around creating content where members drink large amounts of water, fostering camaraderie and a sense of accomplishment within the group.
Obsolete Supercomputer Enthusiasts
Dedicated to preserving and operating vintage supercomputers, this community celebrates outdated technology's nostalgia and technical complexities.
Ravers to Runners: From dance floors to marathons
Running has become a subculture of its own, with former ravers embracing the sport as a new way to channel their energy. As someone who’s witnessed ravers-turned-runners racing through Glastonbury, I can personally say this community is the embodiment of transforming passion into lifestyle. (Check out Ravers to Runners)
Tapping Into niche communities to create brand loyalty
For brands, engaging with niche communities isn’t just about expanding their reach. As Seth Godin says, “Everyone is not your customer.” Instead, brands should focus on the specific audience or niche that aligns with their unique offerings. Niche communities offer an incredible opportunity for brands to receive direct insights, get inspiration, and connect in a way that drives loyalty and advocacy.
Building deeper connections through authentic engagement
By participating in and contributing to niche communities, brands can tap into new perspectives, allowing for more personalized feedback and a stronger understanding of what customers truly value. This kind of authentic engagement builds lasting connections that go beyond traditional marketing.
Embracing the "weird" to drive brand success
In a digital landscape that often promotes a “same-same” approach, niche communities bring a refreshing sense of originality and belonging. By embracing the diversity, uniqueness, and connection within these groups, brands can unlock new ways to stand out and foster loyalty.
So, take a step into one of these “weird” communities and explore what makes them special. And if you’re still a skeptic on the power of the weird, remember: the richest company in the world was born out of a very niche computer club known as the Homebrew Computer Club.
In the spirit of Portland, stay weird.
Embracing the Power of Weird
Why Niche Communities Hold the Key to Brand Connection
Tom, CEO and founder of YourStudio, has been delving into a topic seldom discussed but increasingly relevant—particularly at the dawn of the US presidential race results.
In this piece, Tom shares his recent exploration of the concept of "weird," sparked by Erik Davis's High Weirdness and Tom's deep dives into AI and digital culture. He examines why "weird" is gaining importance in a world where brands strive to connect yet often risk fading into uniformity. Tom highlights how niche communities—usually viewed as quirky or fringe—hold the potential for deep brand engagement, loyalty, and genuine connection.