Tired of the Algorithm? Micro-Communities Are the New Way to Be Online

If you have been on socials in the last few years, I’m sure you have also seen the push for the numbers game- more followers, views, and reach is the only way to be on social media. Going viral was the ultimate flex… until it wasn’t.

In 2025, the bright lights of mass attention are starting to fade. Sure, higher views and follower counts still matter for monetization (and if you’re chasing that bag, absolutely no judgment). But what’s trending now isn't just how loud you can be, it's how connected you can get.  The build of niche communities and “smalltok” moments are redefining growth online.

Instead of just being a follower, we are seeing a huge shift into a parasocial connection to your followers.Private Discords, subscriber-only Instagram chats, Substack comment sections and more. Smaller, more intentional spaces are becoming the new model for social media success.

And honestly? It’s about time. 

Mass Platforms Are Feeling... Empty

Don’t get me wrong, there is ALWAYS going to be a space for viral videos and “everyone” creators (looking at you, Mr.Beastification crowd). But if you’re trying to build lasting influence, chasing the algorithm isn’t (or shouldn’t be) what you’re doing anymore.

Here’s Why:

There’s a viral shift happening in the way that we view content due to the hyper focusing on the algorithm.Platforms aren’t just showing you the top NFL Draft picks or the cutest puppy rescue video. They’re serving you a hyper-personalized feed based on what you watch, like, and mention. The goal isn’t connection to the global audience,  it’s retention of each viewer. More time on the app = more ads = more money for the platform.

Creators are catching on. Instead of performing for the feed, they’re curating experiences that feel authentic and brand-aligned. They're not trying to appeal to everyone anymore, they're speaking directly to their people and finding what leads to their connection staying around. Creators are creating spaces that feel personal, authentic to their brand, and maybe most importantly right now, safe for their followers to express themselves.

But… How does that work?

We are seeing a huge explosion of small subcommunities go to private discords, instagram “close friends” or “subscribers only” chats, substack groups, and slack channels dedicated to the hyper-specific identities of an audience. 

These aren’t side projects anymore, they’re becoming people's primary digital spaces.

Think of it like tuning into your own walkie-talkie channel instead of shouting into a crowded stadium. Micro-communities allow creators to talk directly to their core audience, without worrying about the algorithm or chasing random engagement.

Additionally, this can lead to better monetization for your curated fans. Prelaunching merch, helping with designs, or having a paid subscription to enter the small group have all been recent additions to the micro-communities that have helped creators stay financially stable without the big push to fit the algorithm.

Real relationships > Random reach.

A Word of Warning: Not All Small Spaces Are Safe

It’s important to be clear: just because a group is small doesn’t automatically mean it’s positive.
Predatory figures like Andrew Tate have long used private chats to spread harmful ideologies out of sight of community guidelines. Sure, the content on his socials may seem a bit off the beaten path, but if one in 7 videos is normal enough for you to view the content, the next 6 will make you feel closer to him, join the off-platform community… and may push some rhetoric that’s against a community guideline.
MLMs and scammers thrive in tight-knit groups where peer pressure is easier to apply.

Building micro-communities comes with a responsibility: Create spaces that are genuinely safe, inclusive, and aligned with your values.

Why Micro-Communities Work (And Big Platforms Don’t)

Big platforms encourage shouting into the void. More posts, louder noise — and less meaningful connection. Micro-communities flip that on it’s head.

Think curated intimacy where people actually get what you're about. Less of the internet garbage and way more shared values, which is a breath of fresh air. You’re looking at a way to have curated intimacy with your audience. These people understand you, your tone and brand, and your subject matter actually connect with their interests rather than trying to talk to thousands who may have no idea what you’re talking about. Honestly, 10 people who are truly invested in what you're doing are worth way more than thousands of randoms just scrolling by. This allows you to use the shared values and alignment to have better traction on what you say. If you are discussing a book, giving a genuine brand deal, or giving a review- this audience will be much more likely to not only convert, but believe and trust your voice against the noise.

Instead of chasing everyone, you’re building with the ones who actually matter.

In a world that’s exhausted by fake virality, small feels personal and parasocial. You feel safe with the creator, And safety is priceless online right now.

What This Means for Brands, Creators, and Marketers

Don’t worry. We’re not saying to throw away the instagram password and run to Discord (though… maybe at least set one up).  We are saying that your strategy should be looking for a new way to integrate micro-communities, or you’re going to get left behind. Whether you’re a creator or a brand, you are going to have to look at your audience, and see what that can look like for your own group.

How can this look? For our suggestions, we would suggest…

• Create private VIP groups for superfans on Discord or Geneva

• Use Close Friends stories for exclusive drops, AMAs, or behind-the-scenes content

• Launch a pop-up Slack group around your next product release or creator project

• Offer subscriber-only Instagram content with early access to launches

Although that’s not exhaustive, it is important to remember that it has to be about the connection to your audience, not what worked for Creator/ Company A.It’s to go deep on your own audience: understand their identity, needs, and how they want to connect — and then build spaces that feel like home for them.

In 2025, engagement is measured by how known your followers feel — not how many of them you have.

So… How does this impact the future of the Internet?

If the last wave of social media was "look at me," the new era is “let’s be ourselves”.

What we see (and suggest to our clients) is micro-community tools baked directly into major platforms, a rise in community managers in creator and brand teams, and new opportunities on building social group networks, not mass feeds.

But here’s the move you can make right now:
Stop trying to speak to everyone. Start speaking directly to your people.

Because when you nurture the audience you already have, you’re building the only kind of brand that will survive the next era of the internet:
A trusted and curated  one.

And honestly? That’s the internet we deserve.