Executives from Discord and Substack highlight a significant shift in social media dynamics, moving from a focus on broad follower counts to fostering intimate communities. During a Social Media Week panel, they emphasized that both platforms cater to small, dedicated groups, underlining that 'community is the product.' Discord thrives on micro-groups, while Substack is adapting to enhance personal connections through new features like social feeds. This trend demonstrates an opportunity for brands to engage deeply with smaller, more intentional audiences, which can lead to lasting relationships.
The biggest change we're seeing is that community is the product, it's not about follower counts anymore.
It's basically a virtual living room where friends hang out over voice, video, or chat.
We see big influencers from TikTok or Instagram come to Substack to 'paywall the personal,' they want to get more real with superfans.
Both Discord and Substack's growth is fueled by the rise of small, private spaces.
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