what lady gaga taught me about marketing

Not to brag, but I was kind of a big deal on Tumblr in 2009.

Back then I was a Lady Gaga stan (aka a Little Monster) and my blog became an open celebration of her artistry. I'd write intricate fan theories, create GIFs, and connect with my thousands of followers who also shared my passion.

What began as a bit of a hobby evolved into something more meaningful—like when our community launched a grassroots anti-bullying campaign that went viral, landed on Perez Hilton (it was a flex at the time), and even got a CBC The National segment.

Those digital connections became real ones. Three of my best friends came from this era, and I still keep in touch with many others. Even though we all grew up and moved on from our blogs, it unintentionally launched my marketing career, and I learned a powerful lesson about niche communities.

I spent the better part of the next decade chasing after the same feeling of connection, support, and belonging in spaces and kept coming up short. It felt like the more hyper connected we all became, the further away from each other we all actually were.

I know I’m not alone there, because 73% of Gen Z workers have reported feeling sometimes—or always—alone—a gut-punching statistic. We’re in a crisis of isolation that’s being made exponentially worse by major social media platforms that no longer feel safe.

The hopeful news is that this generation seems committed to doing something about it through building and joining micro-communities—also known as niche communities. 62% of Gen Z claims to be actively seeking micro-communities outside of their existing social circles, and they’re heading to alternative platforms like Discord, Slack, or Patreon to feel safer and more protected.

Not all micro-communities are created equal, however. Looking back on my Tumblr days, there are some clear reasons why our community thrived:

• We shared a clear set of values like radical acceptance, inclusion, kindness, and authenticity—all exemplified by Lady Gaga herself
• We shared rituals, like album listening parties and live blogging through award shows
• We embraced reciprocity by making sure we showed up for each other when it mattered
• We created things that mattered together, like our viral anti-bullying campaign
• We shared a clear passion, which enhanced engagement

Micro-communities work best when there’s a collective purpose beyond just consuming something. When one of these communities fails, it’s usually because it doesn’t have one or a combination of these elements.

So how do you find a micro-community? You can start by going within yourself and asking what you’re passionate about. If you’re into knitting, maybe that means going to some local fibre stores and asking about knitting groups. Love growth marketing or want to build your skills with a bunch of kickass people? *Waves erratically* Hi, join us at Growclass.

You might have to bounce from one community to another until you find one that feels right. The bottom line? Look out for values, rituals, reciprocity, and active engagement—and then dive in.

If you can’t find quite the right fit, you could always build your own micro-community. If this is your jam, consider the following:

• Design for engagement and participation. Too many barriers to entry or rules block genuine engagement
• Set up community guidelines and support to enforce them—safe spaces are only safe if people actively make them safe
• Establish values to ensure alignment and safety while leaving room for growth and evolution
• Create consistent, yet low-pressure rituals. In Growclass, this can look like weekly accountability calls or coworking sessions

We don’t need more followers, but we are starving for connection. It just so happens that some of my most meaningful relationships and a deep sense of belonging have resulted from niche communities. They’re not just nice-to-haves. We need them.

So go get ‘em, tiger. And if you can’t find ‘em, build it.

Paws Lovingly Up,

Ines

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