Digital Cults (The Long Tail)

Last week, we examined the “cult of Taylor” – a fascinating case study of the internet’s power to marshal, cohere, and monetize larger-than-life communities around individuals. In fact, these leaders foster an audience passionate enough (in the case of Swifties) to experience blackouts in their presence. While we are card-carrying members of the CoT and are compelled to write a second letter about her, there is another (related) side of digital cults worth exploring: the long tail.

Modern, digital connectivity has ushered in new levels of visibility and competition.

Unprecedented levels of visibility have compounded celebrity at an alarming rate, but they have also elevated individuals in far-flung corners of the interest graph, who can now find and connect with like-minded peers. However, such visibility has created an environment so competitive that participants are forced to seek out unexplored areas in which to plant their flag. In an ultra connected world, superstars represent and become synonymous with categories – effectively extinguishing the hometown hero archetype. In other words, the high school basketball captain is playing LeBron on the figurative, digital ‘court.’ Consequently, and as Sam has previously discussed, we are witnessing a Cambrian explosion of interests as individuals invent whitespace where they can be ‘the best.’

Intentionally or not, many creators turn to hyper-specific niches. Some offer advice in a gecko costume (@LyleForever), while others explore taboo topics for their Spanish-speaking audience (@SeRegalanDudas) or provide best-in-class guidance on child passenger safety (@TheCarSeatLady); all have found considerable success by focusing the scope of their online identities and fostering a deeply engaged audience – or ‘cult’ – around that interest category. These creators leverage social media’s connective properties to develop an (ostensibly) personal rapport with their followers. They can weave a narrative through their content, interact with audience members directly in the comment section, host live experiences, and promote smaller creators. Additionally, because their focus is narrow, niche creators attract a smaller, but more deeply aligned community. Consequently, each audience member feels less like an anonymous follower, and more like an active participant in the ecosystem – a level of commitment with meaningful implications for future monetization.

But starting niche does not require staying niche. Narrowly-focused creators have simply identified an entry point into the digital battlefield. Once they have established credibility and grown their initial audience, their cult-like status often offers the license to authentically explore adjacent categories. It’s not hard to imagine ‘The Car Seat Lady’ expanding further into child safety / parenting, or Se Regalan Dudas broadening topic coverage and audience demographics, appealing to other listener groups in search of honest conversation. As these creators build, nurture, and communicate with their ‘cults,’ they will develop a comprehensive understanding of the community they are serving. And they will be uniquely suited to create product / service lines in their respective categories and for their member base; their deep expertise and embedded, loyal audience will serve as a significant moat for any prospective entrants.