A Multiverse? That's so random!

In my tribute to The Housewives, I introduced the idea to embrace the niche. It's not a new idea but I want to write about it more because I believe it's not just an idea but an urgent call to my fellow marketers. Let's be unafraid and go all-in* and get weird! (*not like that gnat Teddi Jo Cougar Mellencamp, more on that in another post I'm sure.)

In the past, I've suggested my clients use more emotional KPIs to measure the success of their comms campaigns; attention rather than reach, obsession not just awareness and subversion over plain old relevance. In other words, rather than just trying to "punch above their weight" (a phrase I desperately hope never to utter again), they should become bare-knuckle street fighters.

This means going into dark corners to find the right fights, with the right audiences, to achieve their objectives. In less violent terms (sorry, I've been boxing a lot lately), spend the extra time and effort to find active and engaged communities, around topics relevant to their brands. Then get in there and put on a good show for their attention and obsession.

If we're* in the business of creating emotional responses why aren't emotion-based KPIs perceived to be the gold standard rather than fluffy icing on the ROI cake? Here's an example, drawn from my personal interests and experience, to prove the compounding effect of emotional ROI. (*by we I mean the people responsible for content and placement. Sales are also, of course, important! I don't believe emotions are the only KPIs, just that they are mandatory for longevity of a brand, not just icing on the cake.)

Super clear, right? JK I realize this just looks like a hot pink Pretty Mess (IYKYK). I think this could be explained by a :30 TikTok but since I'm more of a writer, I'll break this down using Freud's construct of the human psyche (as I laid out in Why Pop Culture Matters.)

• Id (instincts): I love Bravo (and it all started with The Housewives) because it speaks to me. It gives me an escape where I can lose myself in the glitz, glamour and drama. The extended universe of recap podcasts, like Bitch Sesh, keep me company on my dog walks. I've developed parasocial (and some actual) relationships with podcast hosts and other fan accounts on social.

• Those parasocial relationships bring me to Ego (my reality). My obsession with Bitch Sesh and its hosts Casey and Danielle have introduced me to a world of other podcasts and social communities (some to which I pay to belong); with which I regularly engage and where I consider people there my friends. Not only has the Bravoverse brought me new friends (real and imagined), the podcasts I discovered through. the initial touchpoint of Bitch Sesh also lead me to brands (ads I heard AND organic host faves) I love for myself and as gifts for loved ones, feeding my ego in two ways:

  • Finding great gift options helps me do something nice for loved ones, which strengthens my connection.

  • Finding brands and products I love improves my confidence and impacts how I present myself to the outside world

• These obsessions served as much-needed escape and self-care during the peak of the pandemic (serving the id) but they've also inspired me to get really clear on my purpose satisfying my Superego (morality). The Crooked Media podcasts got on my radar via Ira Madison's guest appearance on Bitch Sesh. Keep It helped me realize my dream of making pop culture a career. Hysteria & Pod Save America helped me get really clear on my brand of feminism and political activism.

So, in summary - I found self care, community, activism and a career path. And it all started with Bravo. I've also spent a TON of money. Much more than has been inspired by any :30 or :60 spot in the Super Bowl, no matter how clever it was or what celeb it featured. (And for the avoidance of doubt, Housewives have featured in Super Bowl commercials, so worlds can in fact collide!)

Now I realize, this is one hyper specific example and Housewives isn't for everyone. But I would be a lot of money that anyone could create a similar diagram based on their own niche interests. So, to lean into the niche the first step is always getting to know your audience and what they care about, outside of your brand, then find your brand's ways into relevant moments, cultures, communities and conversations. (MORE ON THAT TO COME, WATCH THIS SPACE!)

In a world where there are few, if any, truly mass events anymore, embracing the niche is a smart strategy for any brand, in any category, in any phase of its life cycle; not just challenger brands. Entrenching a brand in communities, in a way that adds value rather than detracting from the entertainment and intimacy of the spaces, will have higher ROI than even the elusive tentpole event. Even if you're a big spender (and if you are, hit me up, I am available for freelance!!), embracing the niche should be a part of your content strategy to complement your big tentpole bets.