Big is boring in 2025. Consumers crave intimacy, belonging, and recognition, not mass messaging. PR is shifting from chasing volume to sparking connection in fandoms and niche communities, argue Annie Harte and Sophie Conway, from social and content agency, eight&four

Big is… boring in 2025. “Go viral briefs”? They’re starting to feel a little… old. Consumers no longer want to be shouted at by brands (did they ever?!). These days, they want to feel seen. They want to feel heard. Traditional PR tactics, built on delivering coverage volume and mass reach, are starting to lose ground to social-friendly strategies that explore multi-media opportunities and lean into intimacy; where fandoms and niche communities rule.  

Communities > Campaigns  

Communities can elevate consumer marketing campaigns by working with brands to create insightful and authentic stories that land with the desired audience. Communities provide a sense of belonging, of status. They shape real life identities, create in-jokes and rituals. They give people a space to express their weird and wonderful passions. They do this in a way that advertising alone rarely can. For brands, they offer an opportunity to connect with audience on their own terms – letting people participate and contribute, rather than it being through a one-way dialogue.  Community-led campaigns can complement a hard-working PR strategy and generate mainstream media coverage (if required).  

A perfect example of this is last year’s V&A Museums’ campaign seeking superfans, including a “Swiftie Advisor” – asking Taylor Swift fans to guide their understanding of the culture, rituals, languages and insider behaviours that shape the global fandom. The museum isn’t just observing the community; but it’s co-creating with them to form the narrative of the exhibition. A masterclass in turning traditional top-down storytelling, into one that celebrates belonging instead – and landing on-message coverage across mainstream and niche media outlets.  

Swifties at the V&A!

From app to IRL  

Brands are increasingly fostering communities to build customer connections, and we’re starting to see fandom principles cross over into PR activations. Recently “House of Vinted” in London tapped into the passion of resale communities, creating an IRL experience exclusively for members, designed to connect enthusiasts, swap clothes and deepen their attachment to the platform – with the help of style experts to build buzz and media hooks. By simply moving beyond transactional messaging and tapping into the behaviours of their community, Vinted positioned itself not just as an app, but as a facilitator of lifestyle and identity. 

 In our loyalty era 

For brands, the lesson is pretty clear: influence no longer starts in the mainstream – it starts in the messy, dark, intimate corners. Spaces where trends are born, long before they hit the main feed. When brands show up with this genuine curiosity – ready to listen and not interrupt – is when they build lasting connections.  

PR is evolving from chasing headlines to cultivating homes for fans. This isn’t PR for reach – it’s for resonance. In a world where users choose connection over being overwhelmed by content, loyalty will always outweigh virality. At eight&four we believe the future belongs to brands that don’t just sell to audiences but belong with them.