Should Brands Ditch Traditional Advertising in Favour of Fandoms and Peer Trust?
As we look toward 2025, the marketing world is approaching a critical crossroads. Traditional advertising is losing its edge, and a new model is rising—one powered not by polished campaigns, but by passionate communities and peer-driven trust. While some may see this as a threat to established marketing norms, others see it as an exciting and necessary evolution.
The Fall of Traditional Advertising
Banner ads. Sponsored content. Influencer deals. For years, these were the go-to strategies for digital marketers. But audiences are increasingly tuning them out. Ad blockers are everywhere, attention spans are shorter, and trust in brand messaging is eroding. With misinformation, data scandals, and algorithm overload, people are rightly cautious about who and what they believe.
The Edelman Trust Barometer—expected to confirm what many already know—highlights a consistent trend: consumers trust each other more than they trust brands. Word-of-mouth is not just alive; it’s thriving.
Fandoms as the Future of Brand Advocacy
Here’s where it gets interesting. Instead of pushing messages onto consumers, the savviest brands are now building fandoms—tight-knit, highly engaged communities bound by shared interests. Whether it’s fitness, fashion, productivity, or gaming, people are organizing themselves around what they love. These aren’t just customers; they’re advocates, co-creators, and cultural catalysts.
Platforms like Discord, Reddit, WhatsApp, and private Facebook groups are becoming more influential than any paid ad campaign. These communities don’t just amplify brand messages—they shape them.
Private, Peer-Driven Spaces Are Taking Over
As public social platforms become noisier and more toxic, users are flocking to private, interest-based spaces. This shift offers a challenge: brands lose some control over the message. But it also presents a massive opportunity to listen, engage, and build real relationships—on the audience’s terms.
To succeed, brands need to bring value to the table: content worth sharing, exclusive access, and most importantly, authenticity. It's not about dominating the conversation anymore—it's about earning your place in it.
Real-World Examples of Brands Leading the Shift
Nike – Building Community Through Sneaker Culture
Nike has long understood the power of fandoms, particularly within sneaker culture. The Nike SNKRS app creates an exclusive, community-driven experience where sneakerheads can access limited-edition drops, participate in challenges, and engage with other enthusiasts. Instead of relying on traditional advertising, Nike fosters peer-driven hype by letting the community generate organic excitement around new releases.
Notion – Leveraging Superfans and User Advocacy
Notion, the all-in-one productivity tool, has grown almost entirely through its passionate user base. Instead of heavy advertising, Notion has embraced community-driven growth by supporting ‘Notion Ambassadors’ who create templates, tutorials, and guides. Its Reddit and Discord communities are filled with power users helping each other, and the company actively listens to feedback from its most engaged fans to shape product development.
How Can Brands Adapt?
- Facilitate, Don’t Dictate – Instead of controlling the narrative, brands should empower their communities to create and share content organically.
- Invest in Exclusive Experiences – Reward loyal fans with special perks, early access, or behind-the-scenes engagement.
- Build Trust Through Transparency – Consumers trust real people over polished marketing. Brands must prioritise honesty, responsiveness, and ethical practices.
- Go Where the Fans Are – Whether it’s Discord, WhatsApp, or other niche platforms, brands need to participate in the spaces where their communities thrive.
This Shift Isn’t Just Inevitable—It’s Right
As a marketing professional and advocate for user-centric thinking, I believe this move toward peer-driven trust and fandom-led engagement isn’t just smart—it’s necessary. The old playbook isn’t working, and doubling down on ad spend won’t change that.
Fandoms bring something money can’t buy: genuine trust. And when brands show up with humility, value, and real connection, they become part of something bigger than themselves.
So let's embrace the shift and build marketing that’s not only effective, but human!
What are your thoughts? I’d love to hear from marketers who share and disagree with this view!
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About the Author
Di Tunney is the founder of Di Tunney Marketing and has been a consultant and practitioner in marketing and market research for over 25 years. Di’s experience has involved working across a wide range of business sectors and types of organisations and she is a strong advocate of continuing to apply traditional marketing principles within a fast-moving digital world! She is a Fellow of the CIM and Vice Chair, Communications for the Midlands Region