THE NEXT ERA OF MARKETING MAY BE A LOT SMALLER THAN YOU THINK

Summary from the TLDR Marketing newsletter

Marketing is moving away from mass reach and toward smaller, high-trust audiences. Brands like Urban Outfitters and Tracksuit are prioritizing participation and niche creators over follower counts, while Charli XCX is building intimate fan experiences before going mass. Deep audience relationships are becoming more valuable than sheer scale.