Marketing to Digital Tribes

Digital tribes may seem confusing to explain or understand. If you’re like me, when you first read the word tribe you thought about men with war paint and ancient stories. However, a digital tribe is simply a group of people that have similar identities, interests or talents and they connect over social media. They don’t tend to share anything other than the interest of the same thing. Digital tribes come from all back grounds and the affiliation for the particular brand is what brings them together.  The Guardian, explains in detail about digital tribes and informs readers how they begin. In the article it explains how the second digital decade is all about connectivity. How users of Social Media are able to portray themselves easier and more personal than before. Examples of Social Media sites that allow this creativity are Facebook, Snap Chat, Instagram and much more like these. Here users can create their own canvas and show their personality through images and videos, art work and performances. By broadcasting their personality, users then interact with other users that have the same interests and this is how digital tribes are formed. These digital tribes hold common interests and beliefs.

Here is an example of a digital tribe. These people share a common interest in Lady Gaga, the famous artist. Here they can discuss their similar interest and connect with each other. Users feel comfortable to say and feel as they please. Interacting through the interests of Lady Gaga this is how users create tribes and friends.







Here’s an example of a Social Media Platform that encourages creativity and personalisation. Instagram is a place where users can upload, like and comment on other users publications. Here people can express themselves through photographs and Videos. Many famous people use Instagram to interact with fans. Instagram includes a share page which includes different content such as video clips and photographs. Here people can browse and search different categories including food, beauty and entertainment. Here users can find other people with similar interests as them and become part of a “Digital Tribe”.

When it comes to comparing Market Segmentation and Digital Tribes it is very tricky. Anna Conhoto, another blogger explains the difference between the two. In this particular blog post Anna explains how engaging with tribes is very different from engaging with consumer segments. She also outlines many differences between the two. For example, segments are mutually exclusive however, tribes are not.

Tribes are more often than not consumers talking to each other and not the brand. A great example is the Slimming World face book page. Here consumers talk to each other and share media and recipes. Even though the post is related to Slimming world the two consumers are interacting with each other and not the brand. Communication between customers and the brand is secondary to the communication between customers.


Here is an example of customers commenting on other customers posts and interacting with them on the platform of their common interest, Slimming World. Peers talking and interacting to peers is key in digital tribes because through this they become friendly and share more information and interests about the particular topic they have in common. People in these digital tribes are not bound by the one topic or interest. For example, if someone is interested in Audi cars, this does not mean that they only drive Audi cars, it only entails that they have an interest for this brand. This means that the tribes can be intertwined.


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