The year is 2030. Micro-communities go mainstream

By 2030, a people-first approach to advertising and media will be further and more fully engrained, with marketing shifting away from product-focused messaging and channel-centric planning to prioritise building meaningful relationships with consumers. Understanding the needs and interests of the audience and delivering value through the platforms, channels and content they engage will become more crucial. Over the next five years, consumers’ focus will expand beyond a few dominant platforms to include richer, more immersive experiences across multiple touchpoints. As a result of this shift, micro-communities will flourish as consumers demand more personalised experiences with deeper connections.

Social media will evolve & diversify  

While social media will remain a dominant force, it will evolve and diversify with advancements in technology changing audience behaviour and usage across generations. For example, platforms will leverage AI to deliver ultra-tailored content - catering to individual preferences, habits and emotions in real time - which stands to appeal to Gen Z in particular, who crave authentic and personalised content. Platforms like Meta are already developing virtual spaces where users interact through avatars in fully immersive environments. By 2030, these could dominate social media, appealing to cohorts who are moving to more community focused interactions. 

When it comes to ad spend, IAB UK's Futurescape Barometer indicates continued growth within the social media market, with spend standing at more than £13 billion by 2030, driven by social video spend. For more from the IAB UK Futurescape Barometer, log in to download the graphs.

The demand for meaningful interactions

The rise of micro-communities is a key trend that will continue to accelerate. These smaller, purpose-driven spaces provide users with a sense of belonging and deeper engagement around shared interests or values - something that larger, more generalised platforms can struggle to offer. As consumers demand more personalised and authentic interactions, micro-communities will grow in importance - enabling brands to build more meaningful connections with specific audience segments. Platforms like Peanut (which connects women for support) or Wattpad (for writers) exemplify this trend, driving more audience fragmentation as we head towards 2030.