Everyone and Everything is Relevant

Captivation means everything is relevant.

What do Millie Bobby Brown, Rick Astley, and policymaking in the EU have in common? The answer is relevance to your brand. You may not see it, but seemingly disparate subjects can significantly impact how people see your brand and connect it to their lives. That includes their interests and their hobbies.

​Millie Bobby Brown fans may love 80s clothing and listen to 80s music, including Rick Astley songs. EU policies can affect everything from local supply chains to product development to environmental health. That also affects different brands and businesses. It’s a brand’s job to see all this connective tissue and insert itself into the mix. That’s why everything is relevant in captivation.

Captivation Means Communicating Relevance
Captivation involves:

• Identifying niche audiences (the branding world’s different ecosystems).
• Seeking to understand their needs.
• Communicating the most exciting and relevant aspects of a brand to their everyday lives.

With no shortage of access to interesting and relevant topics on the Internet, new niche audiences are emerging every day. Social media has allowed billions of virtual enthusiasts to gather on a single platform and share their interests. And while you may not see them, their influence is massive, and their relevance is apparent.

Reddit has been an innovator in connecting and giving voice to niche audiences. With its Button Experiment, Reddit’s homepage employed a single Button that would keep changing color. When users clicked on the Button, they were assigned a color. Soon hundreds of thousands of users were split into different groups separated by color, creating a sort of civilization. While the Button simply disappeared one day, it showed how easily something could induce tribalism amongst people, even on the Internet. And in just the past few months, the world has been introduced to the power of Reddit community members who were able to influence the stock price of GameStop.

Perhaps at this very moment, Millie Bobby Brown and Rick Astley enthusiasts are creating a seismic cultural shift in their social forums! Wouldn’t it be great if your brand had an impact on their journey?!?
For brands to be relevant, they must do the work to discover the topics and platforms relevant to their consumers. That’s where we come in. At Orbital Socket, we’re ready to help your consumers recognize your brand’s relevance (and interest!) to their daily lives.