Content Tribalism: The seven audience tribes that can make or break your brand

What engagement do you get each time you post something on social media? Who do you believe you\’re communicating with? Are you sure your message is reaching the intended audience? These questions form part of intentional journalism, a unique strategy through which you ask yourself hard-hitting questions in order to unearth answers that can radically improve your life, unlock your business and jumpstart your career.


In terms of content tribalism, there are Seven Undeniable Audience Tribes in the world. An audience tribe, hereby referred to as an A-Tribe, suggests that in the midst of all the digital noise pollution, there are the people who come across your messaging almost on a daily basis, without you even knowing it. Yet, each time you post something on social media you keep wondering if there’s someone out there smart enough to catch your drift. The truth is that we all have a specific content tribe, but have no idea who they are and where we can find them.


Over the past few months, I have personally embarked on an investigative journalism journey to find out what makes a social media audience tick, and what doesn\’t. I have experientially learned that the digital marketing space is a village of tribalists looking for someone to perfectly mirror their own set of values, beliefs and aspirations. The discovery led to a convincing inclination that to make it in this digital social media jungle, you have to find your tribe and swear your allegiance to their cause and concerns.


First of all, you have to come to terms with the fact that other tribes don\’t care about your message at all. To them, you\’re just an irritating outsider, or an insignificant social media citizen suffering from the fear of missing out. It is therefore your unapologetic duty to realize that just like a pride of lions, tribes stick with their own. In today\’s world of digital marketing, you have to know who you\’re speaking to. That is why it is important to introduce the MOL-BEAR Matrix.


What does MOL-BEAR do? This matrix will help you easily identify your audience – beyond social media. It was professionally designed to help future social media influencers with attracting the right tribes to their social media brands. It was also designed to help poets, artists, painters, authors and public speakers carefully identify their perfect A-Tribes for maximum messaging impact.


To align yourself with your tribe, you must know that your A-Tribe is a group of people you and your message belong to. This is the tribe that is groaning in eager anticipation to welcome your multimedia messaging with applause. Each member of your A-Tribe is waiting on your best content so that they can share with other members of the tribe. Your tribe will teach you that instead of begging for attention on Twitter streets, you can actually craft your message in a way that they will easily associate with your brand. The question is, which A-Tribe are you speaking to? To answer the question, let\’s take a good look at the MOL-BEAR Matrix and what it entails.


Fact: These seven undeniable tribes occupy different spaces, including the common business summit, religious gatherings, political rallies, music concerts and festivals, and some the courts of law. You will also find them right in their living rooms binge-watching a hot drama series on Netflix, or understandably glued to their mobile phones while trolling streams of social media posts. These seven A-Tribes are simply everywhere, in every city, every town, every village and every street.

Therefore, your goal as a content creator trying to reach loyal supporters in the digital space is to learn everything you can about each tribe, but most importantly to discover which one you belong to and therefore swear your allegiance to their cause and concern. Below are the Seven A-Tribes that can make or break your brand online:


  1. The Machiavelli Tribe
  2. The Oblivious Tribe
  3. The Lovey Tribe
  4. The Bully Tribe
  5. The Eager Tribe
  6. The Authoritarian Tribe
  7. The Relocating Tribe


This is how the MOL-BEAR tribes work:


1. The Machiavelli Tribe says: \”We will neither acknowledge nor engage the wealth of your content, but we will use it to our own benefit. Thank you. Please share some more.\” This audience tribe is a bunch of plagiarists who constantly visit your social media page in order to steal your content and use it for their own purpose. There\’s nothing much you can do to prevent them from stealing your work. You can block them or just accept you have no control over their nefarious actions. In the minds of this tribe, your content matters, but not at the expense of their engagement on your platform.


2.  The  Oblivious Tribe says: \”Whatever! Whether you deliver a message or stay away from digital platforms, we really couldn\’t be bothered. Do what thou wilt shall be the whole of the law.\” This is the audience tribe that is not against you, but also not for you. This tribe is busy with their own individual interests and do not care what you have to share with the world. In the minds of this tribe, your content doesn\’t matter.


3. The Lovey Tribe says: \”Please don\’t share. We are terrified on your behalf. What if your content flops? We love you way too much to watch you fail. We don\’t want to see you get hurt.\” This is the audience that clearly believes digital media content is not your thing. They feel you are either too boring or simply not cut out for the digital space. In the name of love, they discourage you from looking for your A-Tribe. In the minds of this tribe, you shouldn’t post any content at all.


4. The Bully Tribe says: \”Oh, shut up! We would rather die than listen to a word from you.\” This is an audience tribe that is against you. Your chances of winning this bunch over are extremely minimal and completely strenuous. You should accept that this is not a tribe you belong to. I teach about this specific tribe in my video series, The Fonsi Phenomenon: How to make your critics eat humble pie. This is the kind of tribe that will go to a YouTube video with 7.5 billion views just to leave 5 million dislikes. To see the Fonsi phenomenon at work, please visit the Guinness World Record-breaking artist on the following YouTube link. This video is a sheer demonstration that the bully tribe is vicious and ruthless. Don\’t waste your energy on them. In the minds of this tribe, your content is only a source of ridicule.


5. The Eager Tribe says: \”Please speak to us. We want to hear your perspective on this matter. Our growth and development depends on the kind of content you are making available online.\” This is your family. This is your audience tribe. They like you because you are you. Even when your content is not up to scratch, they wish you can improve for the sake of their affection for your work. They\’d rather see you fail than see you not trying at all. To them you represent something they aspire to be or something they enjoy to cherish; at times, something that can help their own brands. Basically, you remind them of truths they were forgetting. Your work is a symbol of what their dreams are made of. This is the tribe you want to focus all your attention and energy on. Commit to this tribe and watch your content grow into an amazing brand. In the minds of this tribe, your content is king.


6. The Authoritarian Tribe says: \”Like it or not you are going to speak to us. We demand that you come explain yourself.\” This is the audience tribe that has the power to send you summons for you to come deliver evidence or an explanation in a legal matter. This tribe includes your boss, the board, tribunals, chapter nine institutions, cops. courts of law and other related entities. In the minds of this tribe, you will provide content (and context), even if it\’s against your will.


7. The Relocating Tribe says: \”We don\’t have much time to pay attention to your content. Convince us now or we leave. Maybe we\’ll join you later. Just make sure you don\’t drop the ball.\” This is the A-Tribe that is most flexible. They might have hated your content at some point but are willing to change their attitude at any time. However, while you become as flexible as they are, never exhaust yourself trying to please them. After all, they can change at any time. Yes, be accommodative, but don\’t allow these buggers to freely break vases in your house. Remember, your real family is the Eager Tribe. You cannot spend your precious time chasing after a malleable species. Why not? Because in the minds of the relocators, your content is always under threat of abandonment.


In summary, you are dealing with the following:


  1. The Machiavelli Tribe represents undercover thieves.
  2. The Oblivious Tribe represents indifferent participants.
  3. The Lovey Tribe represents overprotective darlings.
  4. The Bully Tribe represents aggressive hecklers.
  5. The Eager Tribe represents attentive supporters.
  6. The Authoritarian Tribe represents bureaucratic truth-seekers.
  7. The Relocating Tribe represents a nomad audience.


These are the tribes you will come across when you intentionally examine the concept of content tribalism. Thank you for being a great audience. I hope this information helps you build a stronger online brand that respects and values your communication ideals. – Industry Report




Hunter Moon is a social media marketing consultant and public relations, strategist. A proponent of personal leadership, growth and development, Hunter is a publisher, author, keynote speaker and media go-to guy. He is currently working as the chief information officer at global organization, Transdisciplinary Agora for Future Discussions (TAFFD’s).



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