How niche communities on TikTok are rewriting mainstream culture

Forget the mainstream – niche communities are the future of digital culture. Whalar’s Aime Hunter breaks down the changing landscape and identifies the five key learnings for going niche.
Mainstream culture is changing as we know it. For millennials, popular culture and style was all about fitting in. If you were lucky enough to own a pair of low-rise jeans, know the lyrics to every Spice Girls song and have Friends on DVD, you could quite comfortably count yourself as tren