The Rise of the Niche: Why Health Conversations Are Moving from Mega Platforms to Micro Communities

For over a decade, health communicators were told that reach was everything. Post widely, engage broadly, and the message would find its audience. But the tides have turned. Today, people are stepping away from crowded public feeds and moving into micro-communities, such as closed groups, condition-specific forums, and peer-led chats, where genuine connections can occur.

For health communicators, this shift changes everything. It’s no longer about broadcasting messages — it’s about belonging, trust, and dialogue.

Social media isn’t dying — it’s reorganising around the timeless human need for connection. The question is: are we ready to meet audiences there?

Read the full piece: The Rise of the Niche: Why Health Conversations Are Moving from Mega Platforms to Micro Communities