August 13, 2026
Pretty Little Marketer & Hunsnet: Community-Led Marketing: Why Brands Are Turning to Creators
The Goat Agency gets under the skin of one of marketing’s biggest buzzwords: Community.
Why are brands suddenly obsessed with building one? What separates a genuinely engaged community from a follower count? And why are creators doing community-building far better than brands ever could?
To help us answer these questions, we’re joined by two creators who’ve turned online content into a thriving audience ecosystem: 🎀
Sophie Miller, Founder of Pretty Little Marketer: Sophie has built a 400K+ community for marketing-lovers to connect, share, and create online and IRL.
🐆 Gareth Howell, Founder of Hunsnet: Gareth turned a meme page into a recognisable subculture and distinct creator IP.
So what can brands learn from creators who’ve built communities people choose to be a part of? Is community-building the future of marketing or just another buzzword?
Watch the full video where we explore:
- 👥 What does community marketing actually mean?
- 🔨 Why are brands shifting focus to niche community engagement over macro marketing moments?
- 📲 How are creators like Sophie Miller (Pretty Little Marketer), and Gareth Howell (Hunsnet) building on and offline communities?
- ✅ What does successful brand-community building actually look like?
- 🤹 What are the biggest challenges?
- 🔮 How can brands meaningfully engage with existing communities through creators?
Whether you’re a marketer, brand builder, or are simply part of a weird or wonderful community, here’s the roadmap for effective community brand building.
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Interested in joining our community? Check out the below for the latest creator, culture, and trend analysis:
- Instagram, LinkedIn, and YouTube
- Our ‘Raised on Social’ Substack
- Our podcast, Overherd on Social
