Content creators working in a range of industries have found success in the connected world, with the explosion of new channels and tools increasing the opportunities for them to communicate and connect with their audiences. The Rolling Stones are a great example of this –  they created a community platform to share their music and connect with over 250,000 fans around the world. The rapid growth of the influencer marketing industry is another testament to the value these creators can deliver, with brands expected to spend $15 billion by 2022. Now, it feels like almost anyone can become an influencer. 
Our recent research found that 52% of locked down Brits are willing to cut the cord with social media giants such as Instagram and Facebook and would look to community apps dedicated to their particular passion. Evidently, there is consumer demand for such community apps, with the same survey revealing that over a third of individuals want to see dedicated apps from their favourite brands and influencers. More specifically, Gen Z would be interested in joining personal passion communities (54%) and brand community apps (41%).
This dramatic shift has given rise to the passion economy, which gives content creators the opportunity to capitalise on shared interests and establish niche community groups. As trust in mainstream social networking sites continues to fall, the growth of community platforms and apps has skyrocketed. Progressive Web Apps (PWAs) are helping to power these passion-driven communities, allowing creators and brands to move away from social media, to create more dynamic and interactive platforms. Unlike native apps which are written to run on mobile devices, PWAs are compatible with on a webpage, allowing individuals to search and access from any device.
Of course, not all of us have the knowledge or capability to create a functioning app. Influencers are relying

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