It’s more complex. When people belong to a group you don’t have to target individuals, you can deal with the group. For instance the audience of a specific mag

It’s more complex. When people belong to a group you don’t have to target individuals, you can deal with the group. For instance the audience of a specific magazine can be reached through that magazine, members of an union will follow the union’s decisions, etc. You might need to fight the influencers of the group to have them align with your interests, but that’s only a few people vs multiple thousands of individuals. A different way to look at it: cults and ideologies also try to rally isolated individuals as they are easier to target, but in the end they need them part of the group to be manipulated, they can’t stay stray sheeps doing what they want in the wilderness.