Community: Build it and they will come

 

Funnels. Target audience. Engagement.

 

You might agree that these terms sound more robotic than human. And with the digital revolution, a lot of us are feeling uprooted and disconnected. 

 

This isn’t all bad news, because it points to what we need right now.

 

And one of those core needs is community, not curated Instagram grids or another drip campaign. Community in its most human sense – real, electric, and meaningful.

 

You already have the tools to bring about this change if you’re in a marketing role. You understand the power of influence, and you wield it within your department.

 

So here’s how to rebuild digital communities. 

And if you’re wondering about ROI, brand strength will follow as a natural result.

 

Your brand is a campfire

 

Rather than social listening to collect soundbites and weave them into next quarter’s strategy, use them as signals that are hinting at a greater need. Your brand doesn’t always have to offer a solution, it can also offer a space for important discussions.

 

Drill into the data to uncover what the people who engage with your brand are united by, what they want to feel like they’re a part of, and what change they’re trying to create. The change you bring about could be organising neighbourhood movie or game nights, creative gatherings at local coffee shops, or even a helpful programme for community members to share and swap items. 

 

Create containers, not content

 

Rather than feeding your community with content, use your platform as a container for self-expression. Roll out thought-provoking questions, challenges, and online or in-person events where speakers share insights that are not cookie-cutter (like a discussion where they share what hasn’t worked for them in their career, so the audience can learn by example and vulnerability).

 

Encouraging people to be their authentic selves by creating safe spaces where this is demonstrated will make a deep emotional impact, and lead to brand growth as well.

 

Move the spotlight

 

Make your digital community feel more like one by sharing the spotlight, and highlighting members of your community. Invite them to engage by planning fun challenges or story prompts so everyone’s voice has a chance to be heard.

 

You could even take this one step further by letting your community influence what happens next. Rather than chalking out your social media strategy in the boardroom, bring it to the floor and co-create something impactful with the people whose engagement makes your brand.

 

What’s the impact?

 

Individuals hold great power, so you can imagine what a community holds.

 

At its core, it’s about giving your audience a place to connect and build meaning together. Your brand simply provides the platform, and the social media channel lets you see how much of a difference you’re making.

 

Focus on how you want to make community members feel, and build your actions around that. The likes, saves, shares, and engagement will naturally follow.

 

So, if you’re ready to lay down the first brick of your next creation, consider working with our team. Whether it’s empowering words and design or social media communities that genuinely bring people together, we’re always up for a chat at [email protected]