Over the last couple of years, I’ve seen a major shift in how people interact with brands. It’s no longer enough to have a great product or a catchy slogan. Consumers today want connection—they want to be part of something bigger. And that’s where community marketing comes in.
At first, I thought community was just another buzzword. But after seeing firsthand how brands that invest in authentic, engaging communities are thriving, I’m convinced: community isn’t just the future—it’s a necessity.
The Power of Community
Gone are the days when influencer marketing was the only way to gain attention. Now, brands are starting to prioritize community trips over influencer trips. Instead of only flying influencers to exotic locations, brands are now taking their most loyal customers on these trips, building authentic, lifelong connections.
And it’s not just about trips. It’s about creating private spaces where your most dedicated fans can connect with you and each other, away from the noise of social media. Platforms like Discord or Substack are becoming the new hubs for brand engagement. Imagine building relationships that go deeper than likes or comments—where your audience feels seen and heard.
Beyond Products
One brand that’s doing this right is Saie. They’re not just selling beauty products; they’re creating a lifestyle. Their Substack shares everything from book bag recommendations to daily life at their HQ. It’s a perfect example of how brands can offer value beyond their core product and become a source of inspiration for their community.
Engagement Over Everything
Community marketing is about two-way conversations. It’s not just about putting out content but responding to comments, engaging with customers in meaningful ways, and showing your personality in every interaction. A brand that responds to its audience builds trust—and trust turns into loyalty.
Memories That Last
What truly stands out to me is how brands are facilitating offline experiences. It’s more than just a product transaction—it’s about creating memories that connect people to your brand in a personal way. These experiences build bonds that transcend the digital world.
The Whole Point Is…
Community is no longer optional. It’s a strategic must-have if you want your brand to survive in 2024 and beyond. If you’re not investing in community marketing yet, now is the time. Building real connections with your audience will keep them coming back, not because of what you sell but because of the relationships you’ve built.
What do you think the future of community looks like? Let me know in the comments below!
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