We all know the digital marketing landscape is crowded. And while traditional social media still has plenty of merits, many feel it has become impersonal, bland and disconnected from what audiences want.
Enter community-based platforms, where intimacy and direct engagement have the space to really blossom.
Fast Facts
Take WhatsApp: In many places, it’s more than just a messaging app—it’s a cultural staple. Tapped in brands are already creating groups for product launches, customer service and even doling out special perks to VIP lists.
With such strong regional success, it’s really only a matter of time before this model catches fire globally.
Discord, on the other hand, has become a haven for brands seeking to tap into niche communities, like gamers, tech enthusiasts or hobbyists. Its versatility allows for voice, video and text-based interactions, making it a superb tool for fostering engagement…but only if it’s used the “right way.”
4 Tips for Community-Building Success
Simply setting up a group and hoping for the best is a recipe for failure. Success requires thought, authenticity and—this is the essential part—heart.
1. Hire a Passionate Community Manager
Your community manager isn’t just the person approving messages—they’re the lifeblood of your group. Look for someone who knows your niche inside-out and who genuinely enjoys discussing the topics at hand. After all, it’s up to them to set the tone and keep your members happy.
This isn’t something that can be faked beyond a day or two…and trying to do so within a group of shrewd members is not going to end well.
2. Create a “Brand-Within-a-Brand” Identity
Your community should feel like a secret club with its own personality, traditions and flavor.
Be sure not to veer too far from your big brand identity, though. Take the time to strike the right balance.
3. Foster Meaningful Engagement
No one wants to join a group to be bombarded with ads. No one.
Instead, focus on activities that deliver actual value!
- Share behind-the-scenes content. You can be a little grittier and less polished here.
- Offer goodies like discounts, early access and true sneak peeks at new products.
- Encourage and reward user contributions—like fan art, testimonials or member-led discussions.
While you can certainly use this medium to address concerns and complaints directly, you shouldn’t try to stifle them. Users are smart and savvy enough to create their own non-branded groups if push comes to shove, leaving your brand out in the cold.
4. Adapt to Regional Norms
How people use platforms varies by region and your strategy should take this into consideration. Understand the habits of your target audience before diving in. (Which ties back to point one; community managers should be allowed to shine.)
Challenges & Solutions
Of course, managing a thriving community comes with its share of hurdles. Here are a few common pitfalls—and how to sidestep them.
- Scaling Personalization: As your community grows, keeping it personal can feel impossible. If necessary, you can use tools like automated responses for FAQs, but never forget that losing the human touch can derail everything you’ve worked so hard for.
- Moderation: Toxicity or spam can derail your efforts fast. Form and revise guidelines and policies as needed. Empower active members to help enforce these.
- Maintaining Activity: A ghost town isn’t exactly inspiring. Post a consistent stream of content, events, giveaways and prompts.
What Now?
Community platforms are completely changing the way brands connect with audiences. They offer unmatched opportunities for trust, loyalty and authentic engagement.
Adapt early. Start small, focus on building genuine relationships and watch your community (and brand) flourish.
bree steinbronn 