How These 6 Social Media Marketers & Creators Built Loyal Brand Communities

Over the previous yr, we have seen a serious shift on the subject of the significance of constructing social communities.

And, as of 2023, 90% of social media entrepreneurs say constructing an lively on-line neighborhood is essential to a profitable social technique.

Lively social communities may also help your prospects and clients join with one another; discover extra worth out of your services or products; and see your model as an trade skilled.

However understanding the significance of on-line communities and efficiently constructing one are two various things. Right here, I spoke with six social media entrepreneurs and creators at Vimeo, HubSpot, The Product Boss, Success Story, and On-line Advertising and marketing Made Simple to be taught their largest suggestions for constructing and sustaining efficient on-line communities.

Let’s dive in.

1. Be sure that your community-building techniques are distinctive to every platform.

Alexis Nash, Vimeo’s Social Media Lead, believes that tightly-knit communities must be constructed throughout every platform your model makes use of — as she places it, “communities put the ‘social’ in social media!”

Nonetheless, to successfully construct robust communities on every platform, you should adhere to one of the best practices of every particular person channel.

Nash says, “[Adhering to the best practices of each channel] yields a nuanced expertise reflecting audiences’ pure habits on every community. For instance, we’re amplifying user-generated content material with TikTok’s Duets characteristic this yr. We put up query stickers on Instagram Tales and repost solutions, sparking reciprocal dialogue. And, in 2023, we’re contemplating rewarding our most engaged followers by sharing unique materials via Instagram’s ‘Shut Associates’ characteristic.”

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Jacqueline and Minna of The Product Boss, a top-rated podcast that gives methods and suggestions for product entrepreneurs, have cultivated greater than 50,000 followers on Instagram alone, they usually agree that some of the essential parts of constructing and sustaining a profitable on-line neighborhood is by diversifying your content material for every platform to meet the wants of that viewers.

As they put it, “We’re actually proud to say we’ve constructed a very robust international neighborhood of product bosses round us. We love to indicate up socially in several methods. We hold it fairly dynamic, whether or not it’s LIVE’s, IG tales, Reels, FB Group posts and occasions, and above all, we encourage them to indicate up WITH us and sometimes thank them for doing so. We’re beneficiant in our info and conversations, so we make it a enjoyable, relatable, optimistic neighborhood to be part of.”

Mat Cruz, Neighborhood Administration & Progress Specialist for the HubSpot Social Media group, agrees with this sentiment. As he places it, “You’ll by no means attempt to develop a plant in an atmosphere that doesn’t go well with it. Much like crops, communities develop greatest when they’re nurtured in environments the place connection is straightforward and wishes usually are not solely met, however exceeded.”

Take the time to guage what sorts of content material carry out greatest on every platform, and what sorts of conversations occur on every.

Over time, you will need to create community-building methods which are distinctive for every platform — or, if you do not have the assets to dedicate to every platform, as an alternative determine one platform you’d wish to go all in on on the subject of cultivating a robust neighborhood.

2. Encourage your neighborhood via beneficial content material.

Amy Porterfield is a marketing consultant for entrepreneurs, in addition to the host of On-line Advertising and marketing Made Simple, a top-ranking enterprise podcast, and creator of Two Weeks Discover. She’s additionally constructed a robust, loyal social following — the truth is, her Instagram alone has over 330,000 followers.

Porterfield believes an important part of constructing a robust on-line neighborhood is sweet content material.

As Porterfield informed me, “When constructing your on-line neighborhood, your aim is at all times to go away your followers considering, ‘If that is what they provide totally free, I’m wondering what their paid content material is like?’ So don’t be afraid to offer your greatest stuff away totally free.”

Porterfield continues, “It’s vital to encourage your neighborhood to dream large, then persistently supply them irresistible free worth to assist help them in making progress on their goals.”

As an illustration, you may put up a video on Fb and ask your neighborhood to weigh in with their very own opinions. Alternatively, you may take a look at out polls on Instagram to get your viewers engaged in a fast and simple means.

Or, think about how Porterfield gives free Masterclasses to her social followers, just like the one posted beneath:

With out grounding your neighborhood in really beneficial, thought-provoking content material, it will not be simple to compel them to stay round.

3. Get to know your neighborhood and determine what function your on-line neighborhood goals to serve.

A couple of years in the past, I joined a yoga workshop as a result of I needed to attach with like-minded individuals who additionally loved practising yoga.

In different phrases: I needed to discover a neighborhood centered round my pursuits.

Equally, folks be a part of on-line communities to attach with individuals who share their passions or objectives. So, to successfully domesticate an internet neighborhood, Cruz recommends entrepreneurs take the time to grasp their audiences’ pursuits and the aim(s) of your neighborhood.

Cruz informed me, “You may need to ask your self what function your on-line neighborhood goals to serve. Is it to entertain? To coach? To have interaction in dialog? Figuring out who and why you’re crafting connections helps you establish the subsequent key determination — the place to plant your neighborhood’s seeds.”

He provides, “For instance, in case you have a neighborhood of artists seeking to share their work with different creatives, Instagram could be greatest. Whether or not you’re sharing a tutorial through Instagram Reels or your newest assortment via a carousel, Instagram’s platform has customers primed to count on and interact with such content material. However, if you’re seeking to host occasions and join giant teams of individuals, Fb could also be a greater place to develop since its instruments and options make it simple to create occasions, type teams, and host conversations.”

It is as much as you to determine the pursuits of your viewers, and the way these pursuits may tie again to what you are promoting’ services or products. But it surely’s an important part of constructing the proper form of on-line neighborhood on your model.

Nash agrees that conducting analysis is a vital step to take when constructing on-line communities. She says, “At Vimeo, we’ve launched polls and requested questions on social to evaluate our customers’ demographic make-up, wants, and habits patterns. Use this information to nurture relationships together with your current neighborhood and supply worth.”

As Nash places it, “Many groups hyper-fixate on rising their follower numbers, alienating their current neighborhood.”

Check out how Vimeo cleverly makes use of Twitter to ask focused questions and construct a extra complete view of their Twitter viewers:

4. Provoke considerate debate, and be distinctive.

Scott Clary, host of Success Story podcast, has cultivated greater than 85,000 subscribers on his YouTube channel, and he encourages entrepreneurs to impress considerate discussions with their on-line communities.

He informed me, “This implies difficult the established order and inspiring your viewers to suppose otherwise. Give them one thing to query, one thing to debate, and one thing to problem their current beliefs. That means, they are going to be extra more likely to keep in mind you, even when they disagree with you. This could additionally imply giving them a discussion board to debate vital subjects round your space of experience.”

Clary additionally recommends entrepreneurs embrace ​contrarianism. He says, “Not everybody goes to like what you must say, and that is okay. In truth, it is wholesome. When you attempt to please everybody, you will solely find yourself pleasing nobody. Be daring, be distinctive, and do not be afraid to show some folks off. Your true followers will likely be all of the extra loyal for it.”

Whereas it is vital your model stay empathetic, inclusive, and type, it is equally very important so that you can present experience or a thought management perspective to your neighborhood, and which may imply creating content material that demonstrates your personal model’s stance on trade challenges and greatest practices.

5. Domesticate a susceptible, real area for folks to be themselves.

Lastly, it is important to apply authenticity in your neighborhood. People be a part of communities to attach with different people. So to domesticate a robust neighborhood, it is your job because the neighborhood chief to foster a real, open area for folks to be their full selves.

As Jacqueline and Minna of The Product Boss put it, “You need to present up typically, however imperfectly, and most significantly, genuinely — we ask them to remain, we ask them to comply with us. We ask them to work together and lean on one another, as we equip them on the best way to construct their companies. Asking and alluring them, and caring for their wants, helps construct a bond in your neighborhood.”

They add, “And, above all, be your self — the best folks on your neighborhood will gravitate in direction of you and the improper folks will likely be repelled, and that is really factor.”

As an illustration, check out certainly one of The Product Boss’ latest Instagram put up about the true struggles behind entrepreneurship. Most significantly, take note of the feedback, stuffed with individuals who really feel validated, heard, and understood.

Vimeo’s Nash agrees. As she places it, “Take into consideration LinkedIn’s evolution from a buttoned-up networking area to a real social platform. Customers talk about all the pieces together with psychological well being, household life, humorous interactions that they had that morning, and extra. As LinkedIn communities let their hair down, manufacturers might profit from matching that vulnerability.”

She continues, “It doesn’t matter what community-building techniques you select, lead with humanity. Social entrepreneurs should faucet into their empathy to make their audiences really feel heard, enhance their every day lives, and domesticate lasting relationships.”

Examples of How Sephora, Google, and Twitch Constructed Robust Model Communities

1. Google invests in Labs. 

At Google, neighborhood success comes within the type of collaborative teams, or what Google calls “Labs.”

Every Google Lab brings collectively roughly 100 thought leaders, in particular industries, to deal with a few of right now’s most urgent points. Google Labs foster mutual respect and concern amongst members, which spawn conversations, collaborations, and alternatives that have been by no means attainable earlier than. It is a part of what retains Google on the high of each “most modern” firm record right now.

For instance, Google’s Meals Lab focuses on the manufacturing, buy, and presentation of meals. Its members tackle high meals challenges, from “How will we transfer our tradition to a plant-forward weight loss plan?” to “How will we eradicate waste in our meals system?”

2. Twitch succeeds with native teams.

Twitch attracts over 2 million folks monthly to look at and livestream digital video broadcasts. Their strategy is constructed on a two-sided market: they should entice broadcasters, in addition to viewers members. Local people teams assist them succeed.

Twitch has constructed a worldwide group to help over 40 native, city-based teams, every of which hosts real-life and digital occasions that foster real friendships and deep relationships between native Twitch members. Nonetheless, native teams (and their leaders) should display how nicely they’ll deliver members collectively, first.

These native teams permit Twitch to rework on-line interactions — which may typically really feel transactional — into connections which have actual that means. Members return repeatedly to the model, and recruit others to take part, as a result of Twitch is an area the place genuine emotional investments occur.

3. Sephora says “sure” to magnificence lovers.

Sephora — one of many largest magnificence retailers on the planet — has invested in constructing a make-up fanatic neighborhood that’s each accessible on cellular gadgets and built-in into the buying expertise.

Contained in the neighborhood, members can talk about quite a lot of magnificence merchandise and strategies, no matter whether or not they’re associated to Sephora merchandise or not. Throughout the neighborhood, Sephora allows members to comply with fascinating subjects and join with fellow members, sustain with traits and chat with manufacturers, and rating entry to unique occasions.

Neighborhood members also can acquire entry to magnificence methods and product info, interact with magnificence firm founders, and expertise an affirming area with others who love the enjoyable, play, and transformation of make-up.

Finally, cultivating a robust on-line neighborhood takes effort and time, however it would pay-off within the long-run by enabling your model to create efficient, significant connections together with your viewers. 

Able to get began with your personal on-line neighborhood? Check out Find out how to Launch a Profitable On-line Neighborhood: A Step-by-Step Information.