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

Over the previous yr, we have seen a serious shift in relation to the significance of constructing social communities. And, as of 2024, 86% of social media marketers say building an active online community is crucial to a profitable social technique.

Energetic social communities can set up your model as an trade professional and supply further worth to your customers. However understanding the significance of on-line communities and successfully building one are two various things.

That is why I spoke with six social media entrepreneurs and creators who’ve labored with  Vimeo, HubSpot, The Product Boss, Success Story, and On-line Advertising and marketing Made Simple to study ideas for constructing and maintaining effective online communities.

Let’s dive in.

Constructing Model Communities [Expert Tips]

1. Ensure your community-building ways are distinctive to every platform.

Alexis Nash, Vimeo’s former 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 have to adhere to one of the best practices of every particular person channel.

Nash says amplified user-generated content material with TikTok’s Duets characteristic in 2023. The corporate posted query stickers on Instagram Tales and reposted solutions, sparking reciprocal dialogue.

Moreover, they reward their most engaged followers by sharing unique materials by way of Instagram’s “Shut Buddies” characteristic.

Nash explains, “[Adhering to the best practices of each channel] yields a nuanced expertise reflecting audiences’ pure conduct on every community.”

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Jacqueline and her former co-host Minna of The Product Boss, a top-rated podcast that gives methods and ideas for product entrepreneurs, have cultivated greater than 97,600 followers on Instagram alone.

They agree that one of the vital essential elements of constructing and sustaining a profitable on-line group is by diversifying your content material for every platform to satisfy the wants of that viewers.

As they put it:

“We’re actually proud to say we’ve constructed a very robust world group of product bosses round us. We love to point out up socially in numerous methods.

We preserve 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 point out up WITH us and infrequently thank them for doing so.

We’re beneficiant in our data and conversations, so we make it a enjoyable, relatable, constructive group to be part of.”

Mat Cruz, former Neighborhood Administration & Progress Specialist for the HubSpot Social Media workforce, agrees with this sentiment.

“You’ll by no means attempt to develop a plant in an surroundings that doesn’t go well with it,” he says. “Much like vegetation, communities develop greatest when they’re nurtured in environments the place connection is simple and wishes aren’t solely met, however exceeded.”

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

Over time, you may need to create community-building methods which can be distinctive for every platform.

Or, if you do not have the assets to dedicate to every platform, as a substitute determine one platform you’d prefer to go all in on in relation to cultivating a robust group.

2. Encourage your group by way of priceless content material.

Amy Porterfield is a marketing consultant for entrepreneurs, in addition to the host of Online Marketing Made Easy, a top-ranking enterprise podcast, and writer of Two Weeks Notice.

She’s additionally constructed a robust, loyal social following — in truth, her Instagram alone has over 433,000 followers.

Porterfield believes crucial part of constructing a robust on-line group is nice content material.

As Porterfield instructed me, “When constructing your on-line group, your aim is all the time to depart your followers pondering, ‘If that is what they provide at no cost, I’m wondering what their paid content material is like?’ So don’t be afraid to present your greatest stuff away at no cost.”

Porterfield continues, “It’s necessary to encourage your group to dream huge, then persistently supply them irresistible free worth to assist assist them in making progress on their goals.”

For example, you may submit a video on Fb and ask your group to weigh in with their very own opinions. Alternatively, you may check out polls on Instagram to get your viewers engaged in a fast and simple method.

Or, take into account how Porterfield provides free Masterclasses to her social followers, just like the one posted under:

With out grounding your group in really priceless, thought-provoking content material, it will not be straightforward to compel them to stay round.

3. Get to know your group and determine what objective your on-line group goals to serve.

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

In different phrases: I wished to discover a group 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 group, Cruz recommends entrepreneurs take the time to grasp their audiences’ pursuits and the aim(s) of your group.

“You will need to ask your self what objective your on-line group goals to serve. Is it to entertain? To coach? To interact in dialog?” Cruz instructed me.

He explains, “Figuring out who and why you’re crafting connections helps you establish the subsequent key choice — the place to plant your group’s seeds.”

He used a group of artists for instance. 

He says you probably have a group of artists seeking to share their work with different creatives, Instagram is likely to be greatest.

Whether or not you’re sharing a tutorial through Instagram Reels or your newest assortment by way of a carousel, Instagram’s platform has customers primed to count on and have interaction with such content material.

“Alternatively,” he explains, “in case you are seeking to host occasions and join massive teams of individuals, Fb could also be a greater place to develop since its instruments and options make it straightforward 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 your enterprise’ services or products. But it surely’s a significant part of constructing the proper sort of on-line group on your model.

Nash agrees that conducting analysis is a crucial step to take when constructing on-line communities.

She says, “[Vimeo] launched polls and requested questions on social to evaluate its customers’ demographic make-up, wants, and conduct patterns. Use this information to nurture relationships along with your current group and supply worth.”

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

Check out how Vimeo cleverly makes use of X to ask focused questions and construct a extra complete view of its X 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.

“This implies difficult the established order and inspiring your viewers to assume otherwise,” he says. “Give them one thing to query, one thing to debate, and one thing to problem their current beliefs.”

He explains they are going to be extra prone to keep in mind you, even when they disagree with you.

“This could additionally imply giving them a discussion board to debate necessary subjects round your space of experience,” he says.

Clary additionally recommends entrepreneurs embrace ​contrarianism as a result of not everybody goes to like what it’s a must to say.

“And that is okay,” he says. “The truth is, it is wholesome. For those who attempt to please everybody, you may solely find yourself pleasing nobody. Be daring, be distinctive, and do not be afraid to show some folks off. Your true followers will probably be all of the extra loyal for it.”

It is necessary your model stays empathetic, inclusive, and type.

Nonetheless, it is equally important so that you can present experience or a thought management perspective to your group, and that may imply creating content material that demonstrates your personal model’s stance on trade challenges and greatest practices.

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

Lastly, it is vital to follow authenticity in your group. People be a part of communities to attach with different people.

So to domesticate a robust group, it is your job because the group chief to foster a real, open area for folks to be their full selves.

As Jacqueline and Minna put it, “You must present up typically, however imperfectly, and most significantly, genuinely — we ask them to remain, we ask them to observe us.”

They clarify, “We ask them to work together and lean on one another, as we equip them on find out how to construct their companies. Asking and welcoming them and caring for their wants helps construct a bond in your group.”

They add, “And, above all, be your self — the appropriate folks on your group will gravitate in direction of you and the improper folks will probably be repelled, and that is really a superb factor.”

For example, check out one in every of The Product Boss’ current Instagram submit about the actual struggles behind entrepreneurship. Most significantly, take note of the feedback, crammed with individuals who really feel validated, heard, and understood.

Nash agrees.

As she places it, “Take into consideration LinkedIn’s evolution from a buttoned-up networking area to a real social platform.”

She says, “Customers talk about every little thing, together with psychological well being, household life, humorous interactions they’d 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 ways you select, lead with humanity. Social entrepreneurs should faucet into their empathy to make their audiences really feel heard, enhance their each day lives, and domesticate lasting relationships.”

Model Neighborhood Examples

Listed here are some examples to think about when constructing a model group. If on the finish, you’re feeling able to carve out your personal group, check out How to Launch a Successful Online Community: A Step-by-Step Guide.

1. Google invests in Labs. 

At Google, group 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 this moment’s most urgent points.

What I Love: Google Labs fosters mutual respect and concern amongst members, which spawns conversations, collaborations, and alternatives that had been by no means potential earlier than.

It is a part of what retains Google on the high of each “most modern” firm checklist right this moment.

2. Twitch succeeds with native teams.

Twitch attracts round 2.5 million people per month to look at and livestream digital video broadcasts.

Their method 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 workforce to assist over 40 local, city-based groups, 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 reveal how nicely they will convey members collectively, first.

These native teams permit Twitch to remodel on-line interactions — which might typically really feel transactional — into connections which have actual that means.

Members return time and again to the model, and recruit others to take part, as a result of Twitch is an area the place genuine emotional investments occur.

What I Love: Twitch has constructed a robust model group that transcends the platform by specializing in the native facet of group constructing. 

3. Sephora says “sure” to magnificence lovers.

Sephora — one of many largest magnificence retailers on this planet — has invested in constructing a makeup enthusiast community that’s each accessible on cellular units and built-in into the buying expertise.

Contained in the group, members can talk about a wide range of magnificence merchandise and strategies, no matter whether or not they’re associated to Sephora merchandise or not.

Throughout the group, Sephora permits members to observe attention-grabbing subjects and join with fellow members, sustain with tendencies and chat with manufacturers, and rating entry to unique occasions.

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

Professional-Tip: When constructing a model group consider methods you may bridge the hole between customers and specialists, making a secure area on your clients to get recommendation and higher perception into your merchandise. 

4. Roblox is its personal digital world.

I merely cannot discuss model communities with out mentioning Roblox. If you do not know, Roblox is an internet gaming platform with 70.2 million each day lively customers as of January 2024. 

The platform permits customers to construct video games, generate digital worlds, and create avatars to immerse themselves within the digital group.

Even celebrities like Lil Nas X, LeBron James, and Miley Cyrus have joined the Roblox metaverse by internet hosting particular in-game meet-ups and concert events.

Professional-Tip: Roblox has created a completely immersive expertise for customers. Take into consideration the best way your model group may be immersive on your customers.

What could make the group thrilling and interesting in a method that may preserve them coming again for extra?

5. Tumblr maintains rapport with its customers. 

HubSpot advertising and marketing supervisor Erica Santiago just lately spoke to the Chief Advertising and marketing Officer of Tumblr, Matthew Ryan, about how Tumblr has maintained a thriving online community since its inception in 2007. 

“We lean towards two model tenets,” he defined to Santiago. “The primary one is fandom; we’re a terrific place for followers to essentially go deep into their specific fandom of selection.”

Ryan stated different platforms are locations the place followers might go to present dwell reactions to their favourite collection, however Tumblr is the place fandoms dwell lengthy after a collection wraps.

The explanation behind this, in line with Ryan, is that may be a platform that isn’t closely pushed by algorithms. It is extra of a “clean” platform that enables customers to submit and work together with no matter they need. 

“Our customers have the flexibility to create or produce their artwork and their tales round characters and plots they discover compelling,” he stated. “Fandom is an enormous supply of our creativity and life on the platform.”

This results in the model’s second tenet—offering a digital area for artwork and artists to thrive. 

“We’re a clean platform and one of many solely platforms that also permits all media varieties and has executed so because the inception of Tumblr … That offers artists, particularly, a ton of freedom,” he stated. 

Professional-Tip: Take into consideration your core viewers and the distinctive qualities and pursuits they convey to the desk. Discover methods to construct group round these qualities and pursuits. This exhibits you are in tune along with your customers and what greatest serves them.

6. Apple builds a group to assist questions and assist customers. 

You may assume a model as huge as Apple would not have a lot use for on-line communities, however the firm truly discovered a easy however distinctive option to incorporate the idea of group into its advertising and marketing.

Apple’s model group consists of volunteers who’re passionate and educated concerning the firm’s merchandise. They dedicate trip of their day to assist clients with any questions or bugs they’re experiencing. 

Apple rewards the volunteers by inserting high commenters in an unique Apple professional group, lending legitimacy and belief to the volunteers and prompting extra clients to hunt their assist.

Professional-Tip: Contemplate offering incentives and rewards for group members to be as lively and as useful as they will. These rewards may be entry to unique options or areas. 

7. Adobe Help Neighborhood

For those who’ve ever edited a video with Adobe Premiere, then there is usually a little bit of a studying curve when utilizing Adobe and its merchandise. The truth is, there are some faculty programs devoted to studying its fundamentals. 

That is why Adobe has its personal assist group the place creatives can collect on-line and commerce recommendation on utilizing Adobe merchandise.

What I Like: Adobe understands that whereas its merchandise are priceless, they are often sophisticated to newbies, so it fostered a group the place its customers can get the solutions they want and develop as creators. 

Finally, cultivating a robust on-line group takes effort and time, however it should repay in the long term by enabling your model to create efficient, significant connections along with your viewers.