Why your Brand Needs it’s Own Online Community
You can copy the exact model of Instagram, Facebook and Twitter for your specific industry
When social media first became a thing it was just a way for us to connect with our friends and family. But where there is attention there is an opportunity for an economy. Eventually peer-to-peer monetization opportunities made their way onto the internet. It was around that time yet-to-be influencers probably began realizing that the more people they connected with on the internet the more opportunities for sales they would have. Why be limited by just the people you know in real life?
From there the guerilla-style marketers around us began the grind to get more attention through various means. Content creation, direct messaging or follow-for-follow. I actually know a guy who ended up following 500 thousand accounts when Instagram first came out (the limit is now 7500 with a daily governor of 160 accounts that you can follow).
It was in these early days that an economy was being born. People were finding ways to make money and then eventually those same people needed support to scale their businesses eventually. Then people started making businesses around those support roles and so on.
While the roles within this developing ecosystem have always evolved, one thing that has remained the most valuable asset, and is considered ”digital gold”, is attention.
Everything around the internet revolves around attention. The internet doesn’t transact unless someone is paying in the currency of attention span. People only give their attention to things that empower, educate, entertain or enlighten them. Because of this social media has served as the perfect ecosystem to provide all of these benefits for the attention givers that use their platform.
Early creators on these platforms were able to amass huge followings very quickly as the world enjoyed being able to directly connect with the source of what fulfilled them. In turn creators received fulfillment in being able to provide impact at scale. Ten thousand people would choose to subscribe to a creators account and the ten thousand people would interact with the creators content when it was released. With this model how could big brands not get involved.
The social media platforms understood quickly they had to find a way to get involved that didn’t involve charging the attention givers for access. This would have been the fastest way to risk losing their place as THE attention marketplace.
So they did the next best thing which was to get more active in the way the attention marketplace transacted. They did this by switching the content feed to an algorithm format from the previous chronological format. Essentially they used complicated math which incorporated who you were following combined with the popularity of the poster and from there they were able to show you whatever they felt like in the feed.
Controlling how users transacted attention meant they could pick and choose who would have priority during your platform experience. Consequently the current algorithm format means that creators are now only able to organically connect with 10% of their audience at any given time. The ability for new people to find your content also was diminished quite a bit as the algorithm also had an SEO influence. But this allowed social media platforms to begin making creators pay to have access to their full audience or new followers in the forms of ADs. This meant that if you wanted your entire audience to see your content you had better make sure you have a plan to make more money than you spend no ADs.
Consequently this started burning out creators who were just trying to entertain/connect with people or new brands trying to establish themselves but don’t have the capital to even start with ADs just yet.
The algorithm is here to stay which means creators will only have access to a portion of their audience in rotating amounts. Instead of crying about it, I want to talk about a solution that already exists that’s better than social media ever was for strengthening your specific brand.
Create Your Own Online Community Around Your Brand
Having your own online community puts the power of social media in your hands. You know you are in control of your ecosystem’s content feed and can choose the order and the vibe. You also take on the workload of having to keep their attention but at least this time the attention they give operates within your set community parameters..
The way the funnel works is you would simply use the mainstream social media platforms as a brand awareness platform by posting your usual content and then with each eyeball you get on each piece of content you begin directing them towards your branded community platform. In this ecosystem you are provided the opportunity to consistently communicate with your hard-earned audience at a potential 100% reach rate especially with the right marketing and management strategy..
Having a marketing strategy that incorporates a similar funnel will become vital for brand awareness campaigns as it adds an additional layer that most teams don’t have a specialist for. You will have to create engaging content on mainstream social media platforms. Have a tight funnel back to your community. And now you have to create engaging content and conversation for the members of the community. Imagine you are replicating the Disney business model at a proportionally smaller scale. Where the Disney channel on cable TV is your “social media profile” and then your “online community” is the Disney World.
Just like Disney, if done right this will drive up lifetime customer value while also providing the opportunity for community members to give you valuable feedback as well as give you immediate support if you choose to launch additional verticals within your business.
Current Online Community Examples
Social media platforms such as Facebook, Instagram, and Twitter have enabled brands to connect with their customers on a more personal level. However, newer platforms such as Discord, Reddit, and LinkedIn have emerged as powerful tools for community building and engagement. These platforms allow creators and entrepreneurs to create focused communities around their brands, which can lead to increased engagement, loyalty, and ultimately, sales.
Here are some examples:
- Facebook Groups: Facebook groups are a popular choice for creators and entrepreneurs to build communities around their brands. For instance, Jeffree Star, a popular makeup brand, has a Facebook group where members can share their makeup looks, ask for advice, and engage with the brand on a personal level. Similarly, Peloton, a fitness equipment company, has a Facebook group for its customers to connect and share their fitness journeys.
- Discord: Discord is a chat platform that has become increasingly popular among gamers, but it’s also a great tool for community building. For example, Atlas Obscura, a travel and exploration company, has a Discord server where members can connect, share their travel experiences, and learn about new places to explore. This platform is ideal for brands that want to build a community around a shared interest or passion.
- Reddit: Reddit is a social news platform where users can submit content and participate in discussions. Brands can create subreddits (sub-communities) where users can engage with the brand and each other. For instance, Glossier, a beauty brand, has a subreddit where customers can share their experiences with the brand and get product recommendations from other users.
- LinkedIn: LinkedIn is a professional networking platform that has become increasingly popular for community building. For example, Neil Patel, a digital marketing expert, has a LinkedIn group with over 50,000 members. Members can ask questions, share advice, and connect with other professionals in the industry. This platform is ideal for B2B brands that want to connect with their target audience on a professional level.
In conclusion, leveraging the power of online communities can help creators, entrepreneurs and even app developers build a community around their brand, leading to increased engagement, loyalty, and sales. Now is the time to take ownership of your micro-niche and start building internet equity from a thought leadership perspective. Social media platforms have given us the blueprint on how to build online communities. Developers have given us the tools to build our own.
Visit www.CommunityistheBrand.com if you have some interest in building an online community for your brand but aren’t sure where to start, consider my services. I can help you strategize, build, and manage your online community, ensuring that your brand stands out in a crowded online space. Don’t hesitate to reach out to me for more information on how we can work together to achieve your community marketing goals. Let’s build a thriving community for your brand!
