How to create an authentic ‘brand community’ on social media
Harness the power of people and human connection to build a loyal following.
At a glance:
What is brand community?
How to use social media to build a brand community
Start a loyalty program for consumers
Create a secret language
Encourage user-generated content and build brand awareness
Throw an event to drive brand loyalty
Amp up your customer service
Get personal and share your story
Embrace a larger purpose
Call it a craving for connection, call it clever marketing – one thing is clear: community building is the marketing strategy of the moment, and it's here to stay.
Not so long ago, the customer-brand relationship was simple: customer buys product, brand keeps in touch with sales notifications and tempting offers, customer hopefully spends again.
Today, that approach seems practically old-fashioned. In the era of 24/7 news, always-on social media and direct-to-consumer brands, customers expect instant responses, a personalised approach, and the ability to connect with others who share the same tastes.
And brand communities are just as beneficial for businesses, with research showing companies see an uptick in brand awareness and customer loyalty as a result.
How one brand community encouraged awareness and brand loyalty
Go-To Skincare is one business that has successfully created a brand community around its products. The Australian skincare brand has 23,000 members in its Facebook Group, Your Go-To Gang, where customers swap skincare tips, meet like-minded people and talk all things Go-To.
Last month, there were 161 posts in the Facebook Group – mostly initiated by customers, with founder Zoë Foster Blake occasionally dropping into the group to promote new releases and educate followers on products.
Emily-Rose Hills, founder of The Social Media Coach, says that Go-To is the perfect example of how to authentically cultivate a brand community (and with it, brand loyalty) and that this has helped the business balloon from a small start-up into a $177 million empire – with a level of awareness that has made it almost a household name – in just eight years.
"We're seeing more of this people-first, human-first philosophy."
“The Go-To community is so engaged because Zoë Foster Blake has invested in building her personal brand,” says Hills. “We're seeing more of this people-first, human-first philosophy. Brands have realised that people trust people, and humanising and ‘being real’ is what engages consumers the most.”
Go-To is an example of how one business harnessed the power of social media to create a thriving online community, and how that community has, in turn, built brand awareness, increased brand loyalty and, in some ways, done the marketers’ job for them.
Here’s how you can build a brand community of your own and foster awareness of your products and mission.
What is a brand community?
By definition, a brand community is a group of customers who share a collective interest in a business. The consumer is active, engaged and tends to be invested in the brand beyond the products it sells.
Cultivating a community experience around your brand is a powerful (and cheap) customer retention strategy - and a great way to build brand awareness. Community members become an army of ambassadors who help drive acquisition by referring new consumers, like mini marketers. (In fact, 64 per cent of marketing executives say word of mouth is the most effective form of marketing and building brand awareness, and 92 per cent of people trust recommendations from family and friends over advertising.)
"We've seen a shift from product-centric communities to people-led communities.”
Ultimately, building a brand community is about building human connections; brands that can tap into a communal dynamic and create a shared experience will see customers returning again and again, something a competitor just can't beat with a traditional marketing and branding approach.
"We've seen a huge shift from product-centric communities to people-led communities,” explains Hills of this brand-community versus top-down approach from marketers. “Human-led communities have a much higher engagement than product ones. Now, creators and followers are the brand.”
How social media can help build a brand community
To build a community around your brand, you need to provide a space for customers to converge and communicate – and today, social media makes that easier than ever.
Each social media platform has its own way of creating and fostering brand communities, Hills explains. “Facebook and LinkedIn [let you create] groups based on shared topics or interests,” she says.
“To stand out in a crowded space, you need to ensure you’re actually social.”
But regardless of which social media platform they are active on, businesses can create a sense of brand community by actively engaging with followers, potential customers and influencers (think: Likes, comments, shares) and encouraging them to do the same. Comment on your followers’ posts, for example, and give shout-outs to loyal customers. Eventually, your page will become the communal forum for your brand community.
“To stand out in a crowded space, you need to ensure you’re actually social,” Hills adds. “Many brands post great content but fail to follow up with community engagement. When you create [strong] connections with your followers through genuine engagement, you tend to create loyal, superfans who will defend your brand to the end of the earth.”
7 ways to cultivate an engaged brand community
1. Start a loyalty program
To start building your community, give customers an incentive to engage. When Priscilla Hajiantoni launched Bangn Body, her targeted beauty brand in 2019, she quickly realised the potential of a customer loyalty program to reward repeat customers and turn them into brand advocates.
Community members of her four-tiered B-Loyal program can earn points for following Bangn Body’s social channels and leaving reviews, which can then be redeemed on benefits including access to exclusive launches and invites to photoshoots and events. It’s an effective circular model – members who enjoy these perks are more likely to continue to engage on social media, and in turn help grow the brand community.
2. Create a secret language
Another way to make your customers feel like they belong to a community is to craft a distinctive tone of voice – even a unique vocabulary – that ensures your brand stands out.
The brands that are most successful at community building cultivate a communications and marketing style that is instantly recognisable to their customers, who may even come to adopt it themselves.
Take skincare business Frank Body, which refers to its loyal followers as ‘Frankfurts’ – branding them as members of a special club. Its language (on everything from its product labels to website and social media platforms) is consistently witty, relatable and fun, which helps humanise the brand and is inherently more likely to attract a brand community than a tone of voice that lacks personality.
3. Encourage user-generated content
A community is about a two-way relationship, so it’s important to get your members involved and engaged.
“We were receiving before-and-after images from customers that we would reshare with our audience.”
For Hajiantoni, encouraging user-generated content (UGC) on Instagram has proved a powerful tactic to build brand awareness and drive a sense of community. “In the beginning, we were receiving before-and-after images from customers that we would reshare with our audience: ultimately this is what created huge success for us,” she recalls.
“UGC has been key to showcasing [our] product benefits and has allowed us to remain true to our core. [The products] provide results, so UGC is the perfect tool for us, as we truly do have real customers with real results.”
"UGC is the perfect tool for us as we truly do have real customers with real results."
UGC serves as valuable social proof, which is a tried-and-tested customer acquisition strategy but it also enhances brand community. When a member’s content is shared on a business' social platforms, they’re likely to feel seen, important and more connected to the brand. Reposting UGC content is also likely speak to your target audience (because it features them!). Another marketing strategy is to create competitions where the best user-generated content wins a prize, or you could invite your followers to help name a new product.
4. Throw an event
Online relationships can complement real-life ones, and vice versa. One way to strengthen your brand community is to host an in-person event that’s promoted on social media. Activewear megabrand Lululemon executes this masterfully, regularly holding free yoga classes and group workouts for customers. Importantly, these events match seamlessly with the brand’s identity, and provide an opportunity for community members to meet up, make new connections and live out their love of the brand. Consider the events you could hold in-store that align properly with your brand identity and vision.
5. Amp up your customer service
A brand with a strong community will take customer relations to the next level, and consistently check in with followers for feedback. Again, social media makes this easier than ever, so kick off a conversation with your audience with a LinkedIn poll, a question box on Instagram stories, or a TikTok live.
“Get the conversation started by asking for opinions and insights.”
“You can get the conversation started by asking for opinions and insights, weighing in on interesting trends,” says Hills. “Then by showing followers you’ve taken on their advice and applied it to your brand, [it] says to your followers, ‘Hey, this company really cares about what I think’.”
But a good marketer doesn't just leave it there: the consumer needs their queries dealt with quickly, deftly and as personally (with personality) as possible. Feeling like just another number does not create brand loyalty.
6. Get personal and share your story
Sharing the real people and authentic stories behind your brand is one of the most compelling ways to build a community. Founders like Foster Blake who appear live on Instagram and speak directly to their customers create a sense of familiarity and that all-important human connection.
Others, who open up about their struggles – from mental health issues to miscarriage and cancer – can forge relatability and start an open dialogue with their followers, though you should always feel comfortable and confident in what you choose to share.
7. Embrace a larger purpose
There’s nothing like a shared purpose or greater mission to cultivate an online brand community. Identify a cause that’s authentically important to you and your brand, raise awareness on your social platforms and ask your followers for input. You could even donate a percentage of sales to a relevant charity.
Embracing a social mission will deepen your connection with your followers, build brand recall and grow your community – studies reveal that today’s consumers are four to six times more likely to champion purpose-driven companies – and also help make the world a better place. Just remember, concrete action and a long-term commitment to your cause is essential.
*As of August 1, according to Facebook group insights
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