In 2024, consumers spent $6.2 billion on TikTok, making it the fifth app in history to surpass $10 billion in revenue. This statistic reflects a growing trend where community, shopping, and the experience economy intersect – a strategy known as community commerce.
The good news is that over 70 per cent of brands already have a community. However, simply existing isn’t enough. To be truly impactful, it must be nurtured and strategically leveraged. Let’s explore the key principles behind building and sustaining an effective brand community.
What is a brand community and why does it matter?
A brand community is a network of engaged individuals who interact based on shared loyalty and interest in a brand’s products or values. Beyond fostering connections, it’s a powerful business tool that drives brand growth.
Community members exchange opinions and seek meaningful interactions with both the brand and fellow consumers. For companies, this presents an opportunity to gather valuable product feedback and identify emerging customer needs.
Unlike social media groups, where brands communicate with followers, brand communities thrive on member-to-member interactions, boasting higher engagement and faster growth. They also encourage innovation through challenges, offline events, and other new forms of interaction. Engaged members spend, on average, 19 per cent more than regular customers. Additionally, research from Sprout Social Index reveals that 78 per cent of satisfied consumers recommend brands they trust to friends and family.
How do you create a brand community?
Define your brand’s unique identity
Online communities significantly influence purchasing behaviour, with 81.6 per cent of shoppers more inclined to try new products because of them. But for a community to truly drive engagement and sales, it needs a strong foundation.
This starts with a clear understanding of what your brand represents and how it stands out from the competition. A strong brand identity, complete with a distinct voice and purpose, lays the foundation for community building. This identity will shape the way members interact, define discussion topics, and set the tone for engagement.
Sephora exemplifies this approach with its Beauty Insider community, which centres around inclusivity and self-expression. With over six million members, the platform features dedicated groups for skincare, haircare, and other popular categories.
Create a dedicated space
Brand communities typically emerge and thrive on social media. However, to maximise their potential, brands should adopt a multi-channel approach. Investing in cross-platform engagement – covering websites, social platforms, and apps – ensures a wider reach. Over time, redirecting community interactions into a centralised hub strengthens connections and enhances brand loyalty.
Airbnb demonstrates this strategy by fostering a brand community centred on sharing unique travel experiences. By encouraging guests to exchange stories and reviews, Airbnb cultivates a sense of belonging among its 150 million users. Additionally, its Community Center serves as a resource hub where hosts share insights and seek advice, reducing the need for traditional customer support.
Encourage meaningful interaction
A sizeable 66 per cent of brand community members say they are loyal to the brand. To strengthen this loyalty, engagement is key – and brands must take the initiative. Regular interactions, from starting discussions to reaching out to members, help foster an active and engaged community.
At Flowwow, a dedicated seller community currently operates within the MENA region. Engagement is maintained through a WhatsApp chat, where a community manager interacts with sellers daily – offering advice, conducting polls, and initiating discussions. This continuous interaction strengthens the community and fosters collaboration among members.
Leverage community feedback for growth
Consumers value transparent brand communication, with 88.1 per cent believing that two-way dialogue is essential for sharing feedback and opinions. A thriving community isn’t just about customer engagement – it’s also a source of invaluable insights that help brands refine their offerings based on user preferences.
LEGO has cultivated a passionate community through its LEGO Ideas platform, where fans submit designs for new sets. This approach has led to commercially successful launches, including Friends TV series sets. With 28,000 members discussing ideas on Reddit, LEGO’s model fosters both innovation and customer loyalty.
Measuring success
A successful brand community is built on clear objectives and measurable outcomes. Regularly assessing key performance indicators (KPIs) ensures strategic adjustments can be made based on data insights.
Metrics to track include:
- Engagement levels: Active participation, traffic growth, and the frequency of user contributions (e.g., discussions, recommendations, and content creation)
- Conversion impact: The number of purchases made through community channels, average order value compared to non-community purchases, and which products resonate most with members
- Customer Lifetime Value (CLV): The duration and frequency of a customer’s purchases, as well as the overall revenue generated
- Retention and churn rates: Studies show that emotionally connected customers – often nurtured through brand communities – are 70 per cent more valuable than those without such ties
By tracking these metrics, brands can refine their strategies to foster deeper relationships and drive sustainable growth.
Final thoughts
A well-nurtured brand community isn’t just a marketing asset – it’s a driving force behind engagement, loyalty and revenue growth. By defining a clear identity, fostering meaningful interactions, leveraging feedback, and continuously measuring success, brands can cultivate communities that not only enhance customer experience but also fuel long-term business success.
Irina Tatarinova is brand director at Flowwow.
See also
Small Business Saturday – how to promote your business – Small Business Saturday is coming up fast and it’s not too late to get involved. Here are a few tips and tricks to make the most of it