Why Community Building Is More Important Than Follower Count
Building a following on social media isn’t enough. Algorithms change daily, organic reach keeps shrinking and audiences are more sceptical than ever of traditional advertising. The businesses winning right now are the ones putting community first, creating spaces where people feel connected, valued and inspired to belong.
This shift is one of the most exciting opportunities for brands of all sizes to leverage and take advantage. Follower counts might give you numbers but communities give you advocates.
Why Community Matters More Than Ever
Trust is shifting. People are far more likely to believe peers than polished brand ads.
Belonging sells. Communities give customers a sense of identity and shared values.
Loyalty grows. People stick with brands that make them feel part of something bigger.
Think of it this way: an audience listens. A community participates.
How to Build a Brand Community
Building community doesn’t mean you need a huge budget or a massive team. Here are a few ways to start:
Define your purpose – why should people gather around your brand? Is it inspiration, education, belonging, lifestyle?
Pick your platform – it could be a private Facebook group, Instagram broadcast channel, WhatsApp community, Slack channel, Discord server, or even in-person events.
Create space for conversation – don’t just broadcast content, ask questions, host polls, invite members to share.
Shine a spotlight on members – highlight user stories, repost their content or run community features.
Offer value beyond your product – think tips, support, events or a sense of belonging people can’t get elsewhere.
How does that translate in the real world?
Let’s say you are a:
Local yoga studio – Instead of only posting class timetables, the studio could create a private Facebook group for members where they share wellness tips, guided meditations, healthy recipes, charity classes or even coordinate social meetups. The focus shifts from “attend our class” to “belong to our lifestyle.”
Independent coffee shop – Build a community around local culture. The café could host monthly open-mic nights, create a loyalty WhatsApp group with exclusive perks or share member-generated latte art photos on Instagram. Customers start to feel part of the shop’s story, not just transactions.
B2B consultancy – Instead of just sharing blogs on LinkedIn, create a small LinkedIn group for clients and prospects where members can discuss challenges, trends, and ideas. By facilitating these conversations, the consultancy becomes a trusted hub, not just a service provider.
Done right, communities deliver more than engagement, they transform businesses:
Advocacy – members spread the word organically.
Retention – loyalty rises when people feel connected.
Insight – direct feedback helps shape products and services.
Cost savings – less reliance on paid ads when growth is driven by word of mouth.
Getting Started Today
If you want to take the first step toward building a brand community:
Identify your most engaged audience segment.
Start with one platform or channel where they’re already active.
Commit to genuine interaction, quality over quantity.
Assign responsibility (even if it’s one person for now).
Remember: communities grow from small, consistent actions!
Want our help building a community tailored to you? Book your free community consultancy call below.
