Why is building a brand community becoming such a priority? Learn the best practices of creating a brand community with 10 examples to inspire your own.
Community-based social commerce is reshaping how brands engage with their audiences.
And as more consumers seek authentic connections and shared experiences with fellow customers, creating a brand community has become more important than ever.
We've seen firsthand how building influencer communities helps brands foster loyalty and a base of ongoing advocates creating promotional content.
The same benefits apply to brand communities, too. In this post, we’ll explore:
A brand community is a group of customers and fans who connect over shared values and experiences related to a brand and its products.
Through ongoing engagement, these online communities help brands by:
Brand communities are extremely visible in the CPG space. Consider how many consumers have a fierce loyalty to their favorite coffee brands or skincare products.
Starbucks vs. Dunkin. Glossier vs. Milk Makeup. You get the idea!
When fostered by a brand, customer loyalty can translate into shout-outs, social proof and content at scale. This level of advocacy comes from loyalty and the fact that consumers have aligned these brands and products with their own identities.
Again, the rise of community-based social commerce isn't something brands can ignore.
Consider how the average consumer relies on recommendations from other consumers to make purchasing decisions. Through community-building, brands can put those recommendations front and center for their target audiences across social media.
Below are new marketing statistics that support the boom of brand communities:
All of the above highlights why investing in community-building isn’t just a trend - it’s a powerful strategy. As more brands turn to community-driven marketing, those with strong, engaged communities see the most scalable growth and loyal customer bases.
Growing your influencer program with brand enthusiasts is a great starting point.
However, it's just one piece of a larger puzzle of brand community-building.
To drive results, it’s essential to foster a strong community that enhances brand trust and loyalty through authentic, community-driven connections. Below are best practices to consider.
Communities are built based on interactions, plain and simple.
The more you take advantage of interactive content, the better. Features across social platforms like polls, Q&As and livestreams can all help.
For example, Sephora’s online community fosters interaction through engaging content and discussions that feature employees and customers alike.
Below are some ideas for interactions to help spark your brand's sense of community:
Amplifying your brand community's voices is as simple as sharing or reposting positive reviews and customer success stories.
Consider how you can also turn loyal customers into passionate advocates with incentives for sharing user-generated content. For example, some brand communities provide reward points or potential bonuses for brands that share photos or use a branded hashtag.
Done right, UGC serves as a way for community members to express themselves and connect with others. Don't be afraid to invite customers to share user-generated content and positive experiences.
Metrics are key to any marketing push and building a brand community is no different. KPIs like engagement rate, account growth rate and customer satisfaction all factor into the success of your brand's community-building efforts.
An uptick in conversations and UGC around your brand are all positive signs, especially if audience sentiment is positive. Consider using community management tools or social listening platforms tools to measure success objectively.
As you'll see with our upcoming list of brand community examples, you can't afford to be shy when it comes to your beliefs and company mission. Today's customers thrive on transparency and likewise have extremely strong beliefs when it comes to the brands that they support.
Having some sort of common goal or cause to rally your customers around will make community-building a much easier process.
However, this does not by default mean taking "controversial" stances or otherwise ruffling any feathers.
Consider how The Ordinary's mission is to make skincare more accessible which is reflected in the company's pricing and "stripped down" marketing. Beauty brands like LYS are all about makeup as a source of empowerment and self-love.
These sorts of values can serve as a way to bring people together and likewise make your product seem like more than just a product. Again, don't be shy about sharing yours.
So, what does a successful brand community actually look like?
Below are ten brand community examples to illustrate how strong relationships with customers and creators are producing big results for brands across industries.
Glossier’s community thrives on both Instagram and TikTok as fans share beauty tips, reviews and experiences with the brand’s products. An emphasis on promoting user-generated content and putting word-of-mouth marketing first have helped Glossier grow rapidly. The brand's community is integral to the brand's success both online and offline.
Peloton’s community is built around its interactive fitness platform, where users connect through live classes, challenges and competitive social features. The shared goals and sense of community among members have transformed Peloton from a fitness brand to a full-blown lifestyle.
Sephora’s Beauty Insider Community is an online forum where beauty enthusiasts share tips, product recommendations and reviews. The brand's community fosters engagement and trust, turning members into advocates who contribute to Sephora’s reputation as a go-to beauty destination.
Ben & Jerry’s has built a strong community around social activism and sustainable practices. This aligns with the brand's causes related to climate change and social justice. Through events and activism campaigns, Ben & Jerry’s connects with customers who share their values. The brand has fostered a loyal and passionate community that goes far beyond its products.
Hydro Flask’s community is made up of adventurers and environmental enthusiasts who share a love for the outdoors. The brand’s focus on sustainability and its involvement in environmental causes have fostered a dedicated community that supports both the products and the mission behind them. Beyond that, the brand's products have proven fashionable and are super popular on TikTok.
Lululemon’s community is deeply connected to the brand’s focus on wellness and mindfulness. By hosting local yoga workshops and engaging with customers both online and off, Lululemon has created a loyal community of fitness enthusiasts who embody the brand’s values. Much like Peloton, the brand has transcended being "just" a brand and represents a lifestyle.
Patagonia’s community is centered around environmental activism and sustainable living. By aligning the brand with these values and encouraging customers to participate in environmental initiatives, Patagonia has built a loyal community that is deeply connected to its mission.
Le Creuset’s community is composed of home chefs and cooking enthusiasts who cherish the brand’s high-quality cookware. Through cooking classes, recipe sharing, and social media engagement, Le Creuset has built a passionate community that values the brand’s legacy and craftsmanship.
All the brands above showcase how powerful community-building can be when aligned with a brand's values and audience. Whether through user-generated content or interactive experiences, these brands have all successfully created communities that drive engagement, loyalty and growth.
Building communities is a natural next step for brands that continue to invest in user-generated content.
By creating an engaged community based around a clear mission, you can build long-term relationships with creators who are truly loyal to your brand. This means you can earn on-brand UGC on an ongoing basis. All at scale, all with less hand-holding.
But building a thriving brand community doesn't happen by accident, though.
You need to be ready to play the long game and have a marketing stack that supports always-on UGC. That’s where Statusphere’s influencer marketing platform can help.
Our software serves as an all-in-one influencer management tool for brands to build and manage their communities at scale without all the manual legwork. We eliminate time-consuming communication and automate the process of getting 100s (or 1000s!) of vetting creators posting about your brand and products long-term.
Want to see how our platform works? Get in touch with one of our experts to see how Statusphere can help your brand build authentic connections with influencers at scale.
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