During meetings about social media strategy or digital marketing, it’s not uncommon for clients to ask about the difference between a community and an audience. The question arises because the two terms are often used interchangeably, but they have different meanings and implications for a brand’s marketing efforts.

In today’s digital age, creating a strong online presence is crucial for businesses looking to connect with their target audience and promote their brand. One of the most effective ways to establish a strong online presence is by building a community around your brand. A community is a group of individuals who share common interests, values, or experiences, and feel a sense of belonging and connection with one another. In this article, I am going to talk about the importance of creating a community around a brand, what is most important in building a community, ways to build a community, and whether it’s better to build an audience or a community.

The importance of creating a community around a brand:

Building a community around your brand has several advantages. Firstly, it can create a sense of loyalty among your customers. When customers feel a sense of belonging to a community, they are more likely to remain loyal to the brand and continue to support it. Secondly, a community can provide valuable feedback and insights on your products and services. By engaging with your community, you can learn more about what your customers want and what they think of your brand. This feedback can help you improve your products and services and better meet the needs of your customers. Finally, a community can help promote your brand through word-of-mouth marketing. When members of a community are passionate about a brand, they are more likely to share their positive experiences with others, leading to more brand awareness and potential customers.

What is most important in building a community?

When building a community, it’s important to focus on several key elements. Firstly, identify your niche and target audience. Who are the individuals that would be interested in joining your community? What are their interests and values? Understanding your target audience is crucial in creating a community that is engaging and relevant to its members. Secondly, create valuable content that resonates with your target audience. This can be in the form of blog posts, social media content, or webinars. Providing valuable content can help establish your brand as an authority in your niche and attract more members to your community. Thirdly, engage with your community. Respond to comments and questions, ask for feedback, and create opportunities for members to interact with each other. By engaging with your community, you can create a sense of connection and belonging among its members.

Ways to build a community:

There are several ways to build a community around your brand. Firstly, create a Facebook group or a forum on your website where members can interact with each other and discuss topics related to your brand. Secondly, host webinars or events related to your brand’s niche, where members can learn more and interact with one another. Thirdly, offer exclusive content or discounts to members of your community. This can provide added value and encourage more individuals to join your community.

Do brands build communities or audiences?

While both building an audience and building a community are important, it’s important to understand the differences between the two. Building an audience involves attracting a large number of people to follow and engage with your brand or content. This can be done through social media platforms, collaboration with other brands or influencers, and paid advertising. Building an audience is typically better for short-term success, as it allows for greater reach and exposure. On the other hand, building a community involves creating a deeper sense of connection and engagement among its members. A community is typically better for long-term success, as it creates a sense of loyalty and belonging among its members.

When it comes to the effectiveness of building an audience versus building a community, it’s important to consider the preferences of younger generations. Younger generations are often more interested in following individuals or personalities rather than brands. This means that building an audience around a personal brand may be more effective than building a community around a business brand. However, it’s important to note that both building an audience and building a community can be effective, depending on the goals and target audience of the brand.

Ways of keeping communities:

Once you have established a community around your brand, it’s important to keep members engaged and interested. One way to do this is by providing regular, valuable content that resonates with your target audience. You can also create opportunities for members to interact with each other, such as through forums or social media groups. Additionally, hosting events or webinars can provide added value and help create a sense of connection and engagement among community members.

Cases in which a brand went against a community:

While building a community can be beneficial for a brand, it’s important to ensure that the community is built on strong values and ethics. In some cases, brands have gone against the values of their community, leading to negative backlash and a loss of trust. For example, in 2019, Peloton faced backlash after releasing an ad that was criticized for promoting unrealistic body standards and being insensitive to the experiences of new mothers. The backlash led to a decline in Peloton’s stock price and damage to the brand’s reputation. This highlights the importance of building a community around shared values and ensuring that your brand’s actions align with those values.

Building a community around your brand can be a powerful tool for creating a sense of loyalty, receiving valuable feedback, and promoting your brand through word-of-mouth marketing. When building a community, it’s important to identify your target audience, create valuable content, and engage with members. While building an audience can also be effective, it’s important to consider the preferences of younger generations and the long-term benefits of building a community. By providing regular, valuable content and creating opportunities for members to interact with each other, you can keep your community engaged and interested. Finally, it’s important to ensure that your brand’s actions align with the values of your community, to avoid negative backlash and damage to your brand’s reputation.

Thank you for taking the time to read this article about building a community vs building an audience for your brand. I hope that you found the information helpful in understanding the difference between the two, and the strategies for creating a strong community around your brand.

As you move forward with your marketing efforts, I encourage you to consider the preferences and habits of your target audience and the long-term benefits of building a community. What approach will work best for your brand? How can you create a sense of belonging and shared values among members? What opportunities can you provide for members to interact with each other and with your brand?

By asking these questions and implementing effective strategies, you can create a strong, loyal, and engaged community that will help your brand thrive in the long-term.

If you have any questions or thoughts on building a community vs building an audience for your brand, I invite you to leave a comment below. I would love to hear your insights and experiences on this topic and continue the conversation with you.