{"id":12874,"date":"2024-09-17T10:02:33","date_gmt":"2024-09-17T09:02:33","guid":{"rendered":"https:\/\/www.brainlabsdigital.com\/?p=12874"},"modified":"2025-06-19T17:13:45","modified_gmt":"2025-06-19T17:13:45","slug":"youve-built-your-social-first-community-now-what","status":"publish","type":"post","link":"https:\/\/www.brainlabsdigital.com\/youve-built-your-social-first-community-now-what\/","title":{"rendered":"You\u2019ve built your social-first community. Now what?"},"content":{"rendered":"\n

What will digital community look like in 2025 and how can brands stand out and give us more??<\/h2><\/p>\n\n\n\n

What will digital community look like in 2025 and how can brands stand out and give us more? It feels like something is shifting in the industry and Helen Clow from Brainlabs is here to talk about it. <\/p>\n\n\n\n

The word is everywhere in digital marketing, but what does community actually mean? A brand\u2019s community is their followers and customers, but it\u2019s also the influencers and ambassadors they partner with.<\/p>\n\n\n\n

There\u2019s such a focus on building authentic communities, but not as much on the content being pushed to them. Many brands have gotten into a rut of copying trends, producing similar content, and dare we say it.. lacking creativity. <\/p>\n\n\n\n

Helen says, \u201cEveryone can do authentic, native content now, but it means that when you’re scrolling, it’s so homogenous. You often can\u2019t tell one brand\u2019s sponsored ad from another – nobody stands out anymore.\u201d<\/p>\n\n

– nobody stands out anymore<\/h2><\/p>\n\n\n\n

By desperately trying to find their niche communities, brands have ironically lost their individuality. <\/p>\n\n\n\n

Niche is out: the shift prediction<\/strong><\/p>\n\n\n\n

Could niche partnerships be shifting to mass culture? We\u2019ve predicted this at Brainlabs, and we\u2019re not the only ones that think so. Burn After Reading\u2019s article on the topic<\/a> notes that niche communities and conversations have been mined over the past two to three years to bring new, \u2018authentic\u2019 content and partnerships. But with this has come an overwhelming amount of content, new brand entry competitors, and unlimited choice. What was once a small community is now over-commercialized and uncreative.<\/p>\n\n\n\n

But to push yourself creatively doesn\u2019t immediately mean you have to think of something brand new. Instead, what about looking closer to home? You  shouldn\u2019t forget the community you\u2019ve given everything to grow. It\u2019s time to bring brand and community together. <\/p>\n\n

How to make the most of this shift<\/h2><\/p>\n\n\n\n

How to make the most of this shift<\/strong><\/p>\n\n\n\n

Helen says, \u201cWe\u2019re seeing big brand moments come to life in many ways, including the move to true community moments that go above and beyond.\u201d Here are six ways brands can include their communities to create exciting content that people actually want to see.<\/p>\n\n\n\n

    \n
  1. Bring your community into the real world<\/strong><\/li>\n<\/ol>\n\n\n\n

    In a chronically online era, many brands have switched things up and brought their community closer IRL. <\/p>\n\n\n\n

    Beauty brand REFY swapped influencers for customers and invited competition-winning fans to join them on a luxury retreat in Mallorca. <\/a>This community-first approach is refreshing to see in the industry. The organic content created by REFY and the women who attended focused on the experience and showed a sense of genuine community and connection.<\/p>\n\n

    Influencer trips nothing new, brands<\/h2><\/p>\n\n\n\n

    Influencer trips are nothing new, and brands may be put off after the controversy around Tarte\u2019s influencer Dubai trip.<\/a> Is it appropriate to spend hundreds of thousands on lavish holidays in an economic crisis? Opinions are divided, but it\u2019s not necessarily different from spending this amount of money on an influencer campaign. Tarte pointed out that they didn\u2019t pay for any social posts on the trip. Yet mega-influencer Alix Earle organically posted nine TikToks which amassed 33 million views. (Bear in mind, a single post of hers would usually cost over $100,000!)<\/p>\n\n\n\n

    At Brainlabs, we know that influencer events can work (as long as you find the right talent). We partnered with a global beauty brand who took macro ambassadors to Costa Rica and the trip was a huge success.<\/p>\n\n\n\n

    To do events the right way, companies should work with creators who are true advocates of their brand. Or take note from REFY and show their community they are valued.<\/p>\n\n\n\n

      \n
    1. Let your audience do the talking<\/strong><\/li>\n<\/ol>\n\n\n\n

      User-generated content (UGC) promotes brands’ products in a way they can\u2019t do themselves – it shows people what the customer really thinks and builds true advocacy. With up-and-coming talent trying to break into the industry, there are many potential creators eager to showcase a product online. UGC shows which products people use, how they use them, and why they love the brand. And it does it all without costing the brand a penny.<\/p>\n\n

      Dior taken UGC step further<\/h2><\/p>\n\n\n\n

      Dior has taken UGC a step further to involve their community with their @diorbeautylovers<\/a> Instagram. Creators who use the products can film content and tag Dior for a chance to be featured on their page. Dior gets free marketing, creators receive exposure and gain followers, and the interactive fan channel develops the brand\u2019s community. <\/p>\n\n\n\n

        \n
      1. Become relatable to your community<\/strong><\/li>\n<\/ol>\n\n\n\n

        Creating communities is all about getting to know the brand and the shift to employee-generated content does just that. With content that doesn\u2019t take itself seriously, you can really showcase your brand personality. We\u2019re seeing a lot of Gen Z employees creating work-related content that resonates with younger audiences. <\/p>\n\n\n\n

        And this doesn\u2019t just work for typical aesthetic brands. Enfields Estate Agent\u2019s video<\/a> of a Gen X boss pretending to be his Gen Z employee got nearly 2 million views on TikTok and got people talking in the comments. Fyfield Manor B&B\u2019s TikTok appears to be run by the owner\u2019s Gen Z daughter, and their \u2018Gen Z wrote our marketing script\u2019 video<\/a> is the best we\u2019ve seen.<\/p>\n\n\n\n

          \n
        1. Take your community off socials<\/strong><\/li>\n<\/ol>\n\n\n\n

          Digital marketing shouldn\u2019t be limited to just social media. Once brands have a social community, they can build website traffic through other channels, such as blog content, newsletters, or email marketing. By utilizing the community they already have, brands can strengthen customer relationships and reach new followers.<\/p>\n\n\n\n

            \n
          1. It’s not all about TikTok and Instagram<\/strong><\/li>\n<\/ol>\n\n\n\n

            Brands could be missing out on communities they\u2019re not even aware of. Aside from TikTok and Instagram, there\u2019s obviously YouTube, which brands should be utilizing. But, don\u2019t forget less obvious channels like Reddit or Discord, where communities can grow. Brands should look where the conversations are organically happening – they may already have people talking about them. And there are brands already winning at this. Look at Starbucks on Discord<\/a>. They have built a loyalty program through this social media channel, keeping customers engaged in a whole new way. The Washington Post began its Reddit account<\/a> in 2017 (the first publishing company to make one), and since then, they have built an active and engaged community of followers. <\/p>\n\n\n\n

            This is a hugely interesting space which can be grown by working with influencers known by your audience, or the audiences on these channels to authentically bring you into the mix. <\/p>\n\n\n\n

              \n
            1. Partner for the long-term<\/strong><\/li>\n<\/ol>\n\n\n\n

              Collaborating with creators is a key part of most marketing strategies, but how do brands take this to the next level? By partnering long-term with advocates who share their brand values and help grow their community.<\/p>\n\n\n\n

              While this isn\u2019t a new point of view (we\u2019ve all heard of brand ambassadors), brands simply aren\u2019t committing, either in terms of time of partnership or how involved they make these partnerships in their wider marketing.<\/p>\n\n\n\n

              If a brand collaborates with an influencer on a successful campaign, why not look at innovative ways to show that as a real part of your brand. Back in 2023, TikTok personality GK Barry launched the \u2018Barry-aki\u2019 burger for KFC,<\/a> and the campaign was a huge success. As the influencer\u2019s popularity continues to grow, we wonder – did the fried chicken brand miss a trick by not getting her on board as an ambassador who could have continued these types of fun activations? <\/p>\n\n\n\n

              Brands must be bold to avoid being bland. <\/p>\n\n\n\n

              You\u2019ve built your community, but so has everyone else. How do you avoid fading into the sea of brands fighting to stay afloat?<\/p>\n\n\n\n

              Niche isn\u2019t niche anymore, and brands must be creative to avoid producing homogeneous content. Native social content is fine, but if it\u2019s all you\u2019re still doing in 2025, you\u2019re late to the game.<\/p>\n\n\n\n

              To make sure you\u2019re part of the shift, doing more <\/em>with your community is key. And if you\u2019re not sure how to do that, talk to our expert Brainlabbers.<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"

              What will digital community look like in 2025 and how can brands stand out and give us more?? What will digital community look like in 2025 and how can brands stand out and give us more? It feels like something is shifting in the industry and Helen Clow from Brainlabs is here to talk about […]<\/p>\n","protected":false},"author":4,"featured_media":12876,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[110,38],"tags":[],"class_list":["post-12874","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-news-views","category-influencer"],"acf":[],"yoast_head":"\nYou\u2019ve built your social-first community. Now what?<\/title>\n<meta name=\"description\" content=\"So, you\u2019ve built your online community. The problem is, so has everyone else. 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