Nowadays, someone has a new buzzword they think will change the world of marketing, but community building is not one of those. This is the real thing!

One thing we can all agree on, at the very least, is this: marketing has changed.

And, we see this change play out differently. We’ve moved from one-way conversations to a space where customers now want two-way dialogue. Brands now use Instagram, TikTok, Reddit and even WhatsApp groups to interact with their target audience.

We’ve also seen a shift from brand-centric communities, where everything revolves around the company, to customer-centric communities, where the brand facilitates a space for people with shared interests and values to connect.

This shift is what’s making community marketing so powerful today.

Building Authentic Connections through Community

So, what exactly is a “community” in marketing terms? Forget about your follower count or number of people on your email list for a moment because it’s not about that.

A real community involves connection, conversation, and a sense of belonging. People want to feel seen and heard, and when a brand creates a space that reflects those values, magic happens.

That’s why authenticity is key. If you’re only there to sell, people will see through it. But if you’re open, transparent, and genuinely care about your audience, trust follows naturally, and trust is the foundation of loyalty.

Word-of-mouth is still one of the most powerful marketing tools. This happens organically in communities. A recommendation in a group chat or a subreddit can carry more weight than any ad campaign.

Community building is not exactly a new thing.

Brands like Glossier, Notion, and even small indie creators have built movements (not just followings) through community. They engage with them. Responding to comments, hosting events or AMAs, and reposting user content. These little things build an army of your biggest advocates, loyal community members.

Tactics for Effective Community Engagement

First, create content that speaks to your audience, not at them. Ask questions, start conversations, and encourage sharing. Be where your audience already hangs out. Instagram? Discord? LinkedIn? or a niche Facebook group? Be there!

Don’t underestimate the power of a well-moderated space. Tools like Slack, Circle, or Geneva can help manage and grow private communities. Most importantly, don’t ghost your people. Consistency and real interaction go a long way.

Measuring the Impact of Community Building

How do you know if your community strategy is working? Look beyond likes and followers and start tracking.

Track the engagement rates in your comments or DMs, user-generated content frequency, referral traffic from community platforms, and retention rates among your most active members.

Use tools like Google Analytics, CRM platforms, or even simple feedback forms to gather insights. The goal is to understand what’s working, what your audience wants, and how you can optimise from there.

Community marketing is a shift in how we build relationships and grow brands. If you’re willing to invest time, listen deeply, and show up authentically, your community can become your most powerful asset.