Social Media Marketing
Community-Driven Marketing: The Power of Social Media
In the digital age, where connections are made at the click of a button and information travels with unprecedented speed, social media has emerged as the heartbeat of online communities. Businesses are increasingly recognising the transformative potential of these platforms beyond conventional marketing strategies. Today consumers are not mere spectators…
In the digital age, where connections are made at the click of a button and information travels with unprecedented speed, social media has emerged as the heartbeat of online communities. Businesses are increasingly recognising the transformative potential of these platforms beyond conventional marketing strategies.
Today consumers are not mere spectators but active participants due to which community-driven marketing has become a pivotal force. It's not just about advertising products; it's about creating genuine relationships, fostering trust, and building vibrant communities around your brand. Rightly so, social media community has swiftly become an integral part of social media marketing. According to HubSpot, 90% of social media marketers see an active online community as crucial to success in 2023. Many social media users have joined or are proactively participating in such communities, as a result of which brands have now started to leverage social media platforms like facebook and instagram to engage with customers directly. Recent developments, like WhatsApp's channel features in June 2023, highlight the effectiveness of community-based marketing. Another study from HubSpot's research echoes this sentiment in unequivocal terms, stating, 'Building an active online community is no longer optional.'
With such a popular feature, it is critical for brands to use a community-driven approach for marketing their products or services. With the right community-driven approach, they can unlock the endless possibilities that emerge with harnessing the collective power of online communities.
Understanding community-based marketing
In essence, a social media community, as defined by Forbes, refers to “a group of people who come together online to share common interests and experiences. This all-encompassing term includes forums, chat rooms, and social networking sites." Community-based marketing involves tailoring marketing tactics to meet the specific needs of a particular community. This strategy capitalises on shared interests, fosters empathy among community members, and cultivates a sense of belonging within the target audience. It's a proactive approach to engaging with customers and creating personal connections that, in turn, foster brand loyalty.Brands Excelling in Leveraging Social Media Communities
- Nike's Run Club app, with over 10 million downloads on the Google Play store, has become a trusted companion for runners. By offering free guided runs and training plans, it has helped Nike establish itself as an expert in the field. This, in turn, nurtures brand loyalty and encourages users to keep choosing Nike products for their athletic needs.
- Google’s invite-only Google Labs helps the company connect with experts to test prototypes, engaging experts for valuable insights.
- Unacademy utilised community partnerships to promote their Unacademy Learning Festival and INR 299 subscription by partnering with students' and parents' communities in 42 countries and garnered an impressive 78.5% positive response.
