What's Happening?
In 2025, the term 'community' has become a marketing buzzword, often misused by brands to describe their online followers. Experts argue that marketers confuse audience engagement with genuine community building. Platforms like TikTok and Instagram are frequently cited as examples of communities, but experts suggest that real communities are formed in spaces like Discord, where users actively participate and create subcultures. The article highlights five misconceptions that brands have about building communities, including mistaking followers for members and engagement for belonging. Brands are advised to focus on genuine participation and value addition rather than superficial metrics.
Why It's Important?
The misuse of the term 'community' by marketers can lead to ineffective strategies that fail to foster genuine connections with consumers. This misunderstanding can result in wasted resources and missed opportunities for brands to engage with their audience meaningfully. By recognizing the difference between audience and community, brands can better tailor their marketing efforts to build lasting relationships. This shift is crucial as consumers increasingly seek authenticity and meaningful interactions, which can significantly impact brand loyalty and reputation.
