Strategy
Marketing
Sales
April 16, 2025
The power of communities in marketing
Studies show that companies that integrate “tribes” into their marketing strategy have an average sales increase of 20%
Gone are the days when businesses sought to sell everything to everyone at the same time. In an increasingly competitive, connected, and digitized scenario, the behavior, needs, and expectations of consumers change almost daily. I dare say that there are no longer defined patterns of consumption. Cold and impersonal transactions with brands no longer have a place in the market. Experience has become an imperative word. Consumers no longer want to just buy, as an isolated and punctual act. They want to experience, evolve, engage, interact and belong.
In this context, we are seeing the emergence of a powerful marketing strategy: brand communities, which ultimately offer companies a differentiated way to connect with their consumers on a deeper level. Communities, both online and offline, are a growing trend, according to WGSN’s 2025 trend forecast, and are establishing themselves as a fundamental pillar in marketing strategies for the future. In fact, for the present.
According to Munis and Souza (2024), brand community is a group of people gathered around a brand, product, or service, building relationships that go beyond commercial ones and reach the emotional sphere. Communities can also be defined as groupings of people who develop deep genuine relationships with a particular brand product, service, or concept (Sebrae, n.d.).
The construction of these communities is much more than the act of creating a simple group of followers on social media; it is about cultivating a space where consumers feel part of something bigger than the purchase of a product or service.
In the theoretical field, it is important to recall McMillan and Chavis’s (1986) theory of “Sense of Community”, which offers a basis for understanding the dynamics of communities. According to the authors, a true community is composed of four essential pillars: belonging, mutual influence, fulfillment of needs and emotional connection. These pillars, when applied to marketing, mean that brands need to create environments where consumers feel integrated, heard, and valued. Belonging, in this case, occurs when consumers recognize themselves as part of something more significant, which connects them to the brand and to each other.
Godin (2013) uses the term “tribes” and states that community goes far beyond an audience. For the author, people want to be part of something meaningful. Brands that create tribes don’t just sell, they build movements. This makes us rethink how consumers and brands relate to each other.
Fundamental characteristics of communities in marketing
- Belonging: members of a community feel they are part of a larger, more meaningful group;
- Mutual influence: there is a constant exchange between members, with everyone contributing and receiving something back. Members influence and are influenced, as they have a voice. This is essential in a community;
- Meeting needs: brands must satisfy the needs of community members, whether by offering content, entertainment, or other benefits, depending on the defined objectives;
- Emotional connection: emotional bonds between members and the brand are essential for loyalty and engagement. Shared stories and experiences are the basis for generating identification and creating bonds.
In the contemporary scenario of fierce competition and practically infinite options for consumers, building a community around a brand can be the differentiator that leads a business to success. But what is the true importance of communities in the business context?
Communities offer a level of engagement that goes beyond the traditional likes and comments on social media. Engaged community members are more likely to become brand advocates, promoting it spontaneously, often without any financial incentive. This creates a viral effect, where digital word-of-mouth is amplified, generating new customers at a reduced cost.
Some studies, such as the “The State of Community Management 2024” Report, indicate that companies that integrate communities as part of their marketing strategy have an average sales increase of 20%. Furthermore, customer loyalty tends to improve by 15% with the creation of a solid and engaged community. The mere fact that a consumer feels part of a brand-related community can generate an emotional connection, resulting in a continuous cycle of purchase and brand advocacy.
Furthermore, the concept of community-driven marketing is becoming increasingly important. Instead of just pushing products or services, brands should listen to their communities, adapt to their needs, and respond to their expectations. This engagement can bring valuable feedback and continuous improvement of the products and services offered.
The role of marketing
Building a community doesn’t happen by chance or overnight. Brands must be active and strategic in how they engage their consumers. Marketing plays an essential role in this process, and brands must strive to create safe and stimulating spaces where members can interact, share experiences, and build emotional bonds with the brand and with each other. Munis and Souza (2024) provide a step-by-step guide for community building, from defining the target audience to selecting appropriate channels and content. According to the authors, people will not engage in a community that does not have relevant content.
Successful communities are built on authenticity. This means being transparent about brand values, products, and even failures. Brands that are not afraid to show who they are, with their imperfections and virtues, manage to generate an emotional connection. A very clear example of this is the Harley Davidson community. The “harleyros”, as motorcycle enthusiasts of the brand are known, don’t just buy a product, but a lifestyle.
The creation of relevant content, as already mentioned, is fundamental to engaging a community; brands need to offer content that goes beyond product promotion. Nike, a sports brand with fans worldwide, does this very well. The content is educational, inspiring, and aligned with the values and interests of the audience. Nike’s stories, videos, and posts generate identification and are powerful allies in this strategy.
It is also important to remember that fostering active participation is part of the process. Instead of merely responding to community members, brands should encourage participation by giving people a voice. This can be done through online events, encouraging member-generated content, contests, or polls.
Challenges and opportunities
Although creating a community is extremely beneficial, it also presents challenges, especially for small businesses. These challenges include resource constraints (financial and human), difficulty in reaching large audiences, and lack of community management experience. Creating groups on apps, focusing on specific niches, and adapting content to the local reality can facilitate the process.
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