From followers to connections: Why brands are shifting

Digital marketing has given brands incredible opportunities to reach more people, faster and at a fraction of what it used to cost in the pre-internet era. It also made marketing much more precise, efficient, and dynamic.   

 
But the digital age also comes with its traps. One of the most prevalent and persistent is believing that bigger is always better.  

 
Many brands still spend significant amounts of money and energy on gaining followers for their social media pages or partnering with influencers based on their reach. It's easy to see why—big numbers usually impress everyone and are simple to measure. The problem is that they often don't tell the whole story. 

 
Accumulating followers doesn't necessarily lead to meaningful connections or business results. What matters isn't just getting people to click "follow" but creating genuine, lasting relationships.  

 
Of course, a significant online presence always helps. But loyalty and engagement demand emotional connection. It's about how the brand makes customers feel and whether they see themselves reflected in its purpose and values. 

 
Building Relationships Through Shared Purpose 

 
It's not easy to create a connection, of course. You can't manufacture passion out of thin air. The best brands build their communities on great products or services that genuinely resonate with customers.  

 
Think about Apple—fans are so dedicated that they create their own communities to celebrate and dissect every product launch without any formal encouragement from the company itself. But, to be fair, this kind of organic enthusiasm is rare. 

 
For most brands, a successful strategy includes recognising an existing passion and giving it a place to flourish.  

 
The Nike Run Club is an example. It was created with an app offering training plans, tracking tools, and social sharing options. You could track and share your training long before dedicated apps or platforms started offering these services.  

The club also organised real-world running groups with coaches and regular meet-ups in parks. It was successful because it aligned with the brand's image and values. The passion was already there, and Nike allowed customers to express it.  

 
Navigating the Complexities of Community Building 

 
Of course, this is not new, and most experts know that communities are important. So, why don't all brands do it? First, the temptation of the big numbers is hard to resist. Many think that, in their case, it will work.  

 
Another reason is because it's tough. You not only need a good product or service—you need one that aligns with your audience's values and interests. Not every brand can clear this hurdle.  

 
There's also the challenge of creating a space for interaction. Social media platforms are constantly changing algorithms, policies, and guidelines. Staying visible and relevant requires a willingness to adapt quickly and frequently. 

 
There's still the need to offer value consistently. Fans need reasons to stay engaged, whether through exclusive offers, early product access, or thoughtful conversations. And this isn't just about throwing perks their way; it has to feel genuine and worth their time. 

 
The biggest challenge of all, though, is finding people who understand how to build, nurture, and scale these networks. 

 
Skills That Make a Difference 

 
To build thriving communities, marketers need a specific blend of abilities. They need to understand how to connect with people and keep them genuinely interested.  

 
Strong communication skills are essential, as is the ability to tell compelling stories that resonate with the consumers. You're far more likely to build loyalty when you can craft an authentic narrative. 

 
Creativity and energy are central to sparking engagement. You need to understand your audience well enough to create content, events, and discussions they want to participate in.  

 
On top of that, successful community management means handling conflicts and creating a welcoming atmosphere. It's a fine line between maintaining order and imposing the brand's voice.  

 
How to Get There 

 
To learn how to do this, professionals must combine technical know-how, interpersonal abilities, and strategic thinking.  

 
Understanding the broader digital marketing context is crucial. Conflict resolution skills are also important, given the dynamics of moderating large groups. 

 
You also need to explore different platforms and know what each has to offer, as communities today span multiple channels, each with its strengths and challenges.  

Beyond the technical skills, immersing yourself in groups focusing on this area, joining professional networks, and getting hands-on experience is invaluable.  

 
It may sound exhausting when we list all these attributes together, but, in fact, this work is mostly fun. Also, understanding how to build these connections is becoming one of the essential skills for any marketer, so if you want to play in the digital arena, this needs to be part of your toolkit.