Finding credibility in online communities

The power of online communities is on the rise, with millions of people turning to them for a sense of identity and belonging. Brands can tap into this trend by understanding the different types of online communities - value-based, experience-based, and interest-based - and finding ways to add value and connect with them. Online communities offer opportunities for brands to take part in conversations, create bespoke content, and even collaborate with specialist titles to add value.

By respecting the community and understanding its boundaries, brands can improve the warmth surrounding their brand and stand out from their competitors. The pandemic has reminded us of the deep human need for connection, and the growth of online communities reflects this. Brands can leverage this trend by personalizing their communications, tweaking copy, creating bespoke content, and powering communities.

They can also collaborate with specialist titles and request insights and data from media partners to find out what's on trend and what people are searching for. The potential for how brands embed themselves in online communities is scalable, from small copy tweaks to sub-brands that specifically focus on community engagement. By understanding the different types of online communities and finding ways to add value, brands can take part in conversations, improve their reputation, and create engaging content that resonates with consumers.

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