Communities: the secret behind radiant brands

A brand community is much more than just a group of customers. It’s a living ecosystem made up of engaged consumers, passionate employees, and brand advocates, all united by shared values. These communities can exist online or offline, on social media, through dedicated community platforms, or during events. Their strength lies in their ability to co-create, exchange ideas, solve problems, and above all, proudly represent the brand.

Access to these communities can be open (no prior registration required) or restricted (for example, reserved for loyal customers or by invitation only). This choice depends on the brand’s strategy: some favour openness to maximise reach, while others opt for exclusivity to strengthen the sense of belonging. Regardless of the access model, one thing remains constant: member engagement.

Social Media: the cornerstone of community engagement

Today, relying on a single channel is no longer an option. According to a BVA study published in 2025, 68% of surveyed companies state that omnichannel strategies have become a key differentiating factor in their customer experience approach. As such, consumers move fluidly between platforms, and brands must follow. Facebook, Instagram, TikTok, YouTube, each network has its own codes, practices, opportunities, and communities. In this fragmented ecosystem, brand communities become essential pillars: they bring customers together around shared values, foster ongoing engagement, and turn users into true brand ambassadors. A perfect example is Glossier (a cosmetics brand), which built its reputation through a highly engaged community on Instagram and Reddit. Glossier uses social media not just as a broadcasting tool, but as a space for dialogue and feedback, a true co-creation dynamic.

When brands pay their communities

In this new paradigm where experience takes precedence over product, it’s no longer just about selling, it’s about uniting a community around a story, a universe, a mission. Like Sandro, some brands even choose to pay their communities by using specialised platforms that act as intermediaries between brands and content creators, loyal customers, or micro-influencers. The principle is simple: the brand publishes a campaign or task (e.g. testing a product, posting a photo, sharing a review), and community members can take part in exchange for payment, a voucher, or a free product.

This strategy reflects a profound shift in the relationship between companies and consumers. By financially valuing their customer’s contributions, whether content creation, recommendations, or campaign participation, these brands acknowledge the active and influential role of their audience in shaping their image. This approach fosters a more authentic and collaborative relationship, while also strengthening loyalty and engagement. It also aligns with the logic of the participatory economy, where every interaction becomes an opportunity for co-creation and mutual value.

Authenticity: a guarantee of trust

While influencers remain powerful messengers, brands must now navigate a growing trust deficit. This is where User Generated Content (UGC) comes into play: everyday consumers who spontaneously share their experiences, test products, and give honest opinions to their followers. The result? More authentic, credible, and often more impactful communication and increased brand awareness. Communities fuelled by UGC influence collective perception and act as catalysts for connection, trust, and engagement.

Brand communities are not merely a marketing tool. According to a study shared by HubSpot, 52% of companies now prioritise building communities on social media as a strategic lever for growth and customer loyalty. They serve as spaces for self-care, sources of valuable feedback, and drivers of brand preference. At a time when technologies are evolving and consumer expectations are becoming more complex, these communities are transforming into living laboratories of innovation, meaning, and connection.