Building online communities for brand loyalty

With savvy consumers and rising competition, customers are looking for meaningful connections, and the brands that successfully foster online communities can transform one-off buyers into lifelong fans and advocates.

Instead of focusing on transactions, you must take the next step to prioritize engagement, interaction, and relationship-building in communities that drive customer retention and growth. Find out how you can build your own online brand community for long-term loyalty.

Here are examples of how some of the best brands today are prioritizing online communities to drive loyalty and engagement.

Moving past transactional relationships

Traditionally, business was a simple equation: Attract customers, make a sale, and repeat the process. Customers either liked what you had to offer – including the customer service you provided – or they went to your competitor.

Now, with competition on the rise and consumer expectations shifting, brands need to do more than just sell – they have to connect. Building an online community builds trust and cultivates brand advocates that spread word-of-mouth recommendations that can drive business in the long run.

For example, Sephora’s Beauty Insider Community allows users to share makeup tips, ask questions, and engage with brand representatives to find out more about products or offers. This not only enhances the shopping experience but fosters a sense of belonging among Sephora customers.

The key aspects of a strong brand community

A clear brand purpose

An engaged community begins with a clear purpose:

Why should customers want to be a part of your community?
What value do they get, especially after purchasing a product?

Your community should reflect your brand’s core mission and values, whether that’s sustainability, inclusivity, or environmental activism. This purpose helps you shape the focus on the community and ensures you stay consistent, both within the community and in your brand messaging.

Take Peloton. The brand doesn’t just sell exercise bikes, but promotes a lifestyle of fitness camaraderie and motivation. The online community for Peloton is filled with user-generated content, leaderboards, and interactive classes, giving members a reason to stay engaged long after their one-time purchase.

Authentic engagement and interaction

Engagement is the key to a thriving community, and maintaining it is what brings value to your brand.

What this means is that you should participate in discussions, respond to questions, and create and share content that’s relevant and valuable to your audience.

Glossier, a popular beauty brand, built its success on customer interactions via social media. It relied on social media platforms to engage with fans, take product suggestions, and share user-generated content (UGC). By listening and responding to customers, Glossier builds genuine relationships that keep customers invested in the brand and its products.

User-generated content (UGC) and brand reach

People trust the word of others over an advertisement, which is why word-of-mouth recommendations and influencer marketing are so powerful. When you encourage your customers to share their experiences, reviews, and content, you strengthen your brand’s credibility.

For example, the Starbucks #WhiteCupContest is a famous UGC campaign because of its resounding success. The brand invited customers to decorate coffee cups and share photos with the hashtag #WhiteCupContest. In return, they had a chance to win a $300 gift card and their design printed on a reusable cup. The campaign returned tons of UGC and reshares of the posts, increasing Starbucks’ organic reach.

Exclusive experiences and loyalty incentives

Loyalty programs and exclusive access make customers feel valued. When they believe they are part of something special and exclusive, they’re more likely to be engaged and share their positive experiences.

The LEGO Insiders program, for example, rewards customers for purchases and getting involved in the customer community. LEGO is a brand that already has a strong emotional connection with customers, but the brand rewards them with initiatives like LEGO Ideas, which allow customers’ original designs to be turned into officially branded products via community vote.

How to build brand communities on platforms

Wondering how to start building your own brand communities? Here are some tips:

Platforms like Instagram, TikTok, and Facebook offer direct ways to connect with customers using polls, Q&As or behind-the-scenes content to create engagement. In fact, many consumers have come to expect their favorite brands to have a robust social media presence.

Wendy’s X strategy has been effective in fostering community. The brand engages followers with humor, witty comebacks, and interactive challenges. This unique approach helped Wendy’s build a loyal online community that extends beyond the physical locations.

Branded online forums and groups

Creating dedicated spaces for discussions, such as Facebook Groups, allows customers to engage with like-minded people regarding the brand or similar interests. Facebook offers a “private” option as well, making the group safe and exclusive for members.

Harley-Davidson’s Harley Owners Group (H.O.G.) is a prime example of a brand that has a sense of community and extended it to an online presence. Members can connect with one another through Harley, share their experiences, participate in exclusive events, and gain a lot of perks. There are also opportunities to connect through local chapters. This community-driven initiative strengthens brand affinity and gives customers a sense of ownership.

Email and membership-based engagement

While social media is effective, email can be a powerful tool for personalized communication. You can share exclusive content, early access invites, and curated recommendations to strengthen your relationships with customers.

Amazon Prime is a good example of email’s power. Prime members receive tailored content recommendations, early access to deals for Prime Day, and benefits like free shipping, making their subscription feel more like an exclusive club than just a loyalty program.

Influencers and brand ambassadors

Influencers and brand ambassadors can play a pivotal role in expanding and strengthening online communities. You can collaborate with influencers and brand ambassadors who align with your brand values, leveraging their audiences and credibility to gain deeper engagement.

For example, Gymshark has built a strong fitness community by partnering with fitness influencers who embody the brand’s ethos. These influencers create workout content, share personal stories, and interact with followers, helping Gymshark maintain an active customer base.

Measuring success in community building

Building an effective brand community requires consistent efforts and some experimentation. You want engagement, but that’s not the only goal. Your community should also help your business growth.

It’s important to review your strategy to ensure you’re meeting your business needs and satisfying your customers. Asking for feedback helps you understand your customers’ needs and preferences, such as whether you’re delivering content that answers common questions or addressing their concerns.

It’s also important to set goals and monitor your progress. Some of the key performance indicators (KPIs) to track include:

Engagement metrics, such as likes, shares, comments, and active members
Customer retention rates, such as repeat purchases and subscription renewals
User-generated content contributions, particularly for active UGC campaigns
Referral traffic and word-of-mouth impact

With this data, you can identify trends or areas for improvement to find out what resonates most with your audience and continuously improve your efforts.

Shift from transactions to brand loyalty

The brands that thrive in the current market understand that consumers are in it for more than a purchase.

By prioritizing authentic engagement, user-generated content, and meaningful connections, you can transform your customers into passionate supporters who champion your brand.

Whether through social media, exclusive groups, or influencer collaborations, investing in communities today will pay off in long-term customer relationships and sustained business growth.

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Turning transactions into relationships: Building online communities for brand loyalty

Moving past transactional relationships