Beyond likes: Why the future of social media marketing is about community, not followers
For years, success on social media meant chasing likes, shares, and follower counts. But popularity doesn’t equal loyalty. Today, smart brands know that real value lies in building spaces where people feel they belong. The future isn’t followers: it’s community.
From Vanity Metrics to Digital Tribes
A million followers may look impressive, but it doesn’t guarantee engagement or advocacy. People are quick to spot fake content, and too polished posts no longer cut it. What matters is connection. That’s where digital tribes come in. Tribes grow through shared values, conversations, and participation. When brands nurture them, people engage with the brand, and with each other.
The Trust Factor
Trust drives decisions. Edelman’s Trust Barometer confirms that people trust peer recommendations and authentic dialogue far more than glossy ads. A brand-led community creates exactly that: trusted conversations, genuine peer connections, and a sense of belonging that no paid promotion can match.
Platforms Are Changing Too
Social platforms are evolving in the same direction. Facebook Groups, LinkedIn communities, Reddit forums, and private platforms like Discord are thriving. Algorithms reward conversations over passive scrolling. For brands, this means moving away from generic messaging and investing in conversations that spark real participation.
Long-Term Engagement Beats Short-Term Clicks
A viral post may create a short-lived buzz. Communities, however, deliver steady engagement. They stand by brands during quiet times, defend them in crises, and act as advocates and co-creators. That loyalty can’t be bought, it’s built.
Take your marketing skills further
Building meaningful communities online is intuition. The Fundamentals of Marketing online short course from the IMM Institute is the next step if you want to develop foundational marketing knowledge and skills.
In this short course, you will be introduced to the basics of marketing: from the analysis of customer behaviour and external factors to the development of product and promotion strategies that relate one to another. It is meant for:
- Marketing interns and entry-level professionals
- Content creators and social media managers
- Students or graduates that have not studied marketing before but want to explore marketing as a career
- Anyone interested in acquiring a solid foundation in marketing as a practice
The Takeaway for Marketers
Marketers need to shift focus from sophistication and show to creating spaces where people feel included. The payoff is when customers feel heard, valued and engaged.
Winning brands of tomorrow won’t be those with the biggest following. They’ll be the ones with the strongest tribes. In today’s noisy digital world, community is the new currency.
