How people connect with brands, and how brands can stand out, is beginning to shift.
For the last decade, influencer marketing has been the go-to for brands across almost every sector as they look to reach new audiences and raise brand awareness. So much so that this has now become routine, not the fresh and exciting approach it once was.
Today’s collaborations are no longer guaranteed to catch consumers’ attention, while overexposure and competition between brands have diminished the power that influencer collaborations once had. Instead of sparking excitement, many influencer partnerships now blur into background noise.
This oversaturation of influencer activity has led to a degree of scepticism among consumers, who feel as though many brands prioritise influencers over loyal customers – this has been highlighted in highly publicised incidents.
@hopeyoufindyourdad @Isabella Lanter poppi vending machine controversy explained. Honestly, I kind of guessed that a controversy was about to be inevitable here with this brand… #poppi #marketing ♬ original sound – Andra
This is where community comes in.
Brands are now shifting their focus from influencer-led to community-driven campaigns, building lasting relationships with their target audience. People want more than to watch marketing play out in front of them. They want to be part of it.
What exactly is community-based marketing?
The concept of community-based marketing is not new, but it’s becoming a key strategy for brands. Community marketing is focused on creating spaces for customers to connect, both with fellow consumers and with the brand itself. This may include social forums, brand events, competitions and giveaways, among others.
For all parties, this approach allows the communication to shift from one-way to multi-way engagement – a key difference that allows consumers to feel as though their opinions and experiences are just as important, helping to create trust and loyalty.
Why it works
By building a community, brands are increasing trust, engagement and loyalty with a key stakeholder – the customer.
Putting real people at the heart of campaigns and activity promotes authenticity, as unlike scripted and paid collaborations, community-driven content comes from real users of the product or service.
Community building is also sustainable. Instead of constantly chasing the next viral moment, community marketing focuses on building long-term relationships. This doesn’t just strengthen consumer loyalty; it creates resilience for brands in an increasingly competitive and noisy marketplace.
How brands can adopt a community-based marketing strategy
Moving towards a community-first approach doesn’t require abandoning influencer strategies. Instead, it’s about balancing both to ensure you get the best outcome possible. Here are some key steps:
1. Promote feedback
Creating spaces for customer feedback is a key aspect of community building. Community starts with listening; this signals that you value your customers’ feedback and opinions which builds trust in the brand.
2. Reward loyalty
Don’t limit perks to influencers and celebrities; make sure to also extend meaningful rewards to everyday customers. This could be in the form of exclusive content, early access, events or simply highlighting consumer stories.
3. Invest in shared experiences
Bringing communities together offline can be extremely effective. Workshops, events or meet-ups allow customers to connect with the brand and each other in exciting and memorable ways, possibly turning a first-time buyer into a lifelong advocate.
@aoibhqueen Sole Mates X @TheSmoothCompany was too much fun 💕 #solemates #solematesdublin #runclub #dublinrunclub ♬ original sound – Aoibh
4. Enable co-creation
Where possible, invite customers to be part of the creative process. This could involve testing new products, submitting content for campaigns or contributing to brand storytelling. Involving consumers in this way strengthens the sense of belonging and shared ownership.
@maxklymenko Doritos paid them $1,000,000 for THIS? 🤯 Are you watching the Superbowl? 🏈 #brands #Superbowl #business #advertisign #interesting ♬ original sound – Max Klymenko
Success stories
Some recognisable brands have already embraced this shift. Sportswear firms, for example, have begun to increasingly host run clubs, training apps and community challenges that bring athletes together beyond product promotion. Tech companies build online forums where users solve each other’s problems, creating peer-to-peer trust and reducing reliance on traditional marketing. Even food and beverage brands are experimenting with community activations, turning loyal customers into ambassadors by spotlighting their stories rather than simply gifting products to influencers.
The lesson is clear: when people feel part of something, they stick around
Looking ahead
The future of marketing isn’t about louder voices or bigger budgets; it’s about deeper connections. Influencer partnerships will continue to play an important role, but they can no longer carry the full weight of a brand strategy. Today’s consumers are savvy and they want more than simply to be sold to. They want to belong.
Community marketing offers brands a path to achieve this. By creating meaningful, two-way engagement, brands can move beyond short-term attention to build long-lasting relationships rooted in trust, authenticity and shared experience.
Ready to take the leap into community marketing? We’d love to help, get in touch today!
About the author
Cara Conboy is a Client Executive with Cullen Communications, specialising in social media, influencer marketing, and copywriting.
