Yup, you heard that right! If you want to build a brand that lasts, your follower count matters very little in the grand scheme of things. In 2025, people are looking to connect — which means that the smartest brands are less focused on viral reach and more focused on building niche, loyal and engaged communities.

The future of digital marketing lies in creating ecosystems where people feel seen, heard and valued. Learn how to create meaningful spaces for your audience and why micro is the new macro in social media marketing. In 2025, it's time to make connections your competitive edge.

 

Why Your Following Does Not Matter

With "new!" and "better!" always on the horizon, brands struggle to keep up and stand out. Not only does trend-hopping only result in fleeting follows, but even having the largest following no longer guarantees reach and user traffic. In fact, focusing too much on vanity metrics can distract from what really drives growth: trust and relevance.

With the rise of TikTok, algorithms on multiple social media platforms, including Facebook and Instagram, have changed to account for user interest through engagement and time spent on content. This means that quality content that drives regular engagement is top-performing on social media. 

This approach shifts the focus from merely increasing follower counts to nurturing a genuine relationship with your audience. And if your audience is going to spend time watching and engaging with your content, they will need to feel connected to your brand. 

People follow people — so bring your brand to life. The more human your brand feels, the more likely your audience will want to be part of your story.

 

The Road Back to Connection 

The digital landscape is evolving, and with it, the strategies brands must employ to connect with their audience. 

People are seeking brands that resonate with their values and offer consistent, meaningful interactions. By focusing on building a dedicated community, brands can deliver on these needs. 

The Harvard Business School defines a brand's community as: "a space where people who share a deep emotional connection to a brand can engage with the company and each other."

Social media offers the perfect space for this interaction. Brand community then places an emphasis on connection over going viral, ensuring that your brand remains relevant and trusted. This isn't just about attracting attention — it's about earning it. 


Building a Brand Community

Building a brand community on social media requires intentionality and a shift from self-promotion to genuine engagement. Research shows that consumers are more loyal to brands that make them feel heard, valued and included.

An effective social posting strategy would then involve creating content that resonates deeply with your audience and leaves a lasting impact. You're not just putting out content, but you are inviting conversation and co-creation.

Here are a few tips for doing just that:

  • Stay Human and Consistent: Create posts that spark conversation and show authenticity. It's not about growth at all costs, but growth with purpose. 
  • Stick With Community-First Thinking: Talk to your followers, not at them. You need to shift your mindset from broadcasting your brand to listening to your audience.
  • Focus on Value-Led Interactions: Make sure you provide content that solves problems, educates, or inspires. Give people a deeper reason to press your follow button.
  • Consistent Posting Is Not Key: It's the content that curbs doomscrolling that wins, not the content creator who posts every day. Post less, but post the best quality content.

Building a brand community does not require a massive budget. All you need is a little care, creativity and consistency. You nurture your brand community by bringing your brand to life. The more human your brand feels, the more likely your audience will want to be part of your story.

Start small, think niche and cultivate trust.

And, always remember, a meaningful connection is the new metric of success. 


What are your thoughts on social media communities? Let us know in the comments section below. 

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Are you interested in learning more about how social media communities work? Read Social Media and Its Role in Community Building: A Q&A with Shaheed Rajab. 

*Image courtesy of Canva