Why build an online community? Connect, communicate, and convert in 2025
January 22, 2025Fostering an online community for your brand is a great way to connect to customers, build brand loyalty, and spread news about your products.
People crave connection. It’s in our nature—we thrive on sharing ideas, finding like-minded people, and being part of something bigger than ourselves. Whether it’s family gatherings, friendships, or professional networks, we constantly seek ways to engage and belong. In the past few decades, we have found increasing engagement in online communities.
This need for connection has seamlessly transitioned into the digital world. Online communities have become the heart of meaningful interactions, offering people a space to share, learn, and grow. While social media trends rise and fall, communities remain powerful, bringing people together beyond fleeting likes and comments. For forward-thinking brands, tapping into the power of online communities can be a great revenue-driving strategy.
But here’s the thing—not every online space creates real engagement. Having followers or views doesn’t automatically mean you’ve created a true sense of community or a community that is loyal to the brand. So, what makes an online community truly valuable? And how do you build and sustain one that thrives and brings added value to your business? Learn the key elements helping brands build digital communities that make a real difference.
Learn the basics of an online community
An online community is a virtual environment where people with shared interests, objectives, or experiences come together. Unlike most social media, which have one-way communication from brands to the audience, these communities help foster interactive dialogues, giving members a platform for self-expression and a sense of belonging.
Consider the difference between a crowded shopping mall and a cozy café where regulars know each other by name. One is transactional, while the other is built on real engagement. That’s the huge difference between online community and social media.
Online Communities vs. Social Media
Social media and online communities seem similar, but they serve different purposes. Social media is great for broadcasting messages and reaching a broad audience but doesn’t always foster deep, meaningful engagement.
A thriving online community, on the other hand, is about participation. Members engage with each other, ask and answer questions, and build relationships within the group.
Example: A brand’s Instagram account with thousands of followers is a social media presence. But a private Facebook group where customers share tips, ask for advice, and interact with the brand meaningfully? That’s an online community.
Reasons to create and nourish an online community
Consumers do not only want to buy a product or service anymore. They want to be part of something bigger —a connection. That’s why building an online community isn’t just a nice-to-have—it’s a game-changer. It fosters trust, boosts engagement, and strengthens brand loyalty.
But why should you invest time and effort into creating and maintaining an online community? Let’s break down four key reasons why building a thriving online community can take your brand to the next level.
1: Brand Loyalty & Customer Retention
Think about the brands you’re most loyal to. Chances are, they offer more than just products—they create experiences and a sense of belonging. That’s precisely what an online community does.
A study by Harvard Business Review found that increasing customer retention by only 5% can significantly boost profits by 25% to 95%. Loyal customers don’t just buy from you once; they keep returning and advocating for your brand.
Take LEGO Ideas, for example. LEGO built a community where fans submit their designs for new sets. The best ideas even get turned into real products! This keeps LEGO’s customers engaged long after their first purchase and strengthens their emotional connection to the brand.
Your community should make customers feel valued, heard, and included. When people feel like they belong, they stick around and bring others with them.
2: Customer Engagement & Brand Advocacy
Engaged customers spend 60% more per transaction than non-engaged customers. That’s because an active community keeps your brand at the top of your mind. Customers regularly interact with your brand and are more likely to make repeat purchases, as well as recommend you to others.
Take Sephora’s Beauty Insider Community, for example. Sephora doesn’t just sell beauty products—it provides a space where customers can ask for advice, share makeup looks, and get recommendations from real people. This type of engagement creates a loyal customer base that buys more and spreads the word.
When you nurture engagement within your community, you’re also creating brand advocates. These are your most passionate customers—the ones who recommend you to friends, write positive reviews, and create organic word-of-mouth marketing. 92% of people trust recommendations from friends and family over traditional ads (Nielsen), making brand advocacy one of the most powerful growth tools you can have.
3: Reduced Support Needs
Customers often turn to communities to find solutions before contacting customer service. According to Gartner, businesses with online communities reduce customer support costs by up to 50% because users help each other solve problems.
For example, Apple’s Support Community allows customers to troubleshoot issues, ask questions, and get answers from fellow users. This self-service approach reduces pressure on Apple’s customer service team while improving the user experience.
Your community also acts as a direct feedback loop. Customers openly share their thoughts, frustrations, and suggestions. Listening to their input gives valuable insights into what’s working and what needs improvement. Who can argue with that?
4: Brand Growth & Awareness
A strong online community naturally attracts new customers. When people feel passionate about a brand, they talk about it, share content, and invite others to join. This organic growth can significantly boost your reach without relying heavily on paid advertising.
For instance, Nike’s Run Club isn’t just about selling running shoes—it’s a global community of runners who share experiences, participate in challenges, and support each other. This sense of community strengthens Nike’s brand identity and attracts new members through word-of-mouth.
Statistics show that 76% of people are more likely to trust content shared by “normal” people over branded advertising. Your community members become your best marketers, sharing testimonials, reviews, and experiences that resonate more than any ad ever could.
Encouraging user-generated content (UGC), like photos, videos, and testimonials, is one of the most effective ways to increase brand visibility.
How to build a thriving online community
A thriving online community doesn’t happen overnight, but with the right strategy, you can turn your audience into an active, loyal community. Here’s how you can do it.
Learn Your Niche
Every thriving online community has a focus. It’s not just a random gathering of people—it’s a space where members come together because they share a common interest, goal, or passion. Your niche will define your content, conversations, and overall community culture. Niche communities have grown 12.68% yearly, reflecting an increasing preference for specialized spaces over generic social platforms.

Choose the Right Structure
Selecting an appropriate structure is vital for facilitating interaction and growth. Online communities can be categorized into forums and groups, each offering distinct advantages.
- Forums: Organized discussion boards where posts are sorted into categories, making it easy for users to find relevant information.
- Groups: More personal and interactive, allows your members to share text-based posts and multimedia content like photos and videos.
Establish Clear Guidelines
Clear and accessible community guidelines are fundamental to maintaining a positive and respectful environment. A study by Nature found a higher degree of consensus on the need to remove inappropriate content, regardless of the presentation style.
Your guidelines should cover:
- Behavioral Expectations: Outline acceptable and unacceptable behaviors.
- Content Standards: Define the type of content allowed and prohibited.
- Enforcement Policies: Explain the consequences of violating the guidelines.
inriver: Build a thriving online community with PIM
Businesses need the right tools to be agile and collaborate to keep up. Inriver’s composable PIM platform embodies that agility, providing a strong foundation for capabilities such as AI-powered content enrichment, API-based syndication, and digital shelf analytics. It is balanced with internal efficiencies like streamlined workflows, supplier onboarding, and top-tier data security.
Another point to consider is building a thriving online community that helps address new challenges and innovations by encouraging engagement and empowering users within a branded ecosystem. Adaptable technology such as inriver and a strong community strategy prepare organizations to thrive in 2025!
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author
Nicky Lilja
Knowledge and Community Manager
Nicky Lilja is the Knowledge and Community Manager at inriver. She is an intrapreneur at heart with passion to build meaningful connections and democratize knowledge. She drives digital engagement, product ideation and self-service always with the end-user in focus.
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