Is brand community marketing the new social media marketing?

Are you working on a social media marketing strategy for a brand? Or just interested in social media marketing. Read on to discover how brand community marketing could do away with social media marketing all together.

(Image from WIX Media)

But first lets define what a brand community actually is:

A brand community is not defined by the geographic location of its members but rather on the basis that members are passionate about the same specific brand and interact on a social level about their common interest. Brand communities are a great place for consumers to connect and support each others interests, creating loyal customers who feel they are a part of the brand that they admire and are more likely to recommend the brand to others.

How is brand community marketing different from social media marketing?

Social media marketing is the use of social platforms by brands to sell a product or service. This digital marketing strategy is used to grow brand awareness to make conversions to sales. Brand community marketing is focussed on creating customer loyalty by tapping into the human need to have a sense of belonging by fostering conversations between the brand and consumers about their shared passions and interests that are relevant to the brand.

(Image from WIX Media)

Brand community marketing is taking social media marketing's place

Consumers' dislike of paid advertisements is continuing to grow with 3 in 4 users stating that there are too many ads on social media. The constant bombardment of content on social media from brands is also overwhelming consumers. Brands need to try something new and brand community marketing is the answer.

Why I believe Nike has the most successful brand community

(Image from Unsplash)

I am a part of the Nike brand community. I am extremely loyal to the brand, I only wear Nike sneakers and active wear. I also follow multiple Nike Instagram accounts, I watch their YouTube videos and I have the Nike+ run club app. I also have mentioned them in a previous blog post..I know I am just a little obsessed.

There are two key reasons why the Nike brand community works for me. The first is how they segment their content. I personally follow the NikeWomen Instagram account because it's content on inspirational female athletes makes me feel empowered. I also enjoy reading and posting comments because the community is always supportive. The second reason is Nike's run club app which makes me feel as though I am a part of something larger than myself.

Which brand communities are you a part of? Do you agree that brand community marketing is the way of the future?

Thanks for reading :)