The importance of audience versus community is a topic that has been discussed in marketing and branding circles for some time. While both are essential for building a successful brand, they serve different purposes and require different approaches.
Audience refers to the people who consume your content or purchase your products or services. They may follow you on social media, subscribe to your email list, or listen to your podcast. The audience is essential for generating revenue and increasing brand visibility.
On the other hand, a community is a group of people who share common interests or values and have a sense of belonging. They may participate in discussions, share user-generated content, and provide feedback on products or services. A community is crucial for building a loyal following and enhancing brand reputation.
While both audience and community are important, brands should not confuse the two. It’s essential to have a clear understanding of your audience’s needs and desires to create content and products that resonate with them. At the same time, it’s important to foster a sense of community among your audience by creating opportunities for them to engage with each other and the brand.
Research has shown that building a community can have a significant impact on a brand’s success. According to a study by Harvard Business Review, customers who are part of a brand community spend 19% more than those who are not. They are also 2.5 times more likely to refer others to the brand and have a 50% higher chance of making a repeat purchase.
One example of a brand that has successfully built a community is Peloton. The brand has created a community around its connected fitness equipment by offering live and on-demand classes that allow users to interact with each other and the instructors. Peloton has also built a strong social media presence and has created dedicated Facebook groups for its users to connect with each other and share their experiences.
Both audience and community are important for building a successful brand, but they serve different purposes and require different approaches. Brands must focus on understanding their audience’s needs and desires while also fostering a sense of community among them. Research has shown that building a community can have a significant impact on a brand’s success, leading to increased revenue, referrals, and repeat purchases. By following the right strategies and tactics, brands can create a strong sense of community that enhances their reputation and builds brand loyalty.