The term “online community” refers to a type of internet club in which people with common interests can meet, talk, and build connections. In the last three months, 24% of social media users have contributed to an online community, per HubSpot’s Report.
In recent years, there has been a surge in the number of people joining online communities. When it comes to anything from brand engagement to customer service, people are increasingly looking for more private settings to interact. In 2019, 76% of all internet users were also active participants in an online community.
However, most people still need a clearer understanding of the unique advantages that online communities offer to both businesses and their customers. It’s natural to be overwhelmed by the prospect of deciding to launch your online community. It isn’t a surprise; it’s a big commitment that needs everyone in an organization to be on board for it to work.
This article will explore the reasons behind consumers’ participation in online communities, the advantages they derive from joining, and the implications this has for advertisers.
The Benefits of Consumer Involvement in Online Communities
We all know that maintaining existing consumers is substantially cheaper than obtaining new ones. The price of acquiring new consumers has increased in recent years, making it more crucial than ever for businesses to focus on strengthening their relationships with their current customers.
The rapid pace of digital transformation has benefited the interaction between brands and their consumers. Online reviews and feedback forms are now only part of a much larger and more involved process, including the customer. Customers want companies to be a part of their lives and represent their selves.
Brands can also take advantage of the viral nature of word-of-mouth marketing by participating in online forums. Over time, this improves in healthy communities as members become more engaged with one another and offer their perspectives, relieving the burden on the community management to sustain a conversation.
Customers’ desire to engage with one another, whether through answering questions or offering material, is the essence of any community or even helps to reduce support expenses. The ability of internet communities to amplify professional voices also aids in building trust. Building a community of knowledgeable people around a trusted brand increases product uptake boosts consumer satisfaction, and makes the brand irreplaceable.
Authentic brands and subject knowledge can be lost in the noise on today’s most popular social media sites. By clearly pointing customers in the direction of specialists within an online community, valuable insights and expertise may be shared with them in an approachable and exciting way.
Over a thousand people were polled for the HubSpot Blog’s Consumer Trends Report and asked what motivated them to join an online community. The top reasons were a pleasure, expressing their likes with others, and keeping engaged with their communities.
Online groups are significant for Gen Z, who desire in-the-moment connections. Twenty-two percent of millennials and twenty-seven percent of generation z have joined an online community in the last three months, with thirty-six percent of millennials and thirty-six percent of generation z actively participating in an online community.
Online communities have gained popularity because people from all over the world can easily communicate with one another without having to meet physically in person. The widespread availability of smartphones has transformed online communities into “‘In your pocket’ or ‘switch on your laptop’ communities in which the only element you have to connect to anyone else is an internet connection.”
The convenience of gaining access by just opening an application on the phone or visiting a bookmarked website boosts its appeal. The HubSpot survey also questioned customers about what they value most about engaging in online communities; the top responses centered on expanding their knowledge, finding new sources of inspiration, and connecting with people who share their interests.
Takeaways for Marketers
Customers can join two sorts of communities: user-made communities, where a consumer develops or enters a community over a passion, like a subreddit or Reddit board, or a club developed by a brand or corporation, such as a sponsored Facebook Group or Discord server.
While organizations can only own one form of community, you can harness both to learn your viewers’ preferences, what they speak about, and how they talk about your brand. Social listening, for instance, can be used to gauge the reception of a newly released product among consumers. In contrast, the “Community” tab on YouTube can conduct polls and interactive Q&A sessions with viewers.
Whatever the case, online communities enable businesses to communicate with customers, have meaningful dialogues, and build meaningful connections with those customers, all of which contribute to customer loyalty. Online communities provide several advantages for businesses. They can transform transactional relationships into genuine connections.
They offer a substantial return on investment and enable firms to continuously dialogue with customers, get insight from their feedback, and keep their attention over the long haul. While the upfront cost may seem high, the return on investment is substantial. Keep tabs on content marketing agency to enhance the benefits of your online communities.
