Until now, Direct to Consumer (D2C) brands have focused primarily on performance marketing and Above The Line (ATL) campaigns. No more.
Most D2C brands have now turned to building online consumer communities.
Canon, for example, has created a space for photography enthusiasts with #CanonEdge, where community members share photos. The Samsung mobile phone also launched #WithGalaxy, where content creators actively share their snaps.
The trend has also found takers in cryptocurrency. Crypto exchange WazirX, for example, has created “WazirX warriors” who educate people in Tier 2 and Tier 3 cities about the idea behind cryptocurrency. WazirX warriors are connected through a private Telegram group. Interestingly, this “super-community” receives crypto rewards for content members post, as long as it’s “purely educational.”
Why community marketing?
This branch of marketing is different from social media marketing and is based on the fact that consumers are more likely to respond to informal social interactions than to paid advertisements. It also encourages potential buyers to spread the message through direct word of mouth advertising in a non-intrusive way.
According to industry experts, the pandemic and “influencer fatigue” have accelerated the community-led model, prompting many brands to allocate budget for unique consumer and creator-led marketing.
“More effective user-generated content”
Communities drive more authentic interactions, and user-generated content (UGC) is more influential in purchasing decisions than influencer or branded content, research shows. According to a Nielsen report, 92% of customers trust and turn to people they know for advice and recommendations before any other source.
It was also found that 79% of people consider UGC to have had a direct impact on their buying decisions because it comes from “real” people and is 10x more relevant.
Ambika Sharma, Founder and MD, Pulp Strategy, says, “Unlike traditional advertising which only focuses on getting new customers, a community marketing strategy is more about connecting and interacting with people to build relationships. long-term. It’s about conversations and the power to make your customers or potential customers feel recognized, heard and important.
LEGO Ideas is the ultimate example of a successful brand community. The community has more than 1.8 million members connected by their love of creating and building with LEGO products, industry leaders point out.
Catch up and how
Building communities has become a thriving trend, and almost every other marketer is looking to harness its potential, says Sahil Chopra, Founder and CEO of iCubesWire.
“According to a report, 6 out of 10 marketers allocate their marketing dollars to community building. Reason: The dynamics of social media have seen significant changes over time, and content creators are now spearheading the digital sphere. With content creators leading the show, it’s even easier for brands to make potential buyers feel welcome in the community, given their vast audience.
Fashion and cosmetics brands have created several communities of micro-influencers. They focus on building communities on Instagram and YouTube and work with many consumers who double as micro-influencers. Their content is displayed on a brand’s website, they co-create products, post content on social media to drive acquisition and more.
Pink Lemonade Communications, an integrated marketing and communications agency, recently announced the launch of a UGC platform. “We have seen that more and more brands today are considering new marketing methods to gain more customers, build trust with their audience and influence purchasing decisions. Pink Lemonade UGC Studios is a step towards providing new era marketing tools for the brands we work with,” said Tina Garg, CEO and Chief Creative Storyteller.
Through its subscription-based service, the company aims to help brands publish great, relevant content created by a host of talented creators.
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