In 2025, numbers will no longer be enough for marketing, and the focus shifts to community. It’s no longer about reaching followers or likes, but about creating genuine and lasting bonds. Meta, the tech giant, highlighted this strategy as the main bet for the future during its recent events and reports. Building identity is what sets apart brands that want to go beyond the market and occupy a unique space in their audiences’ lives. “This trend represents a transformative movement. While followers come and go, these groups remain. They advocate, engage, and grow alongside brands, strengthening connections that go far beyond social media,” explains Camila Renaux, an expert in Strategic Marketing, Digital Marketing, and Artificial Intelligence.
“Community marketing” becomes a competitive differentiator by turning customers into true brand advocates. These groups have the power to create stronger connections and promote exclusive engagement, establishing a bond that goes beyond commercial transactions. “A community doesn’t just consume your content or products; it lives and shares your purpose. It defends your brand, engages actively, and stands by your side in any journey,” she adds.
Camila explains that building communities doesn’t depend on the size of the company or professional. The key is to cultivate trust, identification, and a relationship of continuous exchange. This strategy turns the audience into partners, creating bonds that endure crises, evolutions, and market changes. For your brand to have loyal groups, Camila Renaux highlights some fundamental practices:
1. Foster identification: “make clear what you believe in, what you do, and why you do it,” emphasizes Camila. The audience needs to recognize values that align with their own, creating a sense of belonging. This requires transparency, honest communication, and consistency in every action;
2. Be imperfect: perfection is no longer the goal on social media. “People connect with those who are real,” reinforces the expert. Showing vulnerabilities and everyday situations is a powerful way to humanize communication and create closeness;
3. Bet on naturalness: a spontaneous approach, without rigid scripts or patterns, brings brands closer to their communities. “Real life will be a trend in 2025. Allow yourself to be authentic and share everyday moments,” suggests Camila;
4. Invest in personalization: tools like exclusive WhatsApp groups, closed forums, or YouTube communities help create an intimate and interactive environment. These channels offer the audience a unique experience where communication becomes more direct and personal, strengthening the feeling of belonging.
