Community-Driven Marketing: Where Do I Begin?
Looking for first-hand knowledge of community-driven marketing? Sophie Miller, Director, Pretty Little Marketer joined us for a Q&A to explain why community-driven marketing is such a powerful tool, how community feedback can transform your business, and provided advice on how you can build a true community around your brand.
Why is community-driven marketing becoming such a powerful tool in today's digital landscape?
I think the obvious answer is that consumers are tired. We're tired of being sold to, we're tired of brands being brands, we're tired of watching from the sidelines and not being prioritised. The pandemic showed us our power, the impact we can have when we refuse to sit back and passively observe and we want more.
The less obvious answer, I think – is because it's unexpected. We crave it from brands, but we don't expect it. We perceive brands as "them" – a far away thing, we don't view them as "one of us". So when a brand takes the step from them to us, it's a surprise. We enjoy it, and we want more!
Describe the rewarding relationship between a brand and its community
It's about a mindset of facilitation and service – selflessly putting your "community" at the centre of what you do. And sure, it's rewarding in a business sense: advocacy, word of mouth, longevity, loyalty that outlasts your competitors – and those are great... but what's greater is the fulfilment of making a real difference.
When you started building your community, what was your strategy to ensure you weren't just gaining followers but also building relationships?
I use this two-strand approach to strategy: connection to you, and connection to each other.
With that connection to you bit, it's when people genuinely see themselves in your brand. Those "yes, they get me" moments that happen through real conversations about shared challenges. It's not just talking at your audience, it's walking alongside them.
Then there's connection to each other – and this is where the magic really happens! When community members start forming actual relationships with other people who love your brand. Your job is to create those moments where they can chat freely, relate to each other's journeys, and share their own wisdom. That's when you've got something special that goes way beyond their relationship with just your brand.
Can you share an example of a time when community feedback directly impacted a decision or change you made in your business?
I completely closed, remodelled and then re-opened my monthly membership this year. Started it in April 2024 as a test and learn, then spent 7 months constantly asking questions and watching how members actually used it. In November, I shut the doors to new people and spent 5 months rebuilding it into something totally new based on all that feedback. When we relaunched, it was honestly better than ever – member numbers doubled on day one, and that's 100% down to my community telling me what they actually needed.
Why do you believe community-driven marketing is the future of brand growth and influence? How do you see it evolving?
I think community members – your most engaged customers – are starting to expect a say. They want chances to give feedback, opportunities to get involved, and for brands to actually talk back when they engage.
They're looking for brands to share the stage, not just hold the mic the whole time. In the next 5-10 years, this won't be optional anymore – it will be the baseline expectation. The brands that get this now are the ones who will have genuine connections when everyone else is playing catch-up.
What do you think sets community-driven marketing apart from traditional influencer marketing, and why should brands start prioritising community engagement?
Aside from them being completely different, community-driven marketing puts the spotlight on your actual customers! It's not the norm yet, so it really stands out when brands do community events, create user-generated content, and actually engage with people.
But others will catch on – it will become the standard approach and soon, we will question its authenticity the same way we do with influencers. So the early adopters will win here. The brands that are genuine about it now will have built something real while everyone else is just ticking boxes.
Which brands are leading the way, in terms of community-driven marketing?
Refy! They include community in literally everything they do. They took actual customers to Majorca last year, completely binning the traditional influencer trip for a bunch of PR. And they talk back – when customers comment or message, they get responses. They make people feel seen and heard, not just sold to. It's so refreshing to watch and even more refreshing to experience.
What advice do you have for creators and marketers just starting out who want to build a true community around their brand but aren't sure where to start?
Identify your connection points! These are the things that you or your brand do aside from just selling stuff. They're the common ground between you and your audience and the secret to creating content people actually care about.
Like, Gymshark sell gym clothes but they inspire a growth mindset, they educate on training methods, and connect over a love for fitness. Fenty Beauty sells makeup, but they encourage self-expression, they celebrate representation, and connect over finding new products and techniques.
It's not just about what you sell, it's about what you do. So outside of your products or services, what's your message? What do you celebrate? What problem do you solve? What feelings do you inspire? Figure that out, and you've got your community foundation right there.
Join us in London at SocialDay’s Social Media Fest, 20-22 May, and listen to Sophie Miller’s session on all things content, community, and personal branding. socialday.co.uk
