Influencers Are Out, Communities Are In: How to Build a Brand People Want to Belong To
The influencer-driven landscape is shifting, and fast. Not long ago, we relied on creators to tell us what to buy, wear, watch, read, and try. But the mood has changed. Audiences want something deeper from both brands and creators: a sense of belonging and a place to feel understood.
If the post-pandemic years have taught us anything, it’s this: people are lonelier than ever. We’re craving book clubs, run clubs, pilates classes, co-working groups - anything that makes us feel a little more human and a little less like we’re experiencing life through a screen.
So, you want to build a community-first brand? One that feels like stepping into a warm, familiar home. One that carries the energy of that rare moment when all your friends are in the same room, laughing at the same joke. It’s a powerful ambition, and the good news is that it’s very likely what your customers are already looking for.
Building it is far more straightforward than you might think, so let’s dive in.
How Glossier Won the Internet.
If there’s one brand that cracked the community code long before it became a buzzword, it’s Glossier. What started as a beauty blog, Into the Gloss, evolved into a brand that didn’t just sell products, but built a world people genuinely wanted to be part of.
Glossier didn’t rely on polished campaigns or glossy, unattainable beauty standards. Instead, they tapped directly into what their Gen-Z audience cared about: authenticity, intimacy, and self-expression. They invited real customers into the spotlight and let their stories shape the brand’s identity.
If you scroll through their socials, you’ll notice something important: the community is the content. Bedroom makeup tutorials. Candid selfies. Store walk-throughs filmed by customers. Everything feels warm, familiar, and human - like a friend showing you their new favourite product.
This wasn’t accidental. Glossier understood the emotional landscape of their audience long before “community-led” became a marketing strategy. They recognised what their customers wanted to see, how they wanted to feel, and what they valued in their day-to-day lives. And by designing a brand that reflected that back to them, they built a following that doesn’t just buy - it shows up, participates, and advocates.
So what can you take from their success? Community isn’t something you bolt onto your brand. It grows out of deep audience understanding. You need to know:
What frustrates them
What they’re looking for (that they can’t find elsewhere)
How they spend their time
What they value, believe, and care about
When you have that clarity, building a community stops feeling like guesswork. It becomes the natural next step and a space your audience is excited to be.
Build the Community They Want.
Once you know your audience and your purpose, the next step is deciding where and how your community will gather. This means getting specific about the experience you want members to have.
Do you want your community to feel intimate and interactive, or more aspirational and observational? Should it exist online, offline, or both? Here are some formats to consider:
In-person gatherings – workshops, pop-ups, classes, VIP events. Nothing beats the energy and immediacy of face-to-face connection.
Online spaces – forums, Threads, Discord or Circle channels. This is great for regular interaction, broad reach, and becoming a part of your communites’ everyday.
Hybrid experiences – webinars, online workshops, or live-streamed events combined with in-person meetups. An option that suits everyone and can reach your local, and global, audience.
