In 2025, numbers will no longer be enough for marketing and the focus shifts to the community. It's no longer about gaining followers or likes, but to create genuine and lasting bonds. A Meta, technology giant, highlighted this strategy as the main bet for the future during its recent events and reports. Building identity is the differentiator for brands that want to go beyond the market and occupy a unique space in the lives of their audiences. This trend represents a transformative movement. As followers come and go, these groups remain. They defend, engage and grow together with the brands, strengthening connections that go far beyond social networks, explain to the Strategic Marketing specialist, Digital Marketing and Artificial Intelligence, Camila Renaux.
Community marketing becomes a competitive advantage 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 not only consumes its content or products", she lives and shares her purpose. She defends her brand, "engages actively and stays by your side on any journey", adds.
Camila says that building communities does not depend on the size of the company or the professional. The fundamental thing is to cultivate trust, identification and a continuous exchange relationship. This strategy turns the audience into partners, creating bonds that transcend crises, market evolutions and changes. So that your brand has loyal groups, Camila Renaux highlights some fundamental practices
1. Provide identificationmake it clear what you believe, "what you do and why you do it", highlights Camila. The public 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 imperfectperfection is no longer the goal on social media. "People connect with those who are real", reinforces the specialist. Showing vulnerabilities and everyday situations is a powerful way to humanize communication and create closeness;
3. Bet on naturalnessa spontaneous approach, without rigid scripts or patterns, bring 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 personalizationresources like exclusive groups on WhatsApp, closed forums or YouTube communities, help create an intimate and interactive environment. These channels offer the public a unique experience, where communication becomes more direct and close, strengthening the sense of belonging.
