Why are D2C brands in love with online creator communities?

Direct-to-Consumer (D2C) brands have traditionally focused on performance marketing and Above The Line (ATL) campaigns, but a notable shift is occurring. Many D2C brands are now turning their attention to building online communities of consumers.

This trend extends across various industries. For example, Canon has created #CanonEdge, a space for photography enthusiasts to share their photographs, while Samsung’s mobile phone division launched #WithGalaxy, where content creators actively showcase their shots. Even in the cryptocurrency space, WazirX has established “WazirX Warriors,” a community educating people in tier 2 and 3 cities about cryptocurrency through a private Telegram group. Members of this “super-community” receive crypto rewards for purely educational content.

Why the focus on community marketing? This approach differs from traditional social media marketing and is rooted in the belief that consumers are more responsive to informal social interactions than paid advertisements. It also encourages potential buyers to spread messages through direct, non-intrusive word-of-mouth advertising.

The pandemic and a sense of ‘influencer fatigue’ have accelerated the adoption of the community-led model, leading many brands to allocate budgets for this unique consumer-and-creator-led marketing strategy.

Research shows that communities foster more authentic interactions, and User-Generated Content (UGC) is more influential in purchasing decisions than influencer or branded content. According to a Nielsen report, 92% of customers trust people they know for reviews and recommendations more than any other source. Additionally, 79% of people believe that UGC has a direct impact on their purchasing decisions because it comes from ‘real’ people and is 10 times more relatable.

Ambika Sharma, Founder & MD of Pulp Strategy, emphasizes that community marketing is about building long-term relationships through conversations and making customers feel recognized, heard, and important.

LEGO Ideas stands out as a successful brand community with over 1.8 million members connecting over their love for creating and building with LEGO products.

Community building has become a thriving trend, with many marketers allocating a portion of their budgets to it. The changing dynamics of social media, where content creators play a leading role, make it easier for brands to connect with potential buyers within these communities.

Fashion and cosmetics brands, for instance, are creating communities of micro-influencers on platforms like Instagram and YouTube. They collaborate with consumers who also act as micro-influencers, co-creating products and posting content on social media to drive acquisition.

Pink Lemonade Communications recently launched a UGC platform in response to the growing demand for newer methods of marketing. Through this subscription-based service, the agency aims to assist brands in putting out relatable content created by a diverse group of talented creators, ultimately building trust and influencing purchasing decisions.