Building a community using your social media platforms is more important now than ever before. With information overload and increased competition, it can be difficult for businesses to stand out and create meaningful connections with their audience. However, as we move into the world of Web3, there is a new opportunity for brands to engage with their audience in a more meaningful way.

One of the biggest reasons why building a community is important is because of the impact it can have on mental health. With the rise of social media, people are feeling more alone and disconnected than ever before. This is especially true for Gen Z, who are often referred to as the "loneliest generation." In fact, a Mekindie report found that 51% of Gen Z are believed to be seeking treatment for mental health issues. Creating a sense of belonging and community can help alleviate these feelings of loneliness and isolation. 

Brands should consider community management as the key driver in their brand marketing  strategy year. We all want to connect on a deeper emotional level, the scroll is done, it doesn't serve us. In fact, 80% of startups are now leading with community building as a central aspect of their marketing strategy.

However, building a community is not as simple as just creating a group or page on social media. Nurturing communities is where social media began, but as it grew, it turned into more of a broadcast platform with automated and algorithmic content. Now, brands need to focus on connecting the dots between content, community, and audience to create powerful emotional connections.

One of the reasons why many communities fail is because they lack purpose. It's important for brands to remember that 80% of their content should not be focused on selling their product. Instead, they should focus on the community's purpose and make sure it aligns with their audience's purpose. Brands like Patagonia, Sephora and Harley-Davidson have built strong communities by having a clear purpose and mission that aligns with their audience's values.

To grow your community, focus on encouraging participation and getting other people to tell their stories. Paid marketing may be effective in the short term, but it's not sustainable for brand growth in the long term; its ephemeral marketing here today, gone tomorrow. Communities, on the other hand, can be forever and have the potential to create lasting emotional connections with their audience. Focus should be on engagement, regardless of size, high engagement means you are building what your audience wants and will build a longer-term more sustainable marketing strategy for your brand.