Today, everyone needs a community — from online stores to tech companies and mobile apps. But how do you create a community that will protect, love, and support a brand and its idea?
Antonina Kuzmich, creative director of OMG agency and founder of the creative studio “Duma”, answered these and other questions as part ofUkrainian TechComms Days-2024In this article we share
The most interesting points of the speech
How to Build a Sustainable asia mobile number list Community: Tools to Help Make Your Audience “Fall in Love” with Your Brand
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What is a community and why do brands need it?
The first thing to understand is that a community is not built around a brand, but around the idea that the brand communicates. The target audience should feel like not just customers, but also part of a global movement.
In particular, a community can form around a problem: for example, now all Ukrainians are united by blackouts and rolling blackouts. If a brand shares a thematic meme or other type of content, it will be understandable to a wide range of people.
A common motive helps the audience stay in the brand’s conventional circle. As a result, users are more willing to give feedback, communicate with each other and directly with the brand.
Antonina Kuzmich notes that words alone are not enough — to build a sustainable community, you need to take concrete actions. This way, the audience will be more willing to believe the brand’s messages and become more united.
Among the benefits of a strong community:
increasing conversion on resources to which the brand directs its audience;
customers become brand advocates who defend it and fight for its reputation;
better perception and attitude towards advertising, because you provide users with quality content, and they trust you;
saving resources, because brand fans are ready to advertise and talk about you;
helps to strengthen the brand, because a powerful community makes you invincible in the market.
Community Building Tools: Theory and Examples
Antonina Kuzmich cites influencer campaigns and mascots as the main tools that help create a powerful community.
Collaboration with influencers
The key to a successful influencer campaign seo web design: how to improve your position? is a holistic creative concept and integration of product preferences into it. Antonina also notes the importance of clear technical requirements: it should contain an introductory block about the brand, a creative concept and be adapted to a specific platform. After all, content created according to one technical requirement for different social networks will probably not work due to the peculiarities of the algorithms.
What types of influencer campaigns are there:
A personal story, into which advertising bw lists integration is natively integrated . As an example, Antonina cites an advertising campaign for the Flint Academy . The campaign’s problem was the conflict of generations, in particular the misunderstanding between teenagers and adults. As part of the campaign, bloggers published their childhood photos and talked about a person from childhood who influenced their lives. Also, as part of the campaign, live broadcasts were held, where young bloggers talked with older people and tried to understand each other.
