I'm still figuring this out myself, but I wonder if brands tried to "use" these core members as formal influencers, would it mess with the community magic? In my previous article, I noticed how consumer-led spaces seem to thrive partly because they feel authentic and brand-free.
Maybe there's something in between? Like, what if brands found ways to support these natural community leaders without being too "hey we're sponsoring this person now!" about it? The data makes me think there might be a sweet spot where brands can participate without taking over.
Super curious about your thoughts on this! Do you think there's a way to acknowledge these core members without changing the community dynamics? I'm so eager to find a research angle that tests this more directly
Glossier did this to a large extent - heroing in to the gloss commenters who contributed a lot to product development with their feedback. I fear it ultimately feels like an affiliate program once you recognise/reward the brand advocates too much but it’s a very appealing thought that loyalty should be rewarded meaningfully.
I agree! I think it's a slippery slope into affiliate territory. But Glossier did, in a way, create the first blueprint for community engagement that every brand after really wanted to adopt. For my latest article, I actually found that a new brand (French personal care brand Respire) did a whole consumer engagement tour that was really reminiscent of the Top Shelf series that Into the Gloss had (going into people's bathrooms, etc) - though Respire kept theirs private, which is basically a form of market research (observation) repackaged.
I think a lot of these things we're doing to innovate marketing are... not necessarily 'totally new', but more so the 'next gen' versions of the classic methods we've known and loved.
I think maybe making them part of the product research could be cool, like having them maybe give a first round of internal reviews. I think treating them as a type of expert in terms of understanding the brands community at a particular level be a good tactic.
I have a feeling you might enjoy my next 'Beyond the Buzz' article, which is all about co-creation! It felt like a natural segue because of how it links to 'community'.
I was shocked that most brands - even super culturally-relevant ones - don't already have the workflows established for community involvement in the development process.
okay this analysis is chef’s kiss 👏 i think this lowkey confirms something a lot of Gen Z marketers have felt but didn’t have data for: bigger doesn’t mean better, belonging does.
especially obsessed with the “50-75 core members” insight—feels like the social media version of Dunbar’s number for community vibes lol. makes me think brands should stop trying to “build” a community from scratch and instead find those 50 people already talking about them and just… give them the mic.
also wild (but not surprising?) how Reddit convos go deep on ethics, techniques, and formulations, vs brands still yelling into the void with “new drop!!” like it’s 2015. Gen Z doesn’t want updates. We want POVs.
bookmarking this for every time a brand asks, “can’t we just make a Discord?” and then wonders why it’s crickets.
Ahhhh thank you!!! 🙌 "Dunbar's number for community vibes" is SUCH a perfect way to put it - don't be surprised if I steal that framing for my next piece 😉 (with credit ofc)!
That point about finding the 50 people already talking vs building from scratch? Spot on. I've been thinking a lot about how our instinct is always "let's CREATE a community" rather than "let's FIND our community" - and the data really backs that up.
I noticed while doing this research that even when brands do try to spark convo, they're still in broadcast mode. Meanwhile these Reddit threads are having entire philosophical debates about ingredient ethics and application techniques!
Also... "can't we just make a Discord?" 💀 The number of times I've seen that exact scenario play out in marketing meetings... Let's just say this research started from a very personal place lol.
Incredible analysis. It’s what our gut has been telling us but your data has backed it up.
THIS -> Maybe the question isn't “How do we get more members?” but rather “How do we create the conditions for meaningful interaction among the members we have?”
Okay, best compliment unlocked! 🏆 Your feedback seriously made my day, seeing as "no fluff" is exactly what I strive for with every analysis. So glad you found it valuable - I'm I'm always trying to find us actual proof points we can use instead of just big words and vibes 😅
Hi Lara, thanks for sharing such a detailed and insightful analysis, so much to unpack and apply! I’m curious, have you also looked at fragrance conversations as well? Community plays a huge role for the fragrance aficionados. Thanks again for sharing your findings!
Hi Pierre! Thanks so much for the kind words - glad you found the analysis valuable.
You've touched on something really interesting with fragrance communities! While I didn't include them in this particular analysis, you're absolutely right that they're great examples of passionate community building. Fragrance forums like Fragrantica and the r/fragrance subreddit have really unique dynamics - members develop their own language to describe something traditionally quite subjective, hunt for dupes of luxury fragrances, and collectively discover niche brands.
I hadn't considered doing a deep dive on fragrance communities specifically, but you've planted a seed! I might explore this in the future, especially looking at how these communities tie into wider beauty conversations once I find a research angle that really inspires me. 🙂
I will totally take you up on that, Pierre! Just sent you a LinkedIn connect so we can brainstorm when it's time. Thanks for offering to be a thought partner!
Thanks so much, Madison! 🙌 Love that you found the analysis valuable - I'm really excited to roll out the next few in this series! The "good fight" continues... one spreadsheet at a time! 💻✨
What a formidable piece of research. Really inspiring and perfect timing for a work project I am embarking upon for a brand. It confirmed a lot of what I suspected (I am a skin care addict Reddit follower and engage in some of the sites you mentioned so have witnesses this first hand and the real sense of community that exists)
This is such a good breakdown. Love the challenge to the default “bigger = better” thinking so many brands are stuck on. Also totally agree that most brand-built communities flop because they treat it like a content distribution channel instead of a space for real conversation. If your “community” is just product drops and promo codes, don’t be surprised when no one’s talking.
I’ve been obsessing with “community building “ for over a decade now — and now I’m trying to build my own through the local fragrance scene! This is incredibly fascinating and insightful! Thanks for taking the screen time for the team.
Hi! I have launched a newsletter on creative and innovative campaigns. The French version has 14,000 subscribers (CMOs and creatives) and I have just launched the English edition if you want to have a look: https://hellokomando.substack.com
Hi Kéliane! Couldn't help but notice your comment isn't exactly following the "community-first" principles we just analyzed in this article 😉 The data suggests meaningful discussions tend to create stronger engagement than promotional links 💞
Can't knock your hustle, though. Congrats on those 14k French subscribers!
This is excellent! I wonder if brands could see the 50-70 active members and use them like influencers
I'm still figuring this out myself, but I wonder if brands tried to "use" these core members as formal influencers, would it mess with the community magic? In my previous article, I noticed how consumer-led spaces seem to thrive partly because they feel authentic and brand-free.
Maybe there's something in between? Like, what if brands found ways to support these natural community leaders without being too "hey we're sponsoring this person now!" about it? The data makes me think there might be a sweet spot where brands can participate without taking over.
Super curious about your thoughts on this! Do you think there's a way to acknowledge these core members without changing the community dynamics? I'm so eager to find a research angle that tests this more directly
Glossier did this to a large extent - heroing in to the gloss commenters who contributed a lot to product development with their feedback. I fear it ultimately feels like an affiliate program once you recognise/reward the brand advocates too much but it’s a very appealing thought that loyalty should be rewarded meaningfully.
I agree! I think it's a slippery slope into affiliate territory. But Glossier did, in a way, create the first blueprint for community engagement that every brand after really wanted to adopt. For my latest article, I actually found that a new brand (French personal care brand Respire) did a whole consumer engagement tour that was really reminiscent of the Top Shelf series that Into the Gloss had (going into people's bathrooms, etc) - though Respire kept theirs private, which is basically a form of market research (observation) repackaged.
I think a lot of these things we're doing to innovate marketing are... not necessarily 'totally new', but more so the 'next gen' versions of the classic methods we've known and loved.
I think maybe making them part of the product research could be cool, like having them maybe give a first round of internal reviews. I think treating them as a type of expert in terms of understanding the brands community at a particular level be a good tactic.
I have a feeling you might enjoy my next 'Beyond the Buzz' article, which is all about co-creation! It felt like a natural segue because of how it links to 'community'.
I was shocked that most brands - even super culturally-relevant ones - don't already have the workflows established for community involvement in the development process.
https://thesheoway.substack.com/p/beyond-the-buzz-co-creation
okay this analysis is chef’s kiss 👏 i think this lowkey confirms something a lot of Gen Z marketers have felt but didn’t have data for: bigger doesn’t mean better, belonging does.
especially obsessed with the “50-75 core members” insight—feels like the social media version of Dunbar’s number for community vibes lol. makes me think brands should stop trying to “build” a community from scratch and instead find those 50 people already talking about them and just… give them the mic.
also wild (but not surprising?) how Reddit convos go deep on ethics, techniques, and formulations, vs brands still yelling into the void with “new drop!!” like it’s 2015. Gen Z doesn’t want updates. We want POVs.
bookmarking this for every time a brand asks, “can’t we just make a Discord?” and then wonders why it’s crickets.
Ahhhh thank you!!! 🙌 "Dunbar's number for community vibes" is SUCH a perfect way to put it - don't be surprised if I steal that framing for my next piece 😉 (with credit ofc)!
That point about finding the 50 people already talking vs building from scratch? Spot on. I've been thinking a lot about how our instinct is always "let's CREATE a community" rather than "let's FIND our community" - and the data really backs that up.
I noticed while doing this research that even when brands do try to spark convo, they're still in broadcast mode. Meanwhile these Reddit threads are having entire philosophical debates about ingredient ethics and application techniques!
Also... "can't we just make a Discord?" 💀 The number of times I've seen that exact scenario play out in marketing meetings... Let's just say this research started from a very personal place lol.
Thank you for this - extremely insightful.
Thanks so much, Bridgette! Really appreciate you taking the time to read it. I'm glad you found value in it! ✨
fascinating analysis. Thanks for sharing all these insights.
Thank you, Laurent! Glad you enjoyed the deep dive💫
Incredible analysis. It’s what our gut has been telling us but your data has backed it up.
THIS -> Maybe the question isn't “How do we get more members?” but rather “How do we create the conditions for meaningful interaction among the members we have?”
🤩
Thank you so much, Carolynne! It's so satisfying when we get to confirm what our instincts have been nudging us towards all along. 🙌
Wow thanks Lara for this analysis!
This is a FANTASTIC analysis! One of few on Community that isn’t all fluff. Awesome work!
Okay, best compliment unlocked! 🏆 Your feedback seriously made my day, seeing as "no fluff" is exactly what I strive for with every analysis. So glad you found it valuable - I'm I'm always trying to find us actual proof points we can use instead of just big words and vibes 😅
completely nailed it - can't wait to read more 💕🫶🏾
Hi Lara, thanks for sharing such a detailed and insightful analysis, so much to unpack and apply! I’m curious, have you also looked at fragrance conversations as well? Community plays a huge role for the fragrance aficionados. Thanks again for sharing your findings!
Hi Pierre! Thanks so much for the kind words - glad you found the analysis valuable.
You've touched on something really interesting with fragrance communities! While I didn't include them in this particular analysis, you're absolutely right that they're great examples of passionate community building. Fragrance forums like Fragrantica and the r/fragrance subreddit have really unique dynamics - members develop their own language to describe something traditionally quite subjective, hunt for dupes of luxury fragrances, and collectively discover niche brands.
I hadn't considered doing a deep dive on fragrance communities specifically, but you've planted a seed! I might explore this in the future, especially looking at how these communities tie into wider beauty conversations once I find a research angle that really inspires me. 🙂
I’d love to see where you take it! Let me know if you ever want to bounce around ideas before diving in!
I will totally take you up on that, Pierre! Just sent you a LinkedIn connect so we can brainstorm when it's time. Thanks for offering to be a thought partner!
This is an incredibly insightful and well-written analysis. Fascinating. Thank you for fighting the good fight on this one!
Thanks so much, Madison! 🙌 Love that you found the analysis valuable - I'm really excited to roll out the next few in this series! The "good fight" continues... one spreadsheet at a time! 💻✨
What a formidable piece of research. Really inspiring and perfect timing for a work project I am embarking upon for a brand. It confirmed a lot of what I suspected (I am a skin care addict Reddit follower and engage in some of the sites you mentioned so have witnesses this first hand and the real sense of community that exists)
This is such a good breakdown. Love the challenge to the default “bigger = better” thinking so many brands are stuck on. Also totally agree that most brand-built communities flop because they treat it like a content distribution channel instead of a space for real conversation. If your “community” is just product drops and promo codes, don’t be surprised when no one’s talking.
I’ve been obsessing with “community building “ for over a decade now — and now I’m trying to build my own through the local fragrance scene! This is incredibly fascinating and insightful! Thanks for taking the screen time for the team.
Also curious to know how an “experience” brand in beauty/wellness (ex: spa, wellness studios, multi-sensory tours) could build community as well 💭
Hi! I have launched a newsletter on creative and innovative campaigns. The French version has 14,000 subscribers (CMOs and creatives) and I have just launched the English edition if you want to have a look: https://hellokomando.substack.com
Hi Kéliane! Couldn't help but notice your comment isn't exactly following the "community-first" principles we just analyzed in this article 😉 The data suggests meaningful discussions tend to create stronger engagement than promotional links 💞
Can't knock your hustle, though. Congrats on those 14k French subscribers!