Leverage online communities to engage

New Ideas in MarketingEssential news for marketers, summarised by YouGov
May 03, 2021, 12:55 PM GMT+0

A GlobalWebIndex and Reddit study found 82% of online community site users are open to brand participation in their communities.

With people looking for trustworthy information and a sense of connection amid immense physical disconnection due to COVID-19 crisis, online communities have attracted global attention amid the pandemic. People believe community sites like Reddit provide “up to 48% more authentic and respectful environments than traditional social media sites.”

People also believe these platforms let people express their honest opinions. Moreover, online community site users are not only receptive to brand participation in their communities but also look forward to brands being active members of the community, contributing and providing value.

Brands must humanise themselves and identify ways to engage with customers meaningfully. Establish two-way communication and find a clear brand purpose as consumers are more focused than before on aligning with companies that share their values.

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