A growing number of brands are using platforms like Discord, Telegram, or Slack to build and nurture communities. This approach allows them to step away from traditional social media channels and have more control over their marketing. And that’s just one of its many benefits.
Let’s say you create an online portfolio to start promoting your business. As your customer base grows, you could build a “gated” community within or outside your site. Think of it as a space where buyers can engage directly with your brand, ask questions, exchange ideas, and access members-only content.
This marketing tactic fosters a sense of exclusivity, making your customers feel valued. At the same time, it allows for highly personalized interactions, which can boost engagement, loyalty, and sales.
Interested to find out more? Here’s what you should know about the rise of private communities and how to capitalize on this trend.
What Are Private Brand Communities?
Private brand communities are members-only groups revolving around shared interests, values, or experiences tied to a brand’s identity or offerings.
Such groups can be micro- or macro-communities, depending on their size and goals.
For instance, a gaming startup could create a small Discord group where members can test new games, share tips, and provide feedback. Over time, the group could offer additional perks, such as access to exclusive events, special discounts, or premium content.
Another example is Sephora’s Beauty Insider Community. Back in 2017, Sephora wanted to create an exclusive space where customers could find inspiration, share photos, rate products, and interact with each other. Today, this online community has over 5.5 million members from all around the world.
Why Do People Join Private Brand Communities?
Most consumers are flooded with marketing messages from the brands they follow online. Some choose to join Reddit communities, Facebook groups, or other platforms to exchange information about the products they’re interested in. One reason is that they seek unbiased insights and genuine interactions with like-minded people.
If, say, you’re passionate about TRX, you can find Reddit communities revolving around this brand and its products. By joining, you’ll get insider tips and recommendations from people who share your love for suspension training and could help you level up your workouts.
The same goes for private brand communities, which bring together people with similar interests. Members get a sense of belonging, as well as expert insights and opportunities for recognition. Sometimes, they can engage directly with a company’s founders and give input or participate in beta tests.
In a recent survey, 41% of consumers said they trust online reviews as much as they do personal recommendations. More than 80% agreed that first-party reviews are likely to impact their buying decisions.
Private brand communities often feature unbiased reviews, fostering trust among their members. For many customers, this is reason enough to join the group.
Returning to the previous example, Sephora’s Beauty Insider Community is loaded with photos from people who have tried the brand’s products. If someone asks whether or not they should use a particular product, they’ll get an honest reply without the marketing hype.
What’s in It for Brands?
Building a private community can be an effective way to connect with your customers on a personal level and earn their trust. It’s a better, safer, and more cost-effective alternative to traditional social media, benefiting both businesses and consumers.
For instance, a few years ago, it was relatively easy to promote a startup or local company on Facebook.
Organizations big and small leveraged the platform to expand their reach, drive brand awareness, and compete on a level playing field with global brands. But things have changed over the past decade.
Today, millions of social media posts published by companies get buried or hidden from feeds because of Facebook’s algorithm. Its advertisement delivery system is discriminatory and biased, posing challenges for consumers and publishers alike.
Moreover, small companies often struggle to reach their audiences on social media unless they pay for advertising, which can be a challenge for those with limited resources.
The major social networks have full control over your data, your customers’ data, and the content you share. As you probably know, Facebook has experienced multiple data breaches over the years, exposing millions of personal records. One notable example is the Cambridge Analytica scandal.
The point is, when people or companies use a public social network, they may pay for it with their privacy. The same goes for Gmail and other email services. A private community, on the other hand, gives users more control over their data.
As an entrepreneur, the last thing you want is to be at the mercy of social media algorithms.
Your business pages on Facebook, Instagram, or X could be blocked or banned at any time without warning. Plus, your customers may decide to switch to a different platform, even if that means losing touch with your brand.
Alternatively, you could set up a fully branded online community platform and make your own rules.
Build a Private Community from the Ground Up
Start by defining the goal(s) of your community. Why should a customer join? Would they get access to members-only content, freebies, or discounts not available anywhere else? Are they going to receive personalized support for a problem they’re facing?
Once you’ve defined your value proposition, choose a platform to build your community. Let’s see a few examples:
- Decommerce
- Circle
- Discourse
- MightyNetworks
- Discord
- Slack
- Telegram
For instance, Circle allows you to host live streams, sell membership plans, chat live with your followers, and share online courses. Discord, on the other hand, supports bot integrations and has cool features like soundboard effects, low-latency streaming, and built-in games.
Another option is to set up a private community on your website, where members can join by entering a username and password. With this approach, you’ll have full control over the platform.
Wix, for example, lets you add a private forum to your site—and charge for subscriptions (if you want to). Plus, you can reward participants with badges and grant them access to specific categories based on their membership.
Next, set rules and guidelines. Be clear about the type of content allowed, how members should behave, and how disputes will be handled.
When you’re done, leverage your customer base and professional network to attract early users. Also, tell your email subscribers and social media followers about the community and why they should join. Consider incentivizing them to sign up, invite others, and create content.
Meanwhile, share expert insights, videos, product updates, and behind-the-scenes shots to build traction. Engage in conversations, encourage members to ask questions, and reply in a timely manner.
Most importantly, focus on building lasting relationships. Be genuine and helpful, ask members for feedback, and provide value at every touch point. Go one step further and host contests, challenges, webinars, or Q&A sessions to drive engagement and create a thriving community.
Unlock the Power of Private Brand Communities
You could spend years building and promoting your brand on Facebook or other platforms and lose everything—your content, customers, and sales—in the blink of an eye. This doesn’t mean you should quit social media altogether, but rather step away from it and create a safe space for your brand and followers.
Private brand communities would allow you to better understand your target audience and improve your products or services. It’s also an opportunity to build genuine connections and give your business a human face. Over time, it could reduce your marketing costs or even turn into a revenue stream.
