{"id":16992,"date":"2024-06-27T20:49:27","date_gmt":"2024-06-27T20:49:27","guid":{"rendered":"https:\/\/viafoura.com\/blog\/privilegier-la-communaute-a-laudience-un-changement-strategique-pour-les-marques\/"},"modified":"2025-08-21T17:35:23","modified_gmt":"2025-08-21T17:35:23","slug":"privilegier-la-communaute-a-laudience-un-changement-strategique-pour-les-marques","status":"publish","type":"post","link":"https:\/\/viafoura.com\/fr\/blog\/privilegier-la-communaute-a-laudience-un-changement-strategique-pour-les-marques\/","title":{"rendered":"Privil\u00e9gier la communaut\u00e9 \u00e0 l’audience : Un changement strat\u00e9gique pour les marques"},"content":{"rendered":"

<\/p>

Privil\u00e9gier la communaut\u00e9 \u00e0 l’audience : Un changement strat\u00e9gique pour les marques<\/h2> \n[divider line_type=\u00a0\u00bbFull Width Line\u00a0\u00bb line_thickness=\u00a0\u00bb3″ divider_color=\u00a0\u00bbblack\u00a0\u00bb divider_opacity=\u00a0\u00bb90″ animate=\u00a0\u00bbyes\u00a0\u00bb]

Dans l’\u00e9conomie de l’attention qui \u00e9volue rapidement aujourd’hui, les marques de m\u00e9dias sont confront\u00e9es au d\u00e9fi d’attirer, mais aussi d’engager et de fid\u00e9liser leurs publics cibles. Afin de rivaliser avec Facebook, Instagram et Tik Tok pour attirer l’attention des utilisateurs, les marques doivent cesser de se concentrer sur l’acquisition d’audience et commencer \u00e0 construire des communaut\u00e9s actives et loyales qui attirent les cr\u00e9atifs, les collaborateurs et les connecteurs. Ce changement, que Brian Morrissey<\/a> a appel\u00e9 la profondeur plut\u00f4t que l’\u00e9tendue<\/a>, est crucial pour favoriser des connexions plus profondes, am\u00e9liorer l’engagement et, en fin de compte, g\u00e9n\u00e9rer davantage de revenus et de fid\u00e9lisation. <\/p>\n<\/div>

\"\"\/\n<\/figure><\/div><\/div>

<\/p>

From Passive Audiences to Active Communities<\/h3> Traditional brand content experiences often result in passive and fleeting audience engagement. These audiences are largely disengaged and unmotivated, offering limited value to brands. In contrast, communities are characterized by active participation, collaboration, creativity, and a strong sense of connection and loyalty. As community-building expert <\/span>Greg Isenberg notes<\/span><\/a>, building such communities involves several key elements:<\/span>
  1. Togetherness<\/b>: Providing spaces for collective interaction.<\/span><\/li>
  2. Rituals<\/b>: Establishing regular activities that foster a sense of routine.<\/span><\/li>
  3. Identity<\/b>: Cultivating a shared sense of purpose among members.<\/span><\/li>
  4. Belonging<\/b>: Creating a feeling of being part of something larger.<\/span><\/li>
  5. Engagement<\/b>: Encouraging ongoing contribution and interaction independent of direct brand involvement.<\/li> <\/ol> \n

    <\/p>

    The Viafoura Digital Experience Platform: Enabling Community Building<\/b><\/h3> Viafoura’s <\/span>Digital Experience Platform (DXP)<\/span><\/a> is at the forefront of this transformation, offering a comprehensive suite of tools designed to enhance user engagement, personalization and data utilization. Trusted by over 800 global media brands, Viafoura’s DXP empowers brands to create dynamic, interactive communities through features such as:<\/span>
    • Engagement Suite: Facilitates real-time interactions with conversations, live Q&A sessions, and polls.<\/span><\/li>
    • Moderation Tools: Combines AI and human moderation to maintain respectful and relevant discourse.<\/span><\/li>
    • Personalization: Delivers tailored content recommendations and personalized feeds.<\/span><\/li>
    • Data Insights: Leverages first-party data for deep user behavior insights, driving targeted engagement strategies.<\/span><\/li> <\/ul> \n

      <\/p>

      The Transformative Impact of Community Members<\/b><\/h3> Community members significantly outperform standard audiences in terms of engagement and revenue generation. According to Viafoura’s data:<\/span>
      • Community members have a <\/span>5.3x<\/b> higher increase in dwell time compared to regular audiences.<\/span><\/li>
      • They are <\/span>45x<\/b> more likely to subscribe.<\/span><\/li>
      • They drive <\/span>3x<\/b> more site visits.<\/span><\/li> <\/ul> These statistics highlight the outsized impact that engaged community members can have on a brand’s success. By focusing on building and nurturing communities, brands can achieve higher levels of engagement, loyalty, and ultimately, profitability.<\/span>\n

        <\/p>

        Practical Steps for Building Robust Communities<\/b><\/h3> To build thriving communities, brands should consider the following steps:<\/span>
        1. Define Your Community’s Purpose<\/b>: Clearly communicate the community’s goals and values to attract like-minded individuals.<\/span><\/li>
        2. Create Valuable Content<\/b>: Consistently provide content that is relevant, informative, and engaging. This will keep members interested and active within the community.<\/span><\/li>
        3. Encourage Interaction<\/b>: Use interactive tools like real-time comments, live chats, Q&A sessions, and polls to facilitate real-time interaction among members.<\/span><\/li>
        4. Recognize and Reward Contributions<\/b>: Acknowledge active members and reward their contributions. This can be done through shout-outs, badges, or exclusive content.<\/span><\/li>
        5. Leverage Data<\/b>: Use first-party data to understand your members better and tailor your engagement strategies accordingly.<\/li> <\/ol> \n

          <\/p>

          Conclusion<\/b><\/h3> The shift from an audience-centric to a community-focused strategy is imperative for success in today’s attention economy. Viafoura’s digital experience platform provides the tools necessary to make this transition, enabling brands to create engaging, personalized, and data-driven experiences. By fostering a sense of togetherness, establishing rituals, and encouraging ongoing engagement, brands can build loyal communities that drive substantial value.<\/span>\n","protected":false},"excerpt":{"rendered":"

          Privil\u00e9gier la communaut\u00e9 \u00e0 l’audience : Un changement strat\u00e9gique pour les marques Dans l’\u00e9conomie de l’attention qui \u00e9volue rapidement aujourd’hui, les marques de m\u00e9dias sont confront\u00e9es au d\u00e9fi d’attirer, mais aussi d’engager et de fid\u00e9liser leurs publics cibles. Afin de rivaliser avec Facebook, Instagram et Tik Tok pour attirer l’attention des utilisateurs, les marques doivent […]<\/p>\n","protected":false},"author":1,"featured_media":10286,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[76,121],"tags":[],"class_list":["post-16992","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-communaute","category-engagement-fr"],"acf":[],"yoast_head":"\nViafoura | Privil\u00e9gier la communaut\u00e9 \u00e0 l'audience : Un changement strat\u00e9gique pour les marques<\/title>\n<meta name=\"description\" content=\"Privil\u00e9gier la communaut\u00e9 \u00e0 l'audience : Un changement strat\u00e9gique pour les marques Dans l'\u00e9conomie de l'attention qui \u00e9volue rapidement aujourd'hui, les\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, 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