Abraçando a comunidade em vez do público: Uma mudança estratégica para as marcas
Abraçando a comunidade em vez do público: Uma mudança estratégica para as marcas
[divider line_type=”Full Width Line” line_thickness=”3″ divider_color=”black” divider_opacity=”90″ animate=”yes”]Na atual economia da atenção, que evolui rapidamente, as marcas de mídia enfrentam o desafio de não apenas atrair, mas também envolver e reter seus públicos-alvo. Para competir com o Facebook, o Instagram e o Tik Tok pela atenção do usuário, as marcas precisam mudar o foco da aquisição de público e começar a criar comunidades ativas e leais que atraiam criativos, colaboradores e conectores. Essa mudança, que Brian Morrissey chamou de profundidade em vez de amplitude, é crucial para promover conexões mais profundas, aumentar o envolvimento e, por fim, gerar mais receita e retenção.
From Passive Audiences to Active Communities
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 Greg Isenberg notes, building such communities involves several key elements:- Togetherness: Providing spaces for collective interaction.
- Rituals: Establishing regular activities that foster a sense of routine.
- Identity: Cultivating a shared sense of purpose among members.
- Belonging: Creating a feeling of being part of something larger.
- Engagement: Encouraging ongoing contribution and interaction independent of direct brand involvement.
The Viafoura Digital Experience Platform: Enabling Community Building
Viafoura’s Digital Experience Platform (DXP) 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:- Engagement Suite: Facilitates real-time interactions with conversations, live Q&A sessions, and polls.
- Moderation Tools: Combines AI and human moderation to maintain respectful and relevant discourse.
- Personalization: Delivers tailored content recommendations and personalized feeds.
- Data Insights: Leverages first-party data for deep user behavior insights, driving targeted engagement strategies.
The Transformative Impact of Community Members
Community members significantly outperform standard audiences in terms of engagement and revenue generation. According to Viafoura’s data:- Community members have a 5.3x higher increase in dwell time compared to regular audiences.
- They are 45x more likely to subscribe.
- They drive 3x more site visits.
Practical Steps for Building Robust Communities
To build thriving communities, brands should consider the following steps:- Define Your Community’s Purpose: Clearly communicate the community’s goals and values to attract like-minded individuals.
- Create Valuable Content: Consistently provide content that is relevant, informative, and engaging. This will keep members interested and active within the community.
- Encourage Interaction: Use interactive tools like real-time comments, live chats, Q&A sessions, and polls to facilitate real-time interaction among members.
- Recognize and Reward Contributions: Acknowledge active members and reward their contributions. This can be done through shout-outs, badges, or exclusive content.
- Leverage Data: Use first-party data to understand your members better and tailor your engagement strategies accordingly.