How Brands Are Leveraging Their Community to Build A Stronger Image

'Community' has recently became a marketing buzzword, however beauty brands have approach their customer with creative methods to create a sense of community.

Building a community of loyal customers within your business will be beneficial to your business in multiple ways you may not be aware of. Let's start with the basics. Why community? It's the core of human existence, we seek for interactions in our daily life! Lack of social interactions can negatively affect your quality of life. This field is actually called 'Community Psychology', which discusses in more detail if you are interested to know more.

Beauty brands like Saie, a clean makeup brand launched in 2019 by Laney Crowell started a Facebook group called "the clean beauty crew". The group was created to get insights from customers about their opinions on certain products, early access, and even casting models. What we see here is Saie is engaging the customers not only at the finishing product, but also in the process of making it. This has helped Saie to understand at core who their customers are, their likes/dislikes, and help them to deliver clean and safe products to the consumer.

With this, you have created a trusted and safe space for customers to raise their opinions/concerns. After all, you need to understand who your audience are, what they like/dislikes to tailor your service to their specific needs.

Let's look into healthcare, a perfect example where community-based marketing is implemented quite frequently. Community marketing for healthcare helps institutions to promote startups/products/knowledge to specific groups. This could be in the form of:

- Educational events/webinars

- Online groups on social medias

These platforms can be used in other industry as well, as long as they allow us to exchange valuable knowledge and help brands to use those insights to create a better product.