67% of consumers feel more connected to brands through online communities than social media.
This stat says more than you think. It reflects a broader shift in how people want to engage, not through noisy feeds or one-way ads, but in spaces where they feel seen, heard, and valued.
Traditional social platforms still offer reach, but their limitations are becoming more apparent. Feeds are saturated. Conversations are fleeting. Connection is difficult to sustain. That’s why more consumers are turning to brand communities.
Brands are adjusting accordingly. Community is no longer an add-on. It’s becoming central to how engagement is designed.
The Meaning Behind the Stat
At its core, the finding that 67% of consumers feel more connected to brands in communities points to a deeper shift. People are no longer satisfied with passive engagement. They want to interact in spaces that feel personal and purpose-built.
When someone joins a brand’s community, they enter a shared environment where conversation is the norm, not the exception. Whether it’s a forum, a user group, or a space within an app, these environments support connection through dialogue, not broadcast.
Traditional social media, by contrast, makes this difficult. Brand content competes with noise. Replies are often missed or ignored. Communities, on the other hand, are built for exchange. Each thread or feature is a moment to strengthen the relationship.
The rise in participation is intentional. Consumers want thoughtful responses. They appreciate peer validation and shared perspective. This is what deeper connection looks like. It isn’t about reach. It’s about resonance. And the brands creating spaces that support this are earning lasting emotional investment.
Why It Matters: From Connection to Loyalty and Advocacy
Connection is emotional, but it also drives measurable business results. When customers feel close to a brand, they stay longer, spend more, and engage more frequently. Around 40% of consumers say they are more likely to remain loyal when they participate in an online brand community. That kind of loyalty leads to renewals, repeat purchases, and stronger customer value without requiring higher acquisition spend.
It continues beyond loyalty. Connected customers often become advocates. More than 80% of brand community members describe themselves as brand advocates. They recommend products, share experiences, and speak up in support of the brand. Their enthusiasm stems from genuine affinity, not financial incentives. This type of advocacy builds trust in a way traditional advertising cannot match.
At the same time, consumers are growing tired of brand activity on public social platforms. More than half feel overwhelmed by constant promotions in their feeds. A third would prefer less brand content on social media altogether. In such an environment, even the best content often goes unnoticed.
Brand communities offer a better path forward. These are spaces where people choose to engage, not because they are targeted, but because they want to be part of something. Every conversation feels more relevant. Every piece of content has a clearer audience. There is no algorithm blocking the message or burying the connection.
This kind of environment fosters real action. Customers who feel involved are more likely to explore new offerings. One study found that 82% of people are more open to trying new products after engaging in an online brand community. Peer stories, shared recommendations, and member enthusiasm all contribute to a stronger interest in what the brand provides.
Communities create a complete cycle. They build loyalty. They encourage advocacy. And they turn attention into action in a way that traditional campaigns struggle to replicate.
The Psychology of Connection: Why Community Outperforms Social
Online communities resonate because they tap into fundamental human needs. People want to feel seen, heard, and part of something bigger. A product might solve a practical need, but community speaks to identity and belonging.
In traditional social media settings, the interaction is mostly one-way. You follow a brand, like a post, maybe leave a comment that disappears into a flood of others. It is passive, and it rarely builds emotional equity. In contrast, communities invite participation. Members share ideas, respond to questions, join discussions, and influence how the brand is experienced. They feel ownership over the space and connection to the people in it. That sense of belonging strengthens emotional ties to the brand itself. It aligns with how people see the role of brands in their lives. Nearly 70% of consumers say the products they buy reflect who they are. When a community reinforces someone’s values or aspirations, it deepens that connection.
Feedback is another powerful driver. In social feeds, responses are rare. In a community, a suggestion might spark dialogue or even influence a product update. Customers see evidence that their voice matters. One report found that 97% of people are more likely to stay loyal and buy again when they feel their feedback is heard. Nearly everyone rewards brands that listen.
Communities also create a more comfortable environment. Public social platforms can feel noisy, unpredictable, and exposed. Communities feel quieter and more intentional. People know they are among others who share a similar interest. That shared context creates space for honest, open dialogue. Members ask real questions, give real advice, and support one another.
There is also a social proof effect at play. When someone sees others praising a product, offering tips, or sharing results, it reinforces their own confidence in the brand. These micro-interactions create powerful reinforcement loops that social media rarely replicates.
Finally, communities create a sense of contribution. Members are not just consuming content, they are shaping the brand experience. Whether it is troubleshooting, offering feedback, or voting on new ideas, that collaboration makes customers feel like part of the journey. The relationship shifts. It is no longer just about buying. It is about building something together.
What Brands Should Do
If consumers feel more connected to brands through communities than social media, the message is clear: it is time to build one of your own.
Social platforms still have value, but their limits are becoming harder to ignore. Likes fade quickly. Feeds move fast. The engagement is often shallow. A strong community, by contrast, creates ongoing relationships that strengthen over time.
But community is not just a launch-and-leave strategy. It demands care, structure, and responsiveness. To create meaningful connection, brands should focus on building spaces where members can:
- Talk to each other, not just the brand
Peer interaction is what makes communities feel alive. Invite members to share advice, celebrate milestones, and support one another. This sense of shared identity is where true connection takes hold.
- Contribute ideas and see impact
People want their voice to matter. Offer clear ways for members to ask questions, suggest improvements, or test new features. When customers see their input shaping what comes next, the relationship deepens.
- See their values reflected
A strong community aligns with what members care about. Whether the shared focus is wellness, creativity, sustainability, or tech, reinforce those themes throughout the experience. When customers recognize themselves in the brand and in each other, they stick around.
Just as important is where the community lives. Brands should prioritize owned platforms like on-site hubs, in-app groups, or invite-only spaces they moderate. Relying on third-party platforms introduces risk. Feeds can vanish, algorithms can shift, and access to your audience can disappear overnight. A dedicated space, free from ads and noise, offers consistency and control.
Growth will take time. It often starts with a core group of committed members. Support them. Let them shape the culture. Their participation builds the foundation. Unlike fast follower growth on social media, community growth is slow but rich. A few hundred engaged members can drive more insight and impact than thousands of passive followers.
In the long run, communities are not a tactic. They’re infrastructure. They create the emotional and behavioral bonds that drive loyalty, repeat engagement, and advocacy. Find the right format. Invest in connection. In a world where attention is fleeting, durable relationships are the advantage that lasts.