Communities and digital creators will support your marketing strategy in 2022
Posted: Sun Feb 16, 2025 8:11 am
In the 4th century BC, Aristotle wrote in his book Politics: “ Humans are social animals by nature .” Many other philosophers throughout history supported the truth behind Aristotle’s statement. L.S. Vygotsky recognized this in the Sociocultural Theory of Human Learning and Marshall McLuhan said that new communication technologies were building a “ global village .”
We thrive in communities . From the moment we are born, we learn to read the world through others and are greatly affected by the people we socialize with every day.
Given the immense global changes, people are spending more and more time online. In this time, communities are growing and forming organically through social platforms where people connect every day around the world.
These communities tend to form around passions and lifestyles. From politics, music, travel, technology, food, work and more, we are increasingly drawn to one another in digital interest groups. We are wirelessly and digitally connected, which means we have taken our “social animal” preferences to a whole new level.
But where do marketers and brands fit in? In this blog, we explore how brands can grow alongside digital communities organically and intuitively.
Communities and content creators is the second topic in Rock Content’s blog series, created in partnership with Hootsuite, which considers the findings of the Hootsuite Social Media Trends 2022 report .
Communities and creators
With so many communities, brands can now find existing communities to increase brand loyalty or they can build their own community around the brand.
The second option is much more laborious belgium phone number list and takes many years to establish itself. Coca-Cola, Harley-Davidson and Converse have spent decades building and growing their followings.
This doesn’t mean you should abandon this idea, but there’s a high chance that a community that focuses on topics that are strongly related to your brand already exists . According to a Pew Research Center survey, 90 million Americans participate in online groups .
You just need to buy your ticket to enter these communities. But who sells it? Answer: content creators .
In 2022, the key to unlocking online communities (no matter the size of your business) lies in the hands of digital creators. Whether they're chefs or Fortnite fans, creators add richness and value to these already existing interest groups.
As the social tide turns away from glossy mega-influencers toward smaller, more authentic communities, brands that partner wisely with creators are connecting with new audiences, earning their trust and building cultural capital.
We thrive in communities . From the moment we are born, we learn to read the world through others and are greatly affected by the people we socialize with every day.
Given the immense global changes, people are spending more and more time online. In this time, communities are growing and forming organically through social platforms where people connect every day around the world.
These communities tend to form around passions and lifestyles. From politics, music, travel, technology, food, work and more, we are increasingly drawn to one another in digital interest groups. We are wirelessly and digitally connected, which means we have taken our “social animal” preferences to a whole new level.
But where do marketers and brands fit in? In this blog, we explore how brands can grow alongside digital communities organically and intuitively.
Communities and content creators is the second topic in Rock Content’s blog series, created in partnership with Hootsuite, which considers the findings of the Hootsuite Social Media Trends 2022 report .
Communities and creators
With so many communities, brands can now find existing communities to increase brand loyalty or they can build their own community around the brand.
The second option is much more laborious belgium phone number list and takes many years to establish itself. Coca-Cola, Harley-Davidson and Converse have spent decades building and growing their followings.
This doesn’t mean you should abandon this idea, but there’s a high chance that a community that focuses on topics that are strongly related to your brand already exists . According to a Pew Research Center survey, 90 million Americans participate in online groups .
You just need to buy your ticket to enter these communities. But who sells it? Answer: content creators .
In 2022, the key to unlocking online communities (no matter the size of your business) lies in the hands of digital creators. Whether they're chefs or Fortnite fans, creators add richness and value to these already existing interest groups.
As the social tide turns away from glossy mega-influencers toward smaller, more authentic communities, brands that partner wisely with creators are connecting with new audiences, earning their trust and building cultural capital.