“Connect directly and instantly with the people that care about you the most.” These are the words that can be found on the stylish Community site. And it’s something that brands across the world crave, it’s something social media managers ask themselves daily. And as organic reach continues to deplete, some even have sleepless nights over.
But is Community truly the platform that will allow you to reach your target audience much easier than ever before? It does have huge potential. But it can’t just be as easy as that can it?
Launched in 2018, the platform allows celebrities, artists, social media influencers, to communicate with their social community on a much more personal level than currently available on other social sites. And it’s done all through text messaging. That’s right, the app allows people to receive messages straight to their mobiles from their favourite personality.
How does community work?
With the likes of Ashton Kutcher, the Jonas Brothers and Paul McCartney being among the first to adopt the platform. And with thousands more ‘personalities’ now signed up, these are given the title ‘Community Leaders.’ All you need to do is text them and they can text you. Just like you would your mate or anybody else on your phone.
Of course it won’t be their personal number. When you text the number they share – you’ll be given a link to sign up to their Community page and begin to receive messages. Whether this will be the person themselves or someone from their personal team is another question. But it allows people to connect with their favourite celebs significantly easier.
How is community being used?
One of Community’s most useful features is that Community Leaders can easily tailor who receives their messages, right down to a 5 mile radius of a particular location. Sounds pretty useful if you were hosting a pop up shop, in Shoreditch, no?
Last year, the Jonas Brothers used the platform to alert a small number of fans to a secret show in Chicago.
Kevin Jonas told Fast Company “Having a database of fans we can access directly is the best reason (for using Community). We need that for everything from releasing new projects, to selling tickets, to any call to action that will engage our fanbase.”
This is just one example of how people can get in touch with their biggest fans much more easily using the platform. After all, who doesn’t pick up their phone to read a message right away?
Steven Bartlett is also using Community to speak to his biggest fans, you’ll now find the words “text me +1 (212) 937-8878” on social posts across his platform.
Now, you’re probably thinking, ‘where does my brand come into all this?’ Well, Community is currently only open to celebs and artists and co. But they’re looking to expand this to writers, community organisations and broader public figures too. So there’s no reason it won’t roll out to brands over the coming year.
In the meantime, if you’re looking to shake up your social media strategy, let us put you on the right path. Whether it be organic or paid social, we can assess your situation, and help run your account for you – smashing targets along the way.