Stop Focusing on Looks: The Real Secret to Business Growth on Social Media

I have noticed that a lot of brands value aesthetics over community, which makes the brand feel soulless, and people are seeing through the facade. In an age where consumers crave authenticity and genuine connections, the superficial allure of a beautifully curated Instagram feed or a slick website is no longer enough. This observation isn’t just a critique, it’s a wake-up call for brands and companies struggling to foster growth and build a loyal following on social media and beyond. So, why are so many brands failing to build communities and achieve sustainable growth? Let’s delve into this issue

The Community Disconnect

A major reason why brands fail to build a community is that they focus more on their image than on the actual people they are trying to reach. It’s a classic case of style over substance. Brands get caught up in the chase for likes, shares, and followers, forgetting that these numbers are merely surface metrics. What truly matters is the level of engagement, the depth of interaction, and the sense of belonging they foster among their audience.

Take Cortiez, for example. This streetwear brand has mastered the art of community building by consistently involving its audience in its journey. From limited drops to collaborations, Cortiez makes its followers feel like they are part of an exclusive club. This isn’t just about creating demand through scarcity, it’s about creating an experience that resonates with people on a personal level.

The Pitfall of Aesthetics

While a polished brand image is important, it should not come at the cost of authenticity. Brands that overemphasise aesthetics often end up projecting an image that feels too perfect, too untouchable. This can alienate potential customers who are looking for real, relatable brands.

Represent is another brand that has struck the right balance. They have a strong visual identity, but it’s their community-driven approach that sets them apart. By engaging directly with their audience through social media and offering behind-the-scenes content, Represent creates a sense of transparency and trust. They don’t just sell clothes, they share stories, journeys, and a lifestyle that their followers aspire to.

Creating Meaningful Experiences

To build a strong community, brands need to go beyond the surface and create meaningful experiences for their audience. This means understanding the values, desires, and pain points of their community and genuinely addressing them.

Salomon Running provides a great example of this. They have built a thriving community by focusing on the shared passion for trail running and the outdoors. Salomon’s events, athlete stories, and community challenges aren’t just marketing gimmicks, they are authentic experiences that bring people together. They understand that their community wants to feel connected to nature and to each other, and they deliver on this promise consistently.

The Importance of Authenticity

In today’s digital age, authenticity is key. Consumers are increasingly savvy and can easily detect when a brand is being disingenuous. Brands that are transparent, honest, and relatable will always have an edge over those that prioritise a flawless image over genuine connection.

A brand that exemplifies authenticity is Patagonia. Known for its environmental activism, Patagonia doesn’t just talk the talk, it walks the walk. Their commitment to sustainability and ethical practices resonates deeply with their audience. Patagonia’s community is built on shared values and a common goal of protecting the planet. This authenticity not only attracts loyal customers but also inspires brand advocates who are willing to spread the word and stand by the brand.

Why Companies Fail at Growth

Apart from failing to build communities, many companies struggle with growth due to a lack of strategic vision and adaptability. They might have an initial surge in popularity, but without a clear, long-term strategy, sustaining growth becomes challenging.

Companies often fall into the trap of chasing short-term gains instead of investing in sustainable practices. They focus on quick sales through aggressive marketing campaigns without considering the long-term relationship with their customers. This short-sighted approach can lead to burnout and brand fatigue among consumers.

Building a Community-Driven Growth Strategy

To avoid these pitfalls, companies need to adopt a community-driven growth strategy. Here are some key steps to consider:

1. Listen to Your Audience: Use social listening tools to understand what your community is talking about. Engage in conversations, ask for feedback, and be open to criticism. This will help you stay in tune with their needs and preferences.
2. Provide Value: Offer content and experiences that provide real value to your audience. This could be in the form of educational content, exclusive events, or even just entertaining posts that make them smile.
3. Foster Interaction: Encourage your audience to interact with your brand and with each other. Create opportunities for them to share their experiences, stories, and feedback. This could be through social media platforms, online forums, or in-person events.
4. Be Consistent: Consistency is key to building trust and loyalty. Ensure that your brand message, tone, and values are consistently reflected in all your communications and actions.
5. Celebrate Your Community: Recognise and celebrate the contributions of your community members. This could be through shout-outs on social media, featuring user-generated content, or hosting appreciation events.

Conclusion

In conclusion, brands and companies fail to build communities and achieve growth because they prioritise aesthetics over substance and short-term gains over long-term relationships. By focusing on creating meaningful experiences, fostering authenticity, and adopting a community-driven approach, brands can build loyal followings and achieve sustainable growth.

As the examples of Cortiez, Represent, Salomon Running, and Patagonia demonstrate, the key to success lies in understanding and genuinely connecting with your audience. It’s not about the number of followers you have, but about how deeply you can engage and inspire them.

So, if your brand or company is struggling to attract new business, it might be time to shift your focus from looking good to doing good, from counting likes to creating love, and from chasing sales to building a community.

Ade Sanusi