Now more than ever, it seems like we’re all craving community…whether that’s online or out in the real world. Everyone is just trying to make sense of things around them, steer clear of headlines, and find a little camaraderie.

In social media, we’re calling this the shift from Audience Retention to Community Building. But what does this shift look like for brands on social? To help you get ahead of the curve, I’m breaking down:

• The differences between these two concepts and mindsets.

• How the platforms are adapting.

• What you can do to get ahead of the competition and start building your community today.

– jen 🧡

From Audience Retention → Community Building

We’ve spent years chasing retention (how long someone watched) and reach (how many someones saw it). But today, the platforms—and people—are rewarding brand participation.

Comments, DMs, UGC, reposts, small private spaces… those signals now push distribution and build brand equity faster than passive views ever did.

Hootsuite’s 2025 research even spotlights outbound engagement (brands jumping into conversations) as a key growth lever—when brands comment strategically, engagement climbs.

Meanwhile, consumers are telling us exactly what they want: connection. Don’t think it’s a real thing? Reports show that 73% of consumers will buy from a competitor if a brand they love ignores them, and the vast majority want brands to use social to bring people together.

In other words…reply like a human, or lose the sale.

So, what do you do with that kind of information and how do you shift your social media strategy? It starts by understanding the differences between Audience Retention and Community Building.

The Mindset Shift

Audience retention chases eyeballs and watch time. Community building chases belonging—people talking to you and to each other, showing up for rituals, and creating with you (UGC, replies, DMs). Platforms and trend reports are clear: participation signals (comments, saves, DMs, UGC) now move distribution and brand equity more than passive views ever did. Think less “broadcast,” more “host the room.”

How the Platforms are Adapting

Many times, we see platforms leading the charge for changes. But in this case, I’d argue that the users are leading the change. As a result, platforms are not shipping new features to keep up. For example, Instagram added new community-first tools this year:

• Reposts to share friends’ posts natively

• a Friends tab in Reels to see what your circle is into

• a private Map to opt-in location sharing

All of these are framed as “connect with friends.” That’s the friend graph taking center stage over pure “For You” feeds. Meanwhile, Facebook is pushing original creators and penalizing chronic re-posters, and community platforms like Discord/Substack keep growing because tight, high-intent spaces convert.

Why Community Takes Time—And Pays You Back More

Here’s the kicker…building a community TAKES. TIME.

Quick hits and new eyeballs feel exciting. But if you’re forever chasing strangers, you’re rebuilding trust from zero every single time. Community is the opposite: slower to start, harder to fake, and wildly more profitable once it compounds.

Here’s why:

• Acquisition is expensive; retention is efficient. Every new follower costs time, energy, or ad spend. A community member who already trusts you buys faster, more often, and needs less convincing.

• Advocacy > advertising. People don’t just engage—they evangelize. A tight community drives referrals, testimonials, and UGC that travels further than your best blog title or headline ever will.

• Feedback loops make you better (and faster). Communities tell you what to build, what to fix, and what to post next. That saves you from guessing, and saves budget you’d otherwise burn on the wrong thing.

• Algorithm-proof(er). When distribution shifts (and it will), a community still shows up. They open emails, join Lives, reply to posts, and keep your momentum steady when reach dips.

• Compounding trust. The more you recognize members, run rituals, and close the loop on their input, the more participation you get. Participation fuels connection; connection fuels revenue. It’s a flywheel, not a lottery.

Think of it this way: Chasing followers is renting attention by the night; building a community is paying down a mortgage.

So yes—community takes time. But once it clicks, you’re not starting from scratch each launch. You’re launching with people who are already on your side, already talking about you, and already ready to buy. That’s the long game—and it scales.

How Do You Adapt Your Strategy?

The best part about shifting from Audience Retention to Community Building as a brand or business is that you’ve probably already been doing some of these as a consumer, without even realizing it.

• Pick one home base for conversation (FB Group, Discord, Substack Chat, LinkedIn Group)—somewhere built for replies, not just reach. Name the room and set expectations.

• Launch one weekly ritual (AMA Fridays, Build-in-Public Wednesdays). Rituals create habit; habit creates belonging while inspiring participation.

• Ship one UGC prompt per week (template, stitch/duet invite, “show us your setup”). Feature responses in your next post to close the loop and nurture your community.

• Do 10–15 minutes of outbound engagement daily (thoughtful comments where your audience already hangs out). Brands who are strategic about this practice see stronger engagement and learning.

• Measure what matters: replies per post, DMs started, returning commenters, UGC volume. Then tie those to site sessions and email signups over 30–90 days. Benchmarks help set realistic targets.