As social media’s social side falters, 2025 is the year of community-driven brands

This is not a passing trend; it’s a seismic shift in how brands communicate, connect, and thrive. The bad news? If you’re still relying solely on social platforms to build meaningful engagement, it might be time to reconsider – because they’re not exactly delivering on their “social” promise anymore.

Social media’s social crisis

Once, social networks promised a brave new world of meaningful human connection. Today, they’re better known as breeding grounds of outrage, ‘brain rot’, and algorithmic rabbit holes designed to keep you digging deeper. Far from the vaunted ‘digital town squares’ we were once promised, platforms like X now appear more concerned with political influence, while platforms like Instagram and TikTok appear more concerned with maximizing ad revenue.

And let’s not even get started on the latest hopefuls like Bluesky. Sure, it’s refreshing to see a platform promoting itself as an alternative to toxicity, but let’s be honest – until it prove it can keep the trolls and click-baiters at bay, the jury’s still out.

The problem is simple: outrage sells. Algorithms prioritize the loudest, angriest voices because they drive engagement. Unfortunately, that engagement often comes at the expense of authenticity. People are increasingly disillusioned with platforms that feel more like echo chambers than places for genuine conversation.

The human need for connection

Of course, people aren’t giving up on connection in the digital world altogether. Quite the opposite; they’re actively seeking smaller, more intentional spaces where they can share values, interests, and experiences without being drowned out by the noise.

This explains the rise of micro-communities – those tight-knit forums on platforms like Reddit and Discord where members bond over anything from favorite TV shows to the love of sourdough (yes, that’s still a thing). These spaces are great for niche interests, but they often lack the scale to fully replace the role larger social networks once played.

This leaves an interesting gap in the market, one that brands are increasingly well-positioned to fill.

Big Sister: What community-driven success looks like

If you want a masterclass in how to build a purpose-driven community, look no further than Women in Sport’s Big Sister initiative. Designed to empower teenage girls, this program was designed directly by girls of target audience age, for sharing peer-to-peer advice to encourage participation in sports.

At its core, Big Sister is about more than physical activity. It’s about creating a supportive network where young girls feel seen, inspired, and valued. By focusing on shared values of empowerment, health, and connection, it fosters a sense of belonging that transcends the initiative itself.

The results? Increased participation, glowing feedback, and a community that keeps growing stronger. It’s a prime example of how aligning with audience values and offering real support can drive long-term engagement and loyalty.

So, how can brands make 2025 their year of community-driven success? Here are four key strategies:

1. Focus on shared values

A strong community starts with a clear purpose. Patagonia, for instance, has built a movement around environmental activism, turning customers into advocates for sustainability. It’s not just about selling outdoor gear; it’s about rallying people to protect the planet.

2. Create value beyond products

To build lasting relationships, brands need to offer more than just their wares. Nike’s Training Clubs are a great example, providing resources, events, and shared fitness goals that help members feel part of something bigger. It’s fitness with a side of belonging.

3. Empower participation

The best communities make members feel like active contributors. Sephora’s Beauty Insider program thrives because it encourages users to share advice and feedback, turning customers into co-creators of the brand experience.

4. Consistently engage and evolve

Communities aren’t set-and-forget. They need regular nurturing and must evolve to stay relevant. Brands that actively listen to their audiences and adapt will keep their communities thriving for the long haul.

The road ahead

2025 can be the year brands reclaim what social networks have lost: the ability to foster authentic, meaningful connections.

Initiatives like Big Sister and brands like Patagonia and Nike prove that community-driven strategies can deliver far more than clicks or likes. They build loyalty, advocacy, and long-term relevance.

In a world where social platforms are struggling to keep up, the real winners will be the brands that don’t just talk about community but actually build one. Whether it’s empowering customers to act, creating shared experiences, or simply providing a space where people feel they belong, the opportunities are immense.

So, here’s to a future where brands don’t just sell; they connect, inspire, and lead. The lesson for 2025? Community isn’t just an add-on – it’s the main event.