Community-Led Growth: The Future of Marketing Beyond Paid Ads
Unlocking the Power of Community-Led Growth: The Future of Marketing Beyond Ads
In a world dominated by ads, what if the most powerful marketing strategy wasn't paid media at all?
The fall of the era of social media platforms.
Social media platforms are not what they used to be.
Engagement is at an all-time low across many of the main platforms. Rules change without notifying the users. More AI content is being promoted instead of original content. An algorithm forces the amount, quantity, type, and more criteria. More platforms are experiencing a bot infestation problem. Just with Reddit alone, it was discovered that many of the “users” Reddit people talk to were, in fact, bots.
Creators are enslaved, limited, and people are more disconnected than ever.
How do we know if the content is not stolen?
How do we know a real person posts a real piece of content?
How do we know if the content we consume on social media is even real?
All major platforms’ engagement rates are getting lower and lower over time.
Facebook dropped 36%, Instagram 16%, and TikTok 34%. Twitter, formerly known as “X,” has now dropped to 48%. Video has become increasingly prevalent on each platform, and posting frequency on many platforms has greatly diminished. While these digital realms are rapidly dying, many old places on the internet are making a comeback.
2025 is the Renaissance of Social networks and newsletters.
The forgotten land of social networks.
Early social networks, such as SixDegrees.com (1997), Friendster (2002), MySpace (2003), and Facebook (2004), were designed for real-world connections—friends, classmates, and colleagues.
These platforms emphasized profile building, messaging, and mutual interests. User-generated content was the norm. People used to share:
Music.
Status updates.
Blog-style posts.
It was an era not focused on creating performance metrics, but on authentic expression and interaction with like-minded individuals. Communities formed naturally around schools, music scenes, or hobbies.
Facebook grew through real-life college communities before opening up globally.
MySpace became a hub for underground musicians and fans to discover each other.
Reddit (2005) thrived on niche communities (subreddits) discussing shared interests.
Around 2012–2016, social networks began transforming into the social media platforms we know today, with a great focus on monetization and AI algorithms.
The rise of news feeds, engagement algorithms, and influencer culture turned the focus from connection to content performance. Suddenly, social networks were relegated in favor of this consumer model. In favor of “Social” Media. Strangely enough, many early influencers and creators copied the mindset of email marketing. They quickly adopt the mentality of getting as many followers as possible, leading to the problems we have today.
Facebook’s IPO in 2012 marked a pivotal shift: monetization through targeted advertising became a priority.
In later years, new models (Ad Revenue Models) were created.
Platforms realized that user attention was the product. So they began creating mechanisms and tools to retain users’ attention as much as possible; the more the users waste time on their platform, the more they could collect data. Algorithmic Feeds were created. Platforms started prioritizing engaging (often polarizing) content, reducing organic reach. In consequence, the Influencer Economy was created. Social media became a stage for individuals and brands to broadcast, not interact.
Privacy Concerns were disregarded when data became a commodity, further distancing platforms from their original communal purposes. Engagement over relationships was prioritized because they discovered people are more likely to scroll, like, and move on than make an effort to have real conversations. The old internet was replaced with a Creators over communities mentality.
The platforms reward viral posts and audience capture, not deep connection.
Is the future of digital connection about rebuilding those intimate, trust-based spaces?
Can we return to human-centered networks where relationships matter more than reach?
Are platforms like Discord, Circle, Geneva, and Mastodon the rebirth of authentic networking?
The truth is that social networks never truly died, but were relegated until now.
Consequently, the immense chaos created by AI, broken social media systems, overflow of AI-generated content, and the need to connect has led to the rise of private communities, email newsletters, and patron-based models (like Substack or Patreon) show people want deeper engagement.
Maybe we can’t "go back" to the networks of old—but we can build something better and more intentional.
What is Community-Led Growth?
Community-led growth (CLG) is a go-to-market strategy.
Where the community of users, fans, and advocates actively drives product awareness, adoption, and expansion. Instead of relying heavily on paid advertising or traditional top-down marketing, CLG focuses on nurturing authentic connections, building trust, and empowering members to share, educate, and support one another around a brand or product.
It’s about connecting with your ideal customers, educating them, and promoting products and services specially crafted to serve your audience's needs.
Community-led growth represents a shift from transactional marketing methods, like paid ads or one-off influencer promotions, toward more organic methods.
Long-term relationships are built on shared values and experiences. While ads and influencers can attract a lot of attention, they often lack the sustained trust and social dynamics that communities provide. CLG thrives not on platforms with AI algorithms controlling users’ feeds but on user-generated content, peer support, word-of-mouth referrals, and passionate brand advocates who help others because they genuinely care, not because they're paid to.
This creates a self-sustaining growth loop driven by engagement, not just exposure.
Notion: Notion built its growth almost entirely through community-led efforts. Instead of spending heavily on ads, they empowered users to create templates, tutorials, and guides. The global ambassador program and a strong presence on Reddit, YouTube, and Twitter helped fuel user-driven content and adoption.
Figma: Figma fostered a thriving design community with open files, collaborative learning, and community-led events like "Config." Designers weren’t just users—they were evangelists.
Glossier: A beauty brand that grew by listening to and co-creating with its community. Many of Glossier's early product ideas came directly from user feedback, and their marketing often features real customers instead of traditional models.
Duolingo: Beyond the owl and memes, Duolingo’s massive community of language learners contributes to forums, language clubs, and even helps build new courses. Their community isn’t just passive; it’s part of the product’s value.
Boost conversion with newsletters.
In the age of AI, Newsletters are quickly becoming the most effective way to maintain direct contact with our audience.
Creators without direct access to their audience will be the most affected. Unlike traditional social media platforms, email gives you a dedicated space to communicate consistently without competing with algorithms. A well-crafted newsletter can keep your community informed, heard, and valued. It builds authority, invites conversation, and creates a sense of belonging by delivering curated content, updates, and insights straight to their inbox regularly.
This continuous touchpoint helps nurture relationships and turn passive subscribers into loyal community members.
To build a good newsletter, you should:
Start with a clear mission: Define your niche and the type of content for your newsletter. Be specific, clear, and objective with what you write about.
Focus on value first, sales second: Prioritize high-value and helpful content like tips, insights, and stories before pitching your products or services.
Tell authentic stories: Share your unique journey, life experiences, or even secret stories. People connect through stories, not just features.
Keep it conversational: Write as if you were talking to a friend. Use a casual, approachable tone that makes readers feel like they’re seen.
Don’t just post: Ask questions, include polls, share replies from other subscribers, create live events, challenge, and create space for dialogue to connect with your audience.
Offer exclusive content or perks: Give your community reasons to stay subscribed, like early access, free downloads, or insider insights.
Consistency != spammy: Create a solid system with a reliable schedule (weekly, biweekly, monthly), so people know when to expect value.
🚨 Join My Free Live Masterclass: “How to Launch & Grow a Substack That Converts”
Want to turn your ideas into a powerful newsletter that actually builds community and drives growth?
🧠 In this free session, you’ll learn:
The 3-part framework to write high-converting newsletters
How to stay consistent without burning out
Easy ways to turn readers into loyal advocates (without feeling salesy)
🗓️ Seats are limited — save your spot now!
Successful newsletter strategies:
Morning Brew: Known for making business news fun and relatable. Morning Brew uses a mix of witty, informal voice and storytelling to hook readers. They segment their content, include reader shout-outs, and grow primarily through word-of-mouth and referral incentives.
The Hustle (acquired by HubSpot): Combines the power of storytelling with news and insight for entrepreneurs and tech lovers. Their success came from treating every newsletter like a mini-story, blending entertainment with business.
Milk Road: A crypto newsletter that grew in popularity by using humor, personality, and simplified storytelling to make complex topics digestible and easy to understand. They often referenced pop culture and inside jokes to build community vibes.
James Clear’s 3-2-1 Newsletter: Every Thursday, author James Clear shares 3 short ideas from him, 2 quotes from others, and 1 question to ponder. It’s simple, high-value, and ultra-consistent, leading to massive growth through shares.
🎉 Build a Thriving Community Around Your Newsletter! 🎉
Ready to grow your audience and turn subscribers into a loyal, engaged community? For a limited time, get 20% off your first month of our Community-Led Growth Consultations, where you’ll learn proven strategies to:
Turn readers into advocates.
Launch or optimize your newsletter.
Monetize through community-driven products.
Use tools that create authentic, lasting connections.
🚀 Bonus: Sign up today and get a free 30-minute 1:1 strategy call to map out your audience growth blueprint.
⏳ Early Bird Special (50% Discount): Get the Newsletter Growth Masterclass at a discounted price before the official launch.
Why Community-Led Growth is the Future of Marketing.
Trust & Authenticity
Communities are built on shared values, real conversations, and genuine interactions.
Unlike paid ads or influencer shoutouts, community members generate organic, word-of-mouth buzz that feels real. When people hear about a brand from someone they trust in their circle or niche, it holds far more weight than any polished campaign. We are more willing to invest in something if someone we know can guide us. In these chaotic times, more people are feeling very skeptical of companies. Customer trust is very low right now.
To fix it, we must understand that people are no longer willing to follow companies but people instead.
Focus on…
Sustainable Relationships
Community-led growth shifts the focus from one-time transactions to long-term relationships.
Rather than chasing constant new customer acquisition, you nurture loyal supporters who stick around, engage regularly, and often become evangelists for your brand. It’s about building a tribe, not just a funnel. Most business owners will tell you that searching for new customers is more complicated than working with existing customers.
If you create a community of loyal fans that help you promote your product/service, your business will be able to grow faster and basically on autopilot.
Cost-Effective Growth
Once a community is active and thriving, your members do a lot of the marketing for you, for free.
Advocates and superfans share content, recommend your product, and answer questions, reducing your dependency on paid ads and lowering your customer acquisition costs dramatically. However, take into account the amount of time and resources that maintaining a community costs. The more it grows, the more benefits it brings, but it also increases the amount of resources it needs to keep functioning.
That’s why I highly recommend starting a community later to focus entirely on your business (newsletter) at the beginning.
Brands that invest in community consistently outperform those relying purely on paid media.
How to Build and Nurture Your Community.
1. Create Value First
The foundation of any strong community is values.
Start by sharing useful insights, solving real problems, and creating resources your audience needs. Whether it’s tutorials, insights, or templates—make your space the one people return to when they need clarity or support.
Remember: be helpful, not another guru trying to be sellsy.
2. Encourage Engagement
Community isn’t built on broadcasting. It’s built on conversation and interactions.
Ask questions that spark discussion.
Run challenges that align with your niche (e.g., “30-day creation challenge”).
Invite feedback on your content or products to make members feel seen and heard.
When people feel involved, they stick around.
3. Reward Loyalty
Recognize and reward your active members.
Use tools like badges, tiers, or digital gifts to say thank you.
Offer early access, behind-the-scenes content, or shoutouts.
Build referral perks or community roles (e.g., moderators, ambassadors).
Even small gestures create big loyalty.
💬 Consistency & Authenticity Are Everything
Don’t show up only when you’re selling something.
Show up consistently—whether it’s through weekly posts, a newsletter, or casual check-ins. Be authentic in tone and transparent about your goals. People are drawn to realness, not polish. In the age of AI, people are looking for slow, minimal, but high-quality content with new and fresh perspectives. Short form is great and all, but it isn’t enough to build a relationship between the audience and the creator.
Just like Rome, a strong community isn’t built overnight—but with consistent value, real conversations, and a human touch, you’re not just growing an audience—you’re cultivating belonging.
Best platforms for communities.
Discord
Overview: Originally popular among gamers, Discord has evolved into a versatile platform for various communities. It offers real-time voice, video, and text communication, along with customizable channels and roles.
Best For: Communities that thrive on real-time interaction, such as gaming groups, study sessions, or hobbyist clubs.
Key Features: Voice channels, screen sharing, bots for automation, and integration with other apps.
Reddit
Overview: A vast network of communities (subreddits) centered around specific topics. Reddit is ideal for in-depth discussions and content sharing.
Best For: Communities focused on niche interests, Q&A sessions, or content curation.
Key Features: Upvote/downvote system, threaded conversations, and anonymity options.
Facebook Groups
Overview: Leveraging Facebook's massive user base, Groups allow for community building within a familiar social media environment.
Best For: Communities targeting a broad demographic, local groups, or those already active on Facebook.
Key Features: Event creation, polls, live videos, and group announcements.
Slack
Overview: Primarily designed for workplace communication, Slack is also used by professional communities for collaboration and networking.
Best For: Professional or industry-specific communities, such as tech groups or business networks.
Key Features: Threaded conversations, app integrations, and file sharing.
Circle
Overview: A modern community platform that combines discussions, memberships, and content hosting in one place.
Best For: Creators, educators, or coaches looking to build a branded community experience.
Key Features: Customizable spaces, member profiles, and integration with tools like Zapier.
Mighty Networks
Overview: An all-in-one platform for building communities, offering courses, events, and memberships.
Best For: Entrepreneurs or organizations aiming to monetize their community through courses or subscriptions.
Key Features: Course creation, event hosting, and community analytics.
Skool
Overview: Combines community discussions with course hosting, focusing on simplicity and engagement.
Best For: Educators or coaches who want to integrate learning with community interaction.
Key Features: Gamified learning, leaderboards, and integrated calendars.
Swarm
Overview: A platform emphasizing face-to-face interactions through short video exchanges, fostering deeper connections.
Best For: Communities that value personal interaction, such as support groups or mastermind circles.
Key Features: Video messaging, personalized feeds, and community challenges
🧭 Recommendations: When to Use Each Platform
Use Discord if your community benefits from real-time communication and a dynamic environment. Ideal for gaming, tech, or creative groups.
Choose Reddit for communities centered around specific topics or interests, especially when anonymity and open discussions are valued.
Opt for Facebook Groups if your target audience is already active on Facebook and you want to leverage existing social connections.
Select Slack for professional or industry-specific communities that require structured communication and collaboration tools.
Go with Circle if you're building a branded community experience, especially for content creators or educators.
Consider Mighty Networks when aiming to monetize your community through courses, events, or memberships.
Pick Skool if you're focused on delivering educational content combined with community engagement.
Try Swarm for communities that prioritize personal connections and face-to-face interactions through video.
Tools to Enhance Your Community-Led Growth.
Growing a thriving community takes more than good intentions—it takes the right tools.
✍️ Content Creation & Sharing
Substack: Perfect for delivering valuable content via newsletters and turning your readers into subscribers and advocates.
Medium: A blogging platform ideal for publishing in-depth thought leadership or how-to content.
YouTube: Excellent for creating visual content that educates, entertains, and builds a loyal following.
➡️ Why they matter: Regular, quality content keeps your audience engaged, positions you as an authority, and encourages sharing—organically expanding your reach.
💬 Engagement & Automation Tools
Typeform: Use for interactive polls, surveys, and feedback to spark engagement and understand your community’s needs.
Zapier: Automate routine tasks—like onboarding new members or sharing content across platforms—so you can focus on deeper engagement.
➡️ Why they matter: These tools increase interaction and reduce manual effort, helping you scale community-building without sacrificing authenticity.
🌱 The Future is Community-Led
Community-led growth isn’t just a trend—it’s the future of marketing. In a world overwhelmed by ads and algorithms, authenticity, trust, and human connection are the most valuable currencies.
By prioritizing communities, brands can:
Build lasting relationships instead of one-time transactions.
See better ROI over time through loyalty, referrals, and shared purpose.
Create organic buzz through word-of-mouth rather than paid placements.
💡 Shift From Ads to Impact
Instead of constantly chasing clicks through expensive ad campaigns, focus on creating value and meaningful conversations within a dedicated community. When people feel seen, heard, and involved, they don’t just buy—they become advocates.
🚀 Your Next Step
Start building your community today, and see the long-term benefits that go beyond just another ad campaign. The sooner you invest in people, the sooner your brand becomes unforgettable.
P.S. Next week, we’re going to dismantle one of the greatest lies of our time:
📧 Email Is Not Dead: How to Build a Newsletter That Actually Converts.
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Love this article and its focus. With the integration of social media in our lives over the past decade and change I think we’ve become a lot less social and much more robotic as humans.
We need to come together to reclaim our community and humanity!