Why brand-owned communities are the future of growth

Companies spend years growing audiences on LinkedIn, Facebook, Slack and other platforms. They pour money into content, engage in endless algorithm games and try to carve out space in a crowded feed controlled by someone else. Then, the rules change and access disappears overnight.

LinkedIn recently shut down company pages for two lead-gen providers, erasing their ability to instantly reach followers. Apollo’s CEO attempted to direct people to their Slack community, raising the same issue. Slack does not belong to them. If Slack changes its policies, those connections disappear as well.

This issue extends beyond Apollo. Many companies rely on platforms they do not control instead of building their own communities.

The risk of relying on third-party platforms

Brands chase visibility on LinkedIn, TikTok, X and other networks, hoping their content reaches the right people. However, they do not own that reach. They rent it. Algorithms determine what gets seen and by whom, often forcing brands to pay just to reach the audience they have already built.

A company might have 100,000 followers, yet its organic posts only reach a fraction of them unless it pays. Sure, you have to cater to where your audience wants to be, but many brands fail to realize they can influence new behavior.

Beyond visibility, access itself is never guaranteed. A policy change, an account suspension or even a complete platform shutdown can erase years of work overnight. Brands invest massive resources into these spaces without realizing they are entirely at the mercy of a system they cannot control. The illusion of ownership disappears when the platform decides it no longer serves its interests.

External rules dictate engagement. Brands can only interact as the platform allows, with no control over user data, the depth of conversation or how long people stay connected. No matter how much effort goes into content, outreach and engagement, the platform holds the power, not the brand.

Dig deeper: Why community could be the next big thing in marketing

Audience vs. community

A brand with 500,000 LinkedIn followers has an audience, but a brand with 50,000 engaged members in its own space has an asset. 

• An audience listens. A community participates.
• An audience belongs to the platform. A community willingly belongs to the brand.
• An audience is passive. A community is invested.

Too many companies rely on platforms they do not control instead of building a community through a shared, common identity. Shift your focus to something bigger than a content feed on someone else’s real estate.

I’m not telling you to stop using other platforms, either. This is more of a thought exercise to strategize how (or if) you can build a community on your terms.

Why brand-owned communities drive growth

Owning an audience changes everything. When brands control where and how engagement happens, they are not at the mercy of algorithm updates, policy shifts or disappearing accounts. No middleman decides whether a message gets seen or buried beneath a feed of competing content.

Beyond visibility, real engagement happens when people have a reason to interact with the brand and each other. A passive audience might scroll past a post, but an active community starts conversations, shares experiences and deepens loyalty. This is not just about immediate marketing impact. A strong community builds long-term advocacy and organic growth in a way no paid campaign ever could.

Brands that recognize this shift are positioning themselves for sustainable success. Customer acquisition costs continue to rise, ads are more expensive and organic reach is shrinking. Brands that invest in building their own spaces for engagement will not be left scrambling when platforms inevitably change the rules again.

Dig deeper: Why now is the time to pay attention to micro-communities

How companies are taking ownership

Some of the most successful brands today are not just selling products. They are creating spaces where their customers want to engage. 

• Gymshark has built exclusive membership spaces, turning fitness enthusiasts into a community rather than just customers. 
• YETI’s approach goes beyond selling coolers. They tell stories that make people feel part of something bigger. 
• Jeep has fostered owner forums where people connect not just with the brand but also with each other. They share off-road adventures and product tips that reinforce brand identity in a way no ad could replicate.

Their success is not tied to LinkedIn, Slack or X. Those platforms might serve as a bridge, but they are not the destination. By creating communities outside of algorithm-driven feeds, they control how engagement happens, ensuring it’s not dictated by a company that could change the rules at any moment. That’s a massive risk many brands are taking.

How to start building your community

Building a real community is not about launching a forum and hoping people show up. It requires creating something worth their time.

• Own the infrastructure. The key is control, whether it is a private membership space, an exclusive forum or a dedicated content hub.
• Make it about them, not you. People do not join communities to hear brand updates. They participate because there is value in being there.
• Use third-party platforms as a funnel. Social media should drive people to your space, not be the space.
• Create real engagement, not forced participation. A dead forum is worse than no forum. People need a reason to return.

A community is not another marketing channel. It is a strategic move to create long-term relationships authentically.

Dig deeper: How technology is enabling community marketing

Stop renting – start owning

Companies can continue chasing followers on platforms they do not control — or they can build something that belongs to them. It’s that simple. If your audience is the foundation of your brand’s growth, it should not be something a platform can take away. 

Dig deeper: Unlocking growth: The power of user communities for B2B SaaS companies