Let’s be real—there’s a ridiculous amount of content flying at us every second. Scroll through your phone for five minutes, and you’ll see a hundred hot takes, a dozen life hacks, and at least one person telling you that waking up at 4 AM is the key to success.

So, in a world where everyone is pushing content, how do you actually build a real, engaged community? Not just a group of passive followers who occasionally like your posts, but a space where people genuinely connect, engage, and keep coming back for more?

Why Community Matters More Than Ever

We’re all craving connection. Algorithms can boost a post, but they can’t replace the feeling of being part of something meaningful. When you build a strong community, you’re not just another voice in the void—you’re creating a space where people feel seen, heard, and valued.

A strong community can:

• Turn followers into advocates – People don’t just consume your content; they share it, engage with it, and bring others in. Just look at brands like Notion or Figma—both built communities where users actively create tutorials, templates, and resources that further strengthen the platform.
• Create trust and loyalty – When people feel connected, they stick around. Seth Godin's blog is a perfect example—his community keeps returning, not because he pushes viral content but because his insights consistently resonate with his audience.

Make your content actually matter – Instead of chasing trends, you create conversations that resonate beyond the next algorithm change. Take Humans of New York—what started as a simple storytelling project became a movement because it focused on real human connection.

How to Build a Community That Lasts

1. Know Who You’re Talking To

Community starts with connection, and connection starts with knowing who’s on the other side of the screen. Who are they? What do they care about? What makes them stop scrolling and pay attention?

Instead of speaking at people, speak with them. Make your content feel like an open dialogue, not a one-way broadcast. For example, when James Clear (author of Atomic Habits) tweets, he often asks questions, making his audience part of the conversation rather than just passive readers.

2. Make Engagement a Two-Way Street

Ever see someone post great content but never respond to comments? Feels like shouting into the void, right? If you want to build a community, you have to show up. Respond, ask questions, highlight other people’s insights—make it feel like a conversation, not a lecture.

A great example of this is Gary Vaynerchuk. He doesn't just post and disappear—he actively responds, engages with followers, and makes people feel like they’re part of something bigger.

3. Lead with Value, Not Just Visibility

It’s tempting to focus on reach and numbers, but engagement beats exposure every time. People don’t stay for the content—they stay for the value it gives them.

Educate, entertain, or inspire—ideally, do all three. Ali Abdaal does this effortlessly by sharing practical productivity tips with a relaxed, relatable style.

Give people something to take away, whether it’s a new perspective, a useful tip, or a laugh on a bad day.

Make them feel like they belong in your space, like how The Morning Brew turned an email newsletter into a daily must-read for professionals who want business news without the jargon.

4. Consistency Over Virality

A viral post might bring in a wave of new eyes, but consistency is what keeps them around. Show up regularly. Be reliable. Create a rhythm that people can expect and look forward to.

Take Marques Brownlee (MKBHD) on YouTube—his channel didn’t explode overnight, but his consistency in delivering high-quality tech reviews built a loyal community over time. People don’t just watch him for the latest gadget; they trust his take on it.

5. Share the Spotlight

Communities aren’t built around just one person. Give others a voice. Feature their thoughts, celebrate their wins, invite them into the conversation. A thriving community makes everyone feel like they have a role in its success.

Look at how Patreon creators highlight their supporters, or how brands like Duolingo feature real users' language-learning journeys. People stick around when they feel seen.

6. Be Authentic, Always

People can sense when you’re trying too hard. You don’t have to be polished, perfect, or have the “right” content strategy. You just have to be real.

The more human you are, the more people will connect with you. Casey Neistat’s vlogs aren’t perfectly scripted, but they’re raw and real, which is why millions connect with his storytelling. Show the behind-the-scenes. Share the struggles, not just the wins. Create a space that feels honest, and people will stick around for the long haul.

The Future of Community Building

With AI, automation, and content overload shaping the digital space, real human connection is the differentiator. The communities that thrive will be the ones that feel personal, inclusive, and deeply engaging.

Final Thoughts

Building a community isn’t about chasing numbers or going viral—it’s about creating something that matters. At UNM, we believe in building communities through storytelling that actually works—stories that don’t just grab attention but create lasting impact. By combining strategy, creativity, and a deep understanding of human connection, we help brands create spaces where people don’t just engage but belong. Because in the end, real connection isn’t about more content—it’s about the right conversations. Let’s build them together.