where brands can get attention by giving away gifts, and users win them by simply interacting on the platform.
While this works, the incentive for the end user is to get stuff, not generally foster a healthy community (by giving back, sharing, mentoring/getting-mentors, sharing insights, etc).
My worry is that overtime the community feels hollow, where users interact just because they want free stuff, and it turns into a parasitic relationship overall.
I think brands are just struggling in general to get community to work. It's hard to make a community that is about A PRODUCT itself, so anything that gets engagement they tend to believe is successful.
I think a better way is to find the adjacent area where your brand lives. For example, GoPro makes cameras for on the go. A community that could succeed for them would be one around adventure, travel, or the like. It won't be easy, but at least it can foster genuine connection.
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While this works, the incentive for the end user is to get stuff, not generally foster a healthy community (by giving back, sharing, mentoring/getting-mentors, sharing insights, etc).
My worry is that overtime the community feels hollow, where users interact just because they want free stuff, and it turns into a parasitic relationship overall.
I think brands are just struggling in general to get community to work. It's hard to make a community that is about A PRODUCT itself, so anything that gets engagement they tend to believe is successful.
I think a better way is to find the adjacent area where your brand lives. For example, GoPro makes cameras for on the go. A community that could succeed for them would be one around adventure, travel, or the like. It won't be easy, but at least it can foster genuine connection.