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noisy. Roughly. Abusive. dark. These are all good descriptions for many of today’s public online spaces. In fact, 4 in 10 American girlfriends report experiencing abuse or harassment online. And for those who aren’t, just witnessing negative interactions within comments can cause distress (see the mass exodus from X after moderator changes increased incidence of hate speech). please).
Despite all this, we are still spending more time online than ever before. And many of us, including myself, are looking for safe and reliable ways to connect with colleagues and trusted experts, especially as we advance our personal and professional learning.
One of the best investments I’ve made in my own online learning is a paid subscription to a dedicated online community. These are focused, curated spaces led by industry experts and creators that foster learning and connections among people with similar challenges and interests. For me, these communities are a step further than what I get from simply following influencers I respect and their social accounts with great content. They provided a vetted, safe space where I could interact with others and ask questions without fear of judgment or junk content, and without leaving my seat. These are privileges that I happily pay for.
As policymakers around the world grapple with pervasive online safety issues, many creators and companies are taking matters into their own hands, paving the way for safer, smaller, and more private online learning experiences.
This is why I believe private communities are the most viable path forward.
Related: 5 Tips for Building an Online Community for Your Business
Private is the new public
Have you ever taken a social media detox? It’s probably because you’ve experienced the downsides of being online. Beyond the frightening grip of algorithms that make us addicted to doomscrolling, the fact is that many of the social spaces we’ve come to rely on for learning and community are sources of anxiety: the need to take a break. It means that it has become a place. For our mental health.
The same goes for creators, who often have a hard time managing their channels, and negative emotions can quickly swirl and make the experience unpleasant for everyone. Moderating content and adhering to community guidelines can quickly become a full-time job. It’s just not an option, it’s not fun, and it’s not a good use of your time.
According to my company’s research, 69% of people surveyed believe there is more negative content on social media than there was five years ago, and more than half of all respondents said they are struggling with social media fatigue. They say they prefer private communities as a way to take a breather. While increasing your follower count is always paramount to thriving online, fostering positive and authentic engagement is also important for long-term business success. And this is happening more and more in private communities.
Exclusive community increases business value
Whether run by creators or larger brands, private communities offer the opportunity to connect deeply with followers on a more vulnerable and authentic level than public spaces. This includes Amanda Wolf, the self-taught financial educator behind SheWolfofWallStreet, which has built a community of over 275,000 people dedicated to improving financial literacy, and her private community, SheWolfofWallStreet. It’s been the key to the success of creators like Kristen Busquette, a creator coach who credits her work with . , for the success of both her company and her students’ businesses.
For entrepreneurs, the element of exclusivity has allowed them to go deeper into public conversations and help people on a more personal level. It also adds value to your sales funnel and gives students a reason to stay involved after they purchase their first course. It’s a strategy that’s worked for bigger brands, too, like UTZ Inside, Dr. Becky’s community for parents, and Exit Five, a popular private girlfriend space for B2B marketers.
At my company, private communities serve as both a customer success forum and a marketing tool, allowing us to learn about smaller user segments and their needs by soliciting feedback on new products and features. We’ve experimented with polls and polls in the past, but we’ve always felt limited by social algorithms. You can reach more members privately and spark conversations that benefit everyone, especially when background noise is blocked out.
Related: Important Elements Every Online Community Should Have
So how do you start your own private online community?
Creating engaging and authentic online communities is not a new concept. But as public spaces continue to deteriorate, it’s more important than ever to find new ways to build bridges with customers. Here’s how creators and brands can harness the power of exclusive community spaces.
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First, build a following on your public channels. You can’t carve out a segment of your audience until you have a general following. But once you’ve done that, you can invite anyone interested to move into your private space. Note: This doesn’t have to be a huge number, but ideally enough to create a buzz of activity and discussion at the start.
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Determine your value proposition. Members of private communities naturally expect more value than public followers, especially if they are paying to participate. So you have to decide how to make their effort worth it and how much of yourself and your time you can give. Remember that public channels still need content and attention.
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Choose the platform that fits your needs. Many business owners want a community they can brand as their own and manage to their own standards. It could mean a private offshoot of a public space, or it could require a platform that can be tied to a course or website. No matter how privately you create your community, consider how you can optimize the functionality of your platform and the authenticity of your brand.
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Commit the necessary resources. Going private requires additional time and resources. The best way to prioritize this is to make it part of your business plan. Treat private communities like any other marketing channel or customer success initiative.
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Consider monetizing it. Charging membership fees is an easy way to monetize a private community, but it’s not the only way. You can offer limited access to group sponsors and charge a fee for linked ads. There are many ways to monetize, and many good reasons to do so, as long as you make sure the value you provide matches the price you charge.
Private communities not only offer shelter from much of the bad information on the Internet, but they also provide the kind of business relationships we all desire: respectful, productive, helpful, and above all, mutually beneficial relationships. It’s also a great way to generate. The future is here where this is the norm across the board.
Related: 3 lessons subscription-based businesses can teach you about building connections and cultivating community
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