Community Is The New Black: Why Building A Loyal Audience Matters More Than Growing Followers!

By Kayla Zigic

What would you rather? Would you rather have 500 loyal, engaged followers who interact with your content and convert into clients or 10,000 passive followers who never engage, never comment, and never buy?

When it comes to social media, numbers have long been what everyone is chasing. We’ve grown to believe the higher the follower count, the more successful a business or influencer appears to be. But over the past few years, we’ve witnessed a shift that proves followers alone don’t pay the bills. Engagement, loyalty, and trust do. And at the heart of this shift? Community.

Followers vs. Community: No, They Are Not the Same Thing.

A big follower count is often mistaken for success, but the reality is that followers are passive, while a community is active.

One of the best examples of this distinction is the story of Instagram influencer Arii, who had 2.6 million followers but couldn’t sell 36 T-shirts when she launched her clothing line in 2019. The issue? A lack of real community. Let that sink in. There are 2.6 million followers, and only 36 items sold.

The problem was her audience was watching but not engaging, which led to the failure of her product launch. This is a harsh but valuable lesson: if people aren’t invested in you, your numbers mean nothing.

Why Community is the Future of Social Media

Social media is no longer about broadcasting to a crowd—it’s about fostering connections. The algorithm favours engagement, which comes from real relationships with your audience.

1. Trust Converts; Not Just Visibility People buy from those they trust. Community-building fosters this trust by creating a space where your audience feels seen, heard, valued, and connected to you beyond just a transactional level.

2. Word-of-Mouth Marketing is Powerful A strong community acts as your best marketing tool. When people feel part of something, they naturally share it with others. This organic form of growth is far more valuable than vanity metrics.

3. Loyalty Beats Reach We’re seeing it everywhere: brands and businesses that focus on community enjoy higher retention rates and repeat customers, making them far more profitable in the long term.

How to Build a Community That Thrives

If you’re ready to shift your focus from followers to community, here are some actionable steps:

1. Engage in Conversations, Not Just Posts Stop talking at your audience and start talking to them. Ask questions, respond to comments, and make them feel they matter (because they DO!)

2. Ask for engagement Do you want people to share their thoughts? Ask them. Do you want them to give you advice? Ask them. Using the correct call to actions to encourage engagement works far better than using the “book now link in bio” on every post.

3. Show Up Authentically People connect with people, not faceless brands. Share your wins, your struggles, and your personality. Authenticity is what turns followers into true fans. The best part? It doesn’t always have to be about work. My best performing and engaging story was asking my audience for their solutions to migraines. People want to help and give their advice, thoughts, and opinions.

4. Encourage User-Generated Content Let your community feel like they are part of something bigger. Please encourage them to share their experiences with your brand and feature them on your account. This not only builds connection but also deepens trust.

5. Give More Than You Sell Value-based content—educational, entertaining, or inspiring—keeps people engaged. If every post is a sales pitch, you’re building an audience, not a community. Repeat after me, “I will only promote 20% of the time.”

Final Thought: Now is the time to shift our perspective on social media. People don’t just want to follow a brand; they want to feel like they belong to something. The most successful businesses and influencers aren’t just selling products or services but leading a movement of community.

Your homework after reading this article. Go and check your follower count, ask yourself: Am I building an audience or a community? Because in 2025 and beyond, the community is the new black.

Kayla xx

@socialsforsalons