Today, the word community gets thrown around in marketing as if it’s the ultimate growth strategy

But is what many brands call a community isn't actually a community at all

In his book Social First Brands – How Modern Brands Create Community, Loyalty and Growth, Tom Miner highlights a critical distinction

Gartner predicts that 70% of brand-led communities will fail, and the reason is simple: most brands mistake an audience for a community

Miner argues that what many call community is often nothing more than people consuming content

Whether it’s a podcast, a YouTube channel, or a social feed, the interaction often mirrors a movie, a play, or a concert, people show up, enjoy the content, and leave

That’s not community; that’s entertainment.

A true community is built on connection, interaction, and shared purpose

It’s not enough for members to comment on a post or like a video

Real communities are where people talk to each other, network with each other, and collaborate around something meaningful

Private Discord groups, Slack channels, or Facebook groups may serve as gathering spaces, but they don’t automatically equal community

A gathering only becomes a community when it nurtures ongoing two-way conversations, belonging, and a sense of shared identity

Conclusion

Community is more than numbers, likes, or followers, it’s about people connecting with each other around a common purpose

If your “community” disappears the moment the content stops, then it isn’t a community

Brands that understand this distinction are the ones that will build loyalty, trust, and long-term growth