The social media landscape is undergoing a significant transformation. Users are increasingly gravitating toward private online communities that offer more meaningful and authentic interactions. Platforms like Discord, Facebook Groups, and Instagram's Broadcast Channels are at the forefront of this shift, providing spaces where users can engage without the noise of public feeds.
This move toward private spaces is a strategic opportunity for brands to foster deeper connections and drive engagement.
Both user behavior and platform innovation are driving the shift toward private digital spaces. Over half of users now prefer engaging in private or semi-private settings—like group chats, forums, or invite-only communities—over traditional public feeds, according to Sendible’s 2024 Social Media Trends Report. This reflects growing fatigue with algorithm-heavy content and a desire for more authentic, meaningful interactions.
Platforms are adapting quickly. Discord, once gamer-centric, now supports over 200 million monthly users across creators, educators, and brands, thanks to its customizable server model and high engagement (Helplama). Facebook, despite broader user declines, continues to see strong activity in Groups, with Meta’s Q4 2024 earnings citing steady or rising participation (Meta).
Instagram has also embraced this trend, launching Broadcast Channels, Close Friends for Feed, and enhanced DMs to promote more intimate, direct communication (Sendible).
These updates show a clear pivot away from mass visibility toward smaller, trust-based communities, giving brands new opportunities to connect in more personal, context-driven ways.
Private communities offer brands a unique opportunity to:
When most people think of online communities, they picture support forums or casual fan groups. However, the most innovative brands are tapping into these spaces creatively and unexpectedly beyond standard customer engagement. Here are five powerful (and nontraditional) strategies for using private communities to grow and energize your brand:
Online communities provide a direct pipeline to your most loyal and invested customers, making them the perfect environment for collaborative product development. Brands increasingly create private “labs” on platforms like Discord or Facebook Groups where select customers can help brainstorm new products, vote on upcoming releases, and provide real-time feedback on early prototypes. Not only does this lead to better products that reflect actual user needs, but it also builds deep loyalty. When people feel like they’ve helped shape something, they’re far more likely to buy and advocate for it.
IN THE REAL WORLD: LEGO
LEGO has established the LEGO Ideas platform, inviting fans to submit and vote on new product concepts. LEGO reviews projects garnering over 10,000 votes for potential production. This approach fosters community engagement and streamlines product development by tapping directly into customer creativity.
Content creation doesn’t have to be a one-way street. Innovative brands are inviting community members to be part of the storytelling process. Through private groups or Instagram’s Broadcast Channels, brands can invite users to contribute ideas, submit user-generated content, or even help script upcoming campaigns. For example, a beauty brand might post poll options for a new campaign tagline or ask members to test and review an upcoming product. This not only makes content more relatable and authentic, but it turns passive followers into active creators.
IN THE REAL WORLD: SEPHORA
Sephora's Beauty Insider Community is a space where members can share beauty tips and product reviews and participate in discussions. This user-generated content enriches the community experience and provides Sephora with authentic content for marketing and product development insights.
Think of your private community as a pop-up event space or classroom. Rather than relying solely on public webinars or social media Lives, brands use their private groups to host exclusive, small-scale events. These might include live Q&As with founders, behind-the-scenes factory tours, product demos, or educational workshops tailored to the group’s interests. Because these sessions are invite-only, they create a sense of exclusivity and intimacy that drives attendance and interaction. A bonus? These events often foster a two-way dialogue, allowing you to learn as much from your community as they do from you.
IN THE REAL WORLD: GENERAL ELECTRIC
General Electric launched FirstBuild, a co-creation community that hosts micro-events and workshops to develop innovative home appliances. By engaging directly with users in these sessions, GE accelerates product development and fosters a sense of ownership among participants.
Private communities are the perfect environment to recognize and reward your most engaged followers. Many brands use them to offer faster customer support, early access to product drops, or surprise loyalty perks. For example, an e-commerce brand might set up a private Facebook Group where top customers can access a concierge-like support experience, or a pizza truck might share its weekend menu early with a Discord-only community. Gamifying this experience—offering perks based on engagement or referrals—can turn community participation into a badge of honor.
IN THE REAL WORLD: CHARLIE HUSTLE
Charlie Hustle, a vintage-inspired apparel brand, offers its Bleacher Club members tiered rewards, including exclusive event invitations and early product access. This VIP program enhances customer loyalty and encourages repeat engagement.
Launching a membership model doesn’t have to start with a custom app or complicated subscription infrastructure. Instead, many brands pilot premium content, early access, or paid perks directly through private communities. Platforms like Circle, Geneva, or even gated Facebook Groups allow you to offer exclusive value, like digital downloads, private coaching, or insider sales, to members who subscribe. This approach lowers the barrier to entry, helps you validate demand, and creates a test environment before scaling the offering to a broader audience.
IN THE REAL WORLD: TRY YOUR BEST (TYB)
Try Your Best (TYB) is a Web3 platform enabling brands to build paid membership communities without developing standalone apps. Brands like Outdoor Voices and Glossier use TYB to offer members exclusive access to product feedback opportunities and rewards, fostering deeper brand-consumer relationships.
| Platform | Best For | Key Features |
| Discord | Tech-savvy audiences, gaming communities | Voice/video chat, customizable servers, integrations |
| Facebook Groups | Broad audiences, community building | Event planning, group insights, moderation tools |
| Instagram Channels | Visual content, influencer engagement | Broadcast messages, polls, direct engagement |
| Slack | Professional communities, B2B engagement | Real-time messaging, app integrations, file sharing |
The evolution of social media toward private communities reflects a broader desire for meaningful, authentic connections. Brands that recognize and adapt to this shift can cultivate loyal communities, gain valuable insights, and drive sustained engagement.
Are you ready to start building a community around your brand? Reach out to the RANDOM team today.
