By actively engaging with online communities , brands can gain a competitive advantage by staying informed about industry trends , customer expectations , and emerging opportunities . This knowledge allows brands to adapt quickly , make informed business decisions , and stay ahead of their competitors . discussions .
ONLINE COMMUNITIES
Brands Can Reap Big By Effectively Engaging Online Communities
By Enock Wandera
The digital revolution being witnessed across the world has opened unique business opportunities that brands must not fail to take advantage of . Technology and business models are developed every day to help solve challenges such as climate change , food security , pandemics , and economic recession .
For brands in Africa , the significant growth of online communities over the past few years has provided an enviable platform through which they can cash in on the digital economy .
Online communities are not only thriving on innate human desire to connect with others who share similar interests , passions , and goals but also on technological advancements and innovations . Many African countries have witnessed exponential growth in digital over the last decade .
In Kenya , for example , latest statistics show there were 17.86 million internet users at the start of 2023 when internet penetration stood at 32.7 percent .
According to the Digital 2023 Global Overview Report , a total of 63.94 million cellular connections were active in Kenya in early 2023 , equivalent to 117.2 percent of the total population . The increasing access to mobile devices and improved internet connectivity has made it easier for people to participate in online communities . The myriad mobile apps have made it convenient for users to engage with communities on the go , contributing to the growth of online communities .
The popularity of social media platforms like Facebook , Twitter , Instagram , TikTok , and LinkedIn have also played a major role in fostering these communities . The Digital 2023 Global Overview Report reveals the country was home to 10.55 million social media users in January 2023 , equating to 19.3 percent of the total population . These platforms provide spaces for people with shared interests , hobbies , or affiliations to connect , share content , and engage in
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By actively engaging with online communities , brands can gain a competitive advantage by staying informed about industry trends , customer expectations , and emerging opportunities . This knowledge allows brands to adapt quickly , make informed business decisions , and stay ahead of their competitors . discussions .
With the rise of remote work and digital nomadism , brought about largely because of Covid-19 pandemic , people are no longer limited by geographical constraints . This has led to the formation of online communities where remote workers , freelancers , and digital nomads can connect , collaborate , and support each other .
A more interesting trend is that these online communities are becoming more specialized , catering to specific interests or industries . These communities allow like-minded individuals to come together , exchange knowledge , seek support , and share experiences in a focused environment .
What has made these online communities grow significantly is user-generated content . Members can contribute by sharing their thoughts , experiences , expertise , and creations , which adds value to the community as a whole . The ability to create and share content has made online communities more vibrant and engaging .
For a long time , marketing strategies like aggressive advertising campaigns improved brand awareness and helped with sales . In today ’ s world , leveraging online communities offers brands unique opportunities to effectively enhance their reputation , build a strong customer base , and create a positive brand image in the digital space . By motivating customers to join , engage and share a brand , companies can build strong communities that will help them achieve sustainable growth .
A brand community is only as strong as its members . The mark of a true brand
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