Audience vs. Community: Understanding the Differences and Why They Matter
In today’s digital age, it’s becoming increasingly important for businesses and organizations to understand the difference between an audience and a community. While these two terms may seem interchangeable, they actually represent two very different concepts that can greatly impact the success of a brand. Let’s explore the differences between an audience and a community below.
Audience
An audience refers to a group of people who are passively consuming content or information. Think of it as a one-way communication channel, where the content creator or brand is speaking to a group of individuals who may or may not engage with the content. This could be a blog post, a social media post, a video, or any other type of content that is meant to be consumed.
For example, a fashion brand may have an audience of people who follow them on Instagram to see their latest clothing releases. These individuals are not necessarily engaging with the brand, but rather are just consuming the content that the brand is putting out there.
Another example of an audience could be a blogger who writes about their travels. The blogger’s readers are the audience, and they are consuming the content without necessarily engaging with the blogger or with each other.
Community
On the other hand, a community refers to a group of people who are actively engaging with each other and with a shared interest or goal. In other words, it’s a two-way communication channel where individuals are not just consuming content, but also contributing to it and interacting with others in the community.
For example, a fitness app could create a community of users who are all trying to reach their fitness goals. This community would be actively engaging with each other, sharing tips and tricks, and encouraging each other to keep going. The brand behind the app is facilitating this communication and providing a platform for the community to connect, but the individuals within the community are the ones driving the conversation and engagement.
Another example of a community could be a Facebook group for dog owners. The members of the group share photos and stories of their dogs, ask for advice on training or behavior issues, and support each other through the ups and downs of dog ownership. The group is a community because the members are actively engaging with each other and building relationships based on a shared interest.
Let’s take a look at some comparisons to further illustrate the differences between audience and community:
Blog Post vs. Online Forum
When you write a blog post, your readers are your audience. They consume the content you have created, and they may leave comments or share it on social media. However, they are not necessarily engaging with each other or building relationships with one another.
In contrast, an online forum is a community. Members of the forum actively engage with each other, share information, and build relationships. While the forum may have a specific topic or interest, the community that forms around it goes beyond the content being discussed.
Music Concert vs. Music Fan Club
When you attend a music concert, you are part of an audience. You and the other attendees are there to enjoy the music and have a shared interest in the artist. However, you may not interact with other concert-goers outside of the event.
Conversely, a music fan club is an example of a community. Members of the fan club actively engage with each other, share information about the artist, and may even attend concerts or events together. The community is built on the shared identity and passion for the music and the artist. Members may form deep relationships with each other beyond just the content being consumed.
Social Media Page vs. Facebook Group
A social media page is typically used to reach an audience. People who follow the page are there to consume the content being shared, but they are not necessarily engaging with each other or building relationships.
In contrast, a Facebook group is a community. Members of the group actively engage with each other, share information, and offer support. The group may have a specific topic or interest, but the community that forms around it goes beyond just the content being discussed. Members may attend events or meetups, share personal stories, and form strong friendships with each other.
Why Does it Matter?
Understanding the difference between an audience and a community is important for brands and organizations because it can greatly impact the way they approach their marketing and engagement strategies.
For example, a brand with an audience may focus on creating high-quality content that will capture the attention of individuals who may not be actively engaging with the brand. They may use tactics like influencer partnerships or targeted advertising to reach a wider audience and increase brand awareness.
On the other hand, a brand with a community may focus on fostering engagement and building relationships with its existing customers or users. They may create interactive features within their products or services to encourage communication and collaboration among users. They may also prioritize customer service and feedback to ensure that their community not just feels but is truly heard and valued.
Ultimately, both audiences and communities are important for brands to consider. An audience can help to increase brand awareness and reach new customers, while a community can provide a loyal customer base and valuable insights into the needs and preferences of its target audience.
Building a Community
If you’re interested in building a community around your brand or organization, there are several key strategies you can use to foster engagement and build relationships with your customers or users.
First and foremost, it’s important to have a clear understanding of your target audience and the shared interest or goal that will bring them together. This could be a passion for fitness, a love of cooking, or a desire to make a positive impact on the environment.
Once you have identified your target audience and shared interest, you can begin to create opportunities for engagement and communication. This could include creating interactive features within your product or service, such as a forum or chat function, or hosting events or meetups where members of your community can connect in person.
It’s also important to prioritize customer service and feedback to ensure that your community feels heard and valued. This could mean responding to customer inquiries and concerns in a timely and helpful manner, as well as soliciting feedback and suggestions from your community on how to improve your product or service.
Finally, it’s important to be authentic and transparent in your communication with your community. This means being honest about your brand values and goals, and being open to feedback and criticism. Building trust and credibility with your community is essential for fostering long-term engagement and loyalty.
Here are some great real-life examples of community:
Reddit is a massive online platform with thousands of subreddits, each focused on a particular topic or interest. Within each subreddit, members can post links, ask questions, and engage in discussions with other members. These subreddits often foster a sense of community among members who share a common interest, whether that’s a particular TV show, hobby, or political viewpoint.
Peloton
Peloton is a fitness company that produces high-end exercise equipment and offers live and on-demand classes. While Peloton has an audience of customers who purchase their products and use their services, they also have a strong community of members who connect with each other through the Peloton app and social media. Members can join group rides or classes, compete with each other for top rankings, and engage in conversations and challenges with other members.
Meetup
Meetup is an online platform that connects people with common interests who want to meet in person. Members can create or join groups based on hobbies, professions, or causes and organize and attend events together. Meetup groups often foster a sense of community and belonging among members who share a passion for a particular activity or cause.
Twitch
Twitch is a live streaming platform primarily used for video game streaming but has since expanded to other content like music, talk shows, and creative content. Twitch streamers often have communities that form around their channels, with viewers engaging in chat, donations, and other forms of interaction. Viewers who frequent a particular streamer’s channel often connect with each other over shared interests, forming a community that extends beyond the content itself.
If you’re still with me at this point, I’m sure it is clear to you that understanding the difference between an audience and a community is essential for brands and organizations looking to build a strong online presence. While an audience refers to individuals who are passively consuming content, a community refers to a group of individuals who are actively engaging with each other around a shared interest or goal.
By building a community around your brand or organization, you can foster engagement and build relationships with your customers or users, ultimately leading to greater customer loyalty and valuable insights into the needs and preferences of your target audience.
I’d love to hear what thoughts you have on the differences between audience and community. Share your thoughts, whether you agree or have a different perspective.
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About Adiel Cloud Nuesmeyer
Hi, I’m Adiel (she/her)! I’m a Sr. Director of Community Development, leading a team of 13 to connect with our customers — as well as form connections between them. My professional superpower is being able to glean insights and features from engaging 1:1 with customers — because I truly care about them and the community.
When I’m not leading the charge (and teaching others how to lead their *own* charge), I can be found driving my kids to umpteen gymnastics practices, tending to a literal indoor jungle of household plants while watching the Utah Jazz — and pretending I don’t see my husband talking about buying a 5th grill. Yes, a *5th* grill, lol. I’d love to connect with other passionate professionals and mission-driven organizations on LinkedIn!
