Finding your brand community or potential brand ambassadors on TikTok and Instagram can feel deceptively simple at first. Yet, it often turns into a time-intensive challenge, consuming hours of effort as you scroll through endless content.
This is the paradox of social media discovery: while platforms like TikTok and Instagram are free to use, the process of finding, engaging, and onboarding brand ambassadors can be overwhelming when paired with the daily demands of your business.
As the fastest growing online customer acquisition method, influencer marketing – including brand ambassador programs, field marketing activations, and affiliate referral programs – has surpassed even organic search. With an average of $7.65 return on each dollar spent, according to an infographic by Influencer Marketing Hub, it’s easy to see why brands dip their toes into the influencer marketing pool one quarter, only to be hanging out in the deep end the next.
Connecting people based on mutually shared interests (i.e. affinity categories) and word-of-mouth have always been effective marketing tactics. Layer in some digital know-how and the latent power of social capital and you’ve got the powerful triad of content, community, and commerce.
At the heart of this success is the power of authentic connections. By blending content, community, and commerce, brands can tap into the immense value of social capital, particularly through the rise of amateur creators who influence their networks in genuine ways.
What is a Brand Community?
A brand community consists of passionate customers, ambassadors, and creators who rally around your brand, sharing its story and values. These are people who not only use your product but actively promote it within their circles, amplifying your reach.
At its core, a brand community is built on trust, shared values, and meaningful connections. For brands looking to thrive in the digital age, cultivating this type of community is critical.
How to Build Your Brand Community on TikTok & Instagram
Many brands mistakenly think they need to search far and wide for creators, ignoring the goldmine within their own customer base.
Think about it: why are your customers loyal to you? They value your product or service and trust your brand. When people love something, they naturally talk about it—whether through word-of-mouth, social media posts, or online reviews.
What’s the last product you bought that had you over the moon with excitement? Did you share a photo or write a review?
Your best ambassadors may already exist within your current audience, authentically engaging with their communities authentically and influencing a future purchase.
Tips for Discovering Brand Community on [Insert Platform Name]
1. Start with Your Existing Customers
Your customers are your most authentic advocates. The enthusiasm they share for your product can organically attract others. For example:
- Encourage UGC (User-Generated Content): Inspire your audience to share photos, reviews, or videos of your products and tag your brand.
- Highlight Customer Stories: Showcase real customers on your social media channels, demonstrating how your product fits into their lives.
These simple actions can spark organic conversations and help identify potential ambassadors within your brand community.
2. Create an Ideal Creator Profile
Finding the right creators starts with defining who you’re looking for. An ideal creator profile should include:
- Audience Fit: Their audience should overlap with your target demographic.
- Engagement Metrics: Prioritize creators with high engagement rates (likes, comments, and shares) over sheer follower count.
- Content Quality: Look for authentic, creative, and brand-aligned posts.
By clearly defining these attributes, you can streamline your search and ensure your efforts align with your brand goals.
If your audience is on Instagram, use the very same rules to evaluate: engagement, likes, comments, views, mentions.
3. Use In-App Tools and Hashtags
Discovery on TikTok and Instagram begins with thinking like a casual user:
- Hashtags: Popular hashtags are a gateway to creators actively engaging in your niche. Explore hashtags your audience uses and find creators who consistently post under those tags.
- Explore Pages: Both TikTok and Instagram algorithms surface trending creators based on user activity. Monitor these pages for fresh talent.
- Engage First: Before reaching out, interact with a creator’s content. Like, comment, and share their posts to build rapport organically.
4. Cross-Platform Research
Creators often operate across multiple platforms. If you find a promising TikTok creator, chances are they’re also on Instagram, YouTube, or even Twitter.
- Google Search: Use their username or handle to locate additional profiles. Tools like LinkTree, commonly found in Instagram bios, often provide direct links to their other platforms.
- Cross-Promotion: Partner with creators who can share your brand message across their platforms for maximum reach.
5. Analyze and Evaluate Creators
Metrics matter when choosing the right creators to join your brand community. Key factors to evaluate include:
- Engagement Rates: High engagement (likes, comments, views) indicates an active, trusting audience.
- Content Authenticity: Look for creators who genuinely resonate with their audience, rather than overly polished or sales-driven content.
- Audience Interaction: Notice how creators respond to comments and interact with their followers. Genuine engagement builds trust.
Why Building a Brand Community Matters
In the fast-evolving creator economy, building a strong brand community is one of the most effective ways to drive organic growth. Brands that prioritize authentic relationships with customers and creators gain loyal advocates who amplify their reach exponentially.
Whether on TikTok, Instagram, or emerging platforms, your brand community is the foundation for lasting connections and sustainable growth.
Start today by identifying your existing ambassadors, creating an ideal creator profile, and tapping into the power of social media platforms to build authentic relationships. Your brand community is waiting to be discovered.
Final Thoughts
Building a brand community isn’t just about finding influencers—it’s about fostering meaningful relationships with those who believe in your brand. By leveraging your customers, tapping into creator platforms, and focusing on authenticity, you can create a thriving brand community that supports your growth for years to come.
At SocialLadder, we make it simple to discover, engage, and empower the people who matter most to your brand. Ready to see how a strong brand community can transform your marketing strategy? Book a demo today and let’s build your next big success together.
