Controlled online communities are the most underestimated tool for growth and product development in the startup world. When you’re a Fortune 500 company you have enough resources to develop many products, serve many marketing channels and tackle many markets but in a startup, you have to choose carefully how to use them. It makes sense to strive for scalable and compounding channels to grow a startup; those that pay back more than you pay in. An online community is such a channel if done correctly. In this article, you will learn how startups can use communities in the form of closed environments, such as Slack channels, Facebook groups, online forums or Subreddits to grow and make better products and build strong and loyal tribes around them.
Influencers and unique content can create significant ripple effects for user and content platforms. Netflix, Spotify, and Peloton show us how it’s done.