Follower counts are easy to inflate — but building a community that talks, shares, and comes back? That’s the real game.

In a landscape flooded with bots, ghost followers, and one-time lurkers, the brands that win long-term are the ones building communities that actually care. Communities that stick around, show up in the comments, join the Spaces, and tell their friends. I’ve worked with creators, founders, and early-stage startups to take them from silence to scale — and I’m here to break down exactly what works in 2025.

1. Lead with a clear identity — not just content

Most communities fail because they start with content instead of identity. People don’t rally around “posts.” They rally around missions, shared frustrations, ambitions, aesthetics, and values.

Ask:

• What do we believe in?
• What are we tired of?
• Who are we not for?
• What’s the vibe here?

When you define this early — and reflect it in your tone, visuals, and positioning — you attract the right people and repel the wrong ones (which is good).

| Pro tip: A clear identity is more powerful than high production value. Relatability trumps polish.

2. Use platforms like Discord or Geneva — but design them like real spaces

Too many Discords feel like abandoned office buildings: too many empty rooms, too little purpose. You don’t need 12 channels to start. You need 3 that people actually use:

• One for intros (with a prompt)
• One for conversation (with a daily spark)
• One for announcements (to keep people looped in)

Make it feel like a living room, not a corporate directory. Also: Appoint a few early members as community “hosts” — their role isn’t to moderate, but to welcome, ask questions, and keep the energy up. Think: party starters.

3. Create rituals, not just events

Everyone’s doing live calls, AMAs, Spaces. But without a ritual, they fade into noise. Examples of sticky rituals:

• Monday “build-in-public” check-ins
• Friday memes and wins
• Monthly “show your work” nights
• Bi-weekly co-working sessions with lo-fi and goals

The key is consistency. If members know something is happening every Wednesday at 6 PM CET, they’re far more likely to show up — and invite others.

| What works in 2025: Communities with built-in FOMO. People want to belong to something with momentum, not just watch it.

4. Leverage X Spaces and short-form to loop in new members

The top communities aren’t closed off — they create porous outer layers through content. Think of it like this:

• Twitter/X = discovery layer
• Spaces = engagement layer
• Discord/Geneva = depth layer

Your Spaces should feel like a taste of the community — casual, unfiltered, and participatory. Bring members on-stage. Spotlight community wins. Let people feel seen.

Then, after each session, share a CTA to join the community with context. Tell them why to join, not just where.

5. Celebrate your members louder than your brand

Want people to stick around? Make them the hero. Highlight their work, shout out their posts, give them the mic. The best communities create status inside — not just clout outside.

| “People stay where they feel significant. Not just seen — significant.”

A leaderboard, a featured member series, or even an inside joke can go a long way.

6. Use metrics — but don’t chase vanity

Don’t get addicted to server size or follower counts. Measure active contributors, retention, and community-generated content.

Some of the strongest communities I’ve helped build had:

• <500 people
• 40% weekly active rate
• A culture where 1 in 5 members created something for the group

That’s gold. That’s stickiness.

Go slow to scale fast

If you’re looking to build a community that actually sticks, treat it like gardening, not engineering. Water your early members. Prune what’s not working. Watch for signs of life — and double down when you see it.

Remember: You’re not just growing an audience. You’re creating a place people want to come back to.