“Just build a community” is some of the most misleading advice in marketing right now. It’s not a cheap channel — it’s a slow one that trades cash spend for sustained operator time.
What it really requires
A consistent human presence, fast response times, and a genuine reason for members to show up more than once. Most brands underinvest in the second visit.
When it’s worth it
Community pays off for brands with a genuinely engaged niche and the patience to measure success in quarters, not weeks.