Nhu nguyen

Whether you’re a creator launching a new supporter platform or a fresh brand eager to grow a loyal following, building a community is like planting a tree from seed. It takes care, consistency, and the courage to prune what doesn’t serve growth. Done right, it becomes something strong, rooted, and deeply connected to those it serves.

How you are? And Who You’re For?

I still remember the first event I worked on after joining L’Oréal seven years ago, it was Kiehl’s Summer Event by the pool. In the invitation, we warmly addressed everyone as “Dear Kiehl’s Friend.” When guests arrived, the energy was vibrant. People came dressed in outfits that perfectly matched the brand’s young and playful spirit. Most of them already knew the products, and the greetings were filled with excitement: “What’s the brand’s next launch? I used the Clearly Corrective Serum after my beach trip and it worked wonders. My sister tried it too, we both love it!” It felt less like a brand event and more like a family gathering. That sense of belonging was what made the Kiehl’s Friend community my favorite part of the job. Over time, it grew through a series of events from the Summer Pool Party to Winter Wonderland and Kiehl’s Playground. I talked to familiar faces while meeting new ones who quickly caught the vibe. They reached out to me outside of events, asking about products, discussing potential collaborations, or simply sharing how much their followers loved what we created. For years, Kiehl’s consistently showed up, creating a space where people felt genuinely connected, safe to be themselves, and inspired to engage with the brand in a lasting way.

When I first moved to the Netherlands in the middle of the pandemic, I was searching for a sense of connection and belonging. That’s when I discovered a female-led community of international women who were working and studying across the country. What began as a simple Facebook group soon expanded into an Instagram page and eventually turned into real-life gatherings, including a casual meet-up along the canals. These women shared not only their personal stories and professional expertise, but also practical tips—ranging from housing advice to cultural insights, helping one another navigate a new country and feel less alone.

Later, during my extended stay in Norway, which felt like my second home in Europe, I encountered a similar initiative called Unlock Norway, founded by a woman named Gabriella. Through engaging videos and storytelling, she shared insights about Norwegian culture, daily life, and practical tips for newcomers. Over time, her platform evolved into meaningful collaborations with companies to produce content on workplace culture and to introduce job opportunities for internationals in Norway. One of her most memorable initiatives was hosting a gathering on Norway’s Constitution Day, 17. mai, bringing together people from different regions to network, share experiences, and strengthen their social ties in what can often feel like a cold and isolating new environment.

These stories capture a truth that many overlook in the race for visibility: communities aren’t built for everyone; they’re built for someone. Building a community is not about going viral; it’s about going deep. The groups I found in the Netherlands and Norway target people who are really in need of connection and support, which they seek in a new country. The Kiehl’s brand maintains its core value of building a close, engaging community of influencers whom they treat as friends, giving gifts on special occasions, and caring about their activities even as they grow. They know who they are and who they are talking to. The temptation to reach the masses often leads creators and brands to dilute their message, but true belonging is forged through specificity. Communities thrive when they are built around a clear sense of purpose and a well-defined group of people who see their values reflected in the space. Before anyone builds a platform, launches a product, or creates content, it is crucial to pause and ask, “Who am I doing this for? What does this group care about deeply? What are they not finding elsewhere?”

Show Up Often, BUILD YOUR CULTURE

For content creators, the early days of building your community can feel painfully quiet. You post a heartfelt story with no response. You host a webinar, maybe three people attend. You send 10 collaboration proposals to brands, and it may only be one brand that comes to talk. It’s easy to feel like no one’s listening. But those early days are your proving ground to test your consistency, authenticity, root of purpose, and resilience. You don’t need thousands. You need thousands of people who care to go a long way.

Think of these early adopters not as followers, but as co-builders. Through content, observe their reaction, invite their opinions, and share behind-the-scenes moments. When people feel like they’re part of building something, they become its fiercest advocates and real quality supervisors.

As the community expands, the question becomes not just what you offer, but how you invite others to shape it with you. The difference between a content platform and a true community lies in interaction. People stay in communities not only because the content is good, they stay because they feel seen, heard, and connected. They see their dream life and authentic vibe they want to be close with in your page. That requires a shift from thinking of your audience as passive receivers to recognizing them as active participants. Rather than simply broadcasting messages, find ways to foster dialogue, and spotlight the voices within your community.

Evolve With Your People

Communities grow over time, sometimes faster, sometimes slower than expected. As your audience expands and evolves, so do their needs and expectations. What truly sustains a community in the long run is the ability to listen, adapt, and grow alongside them. That means staying flexible, being attuned to shifts in energy and engagement, and avoiding rigid structures that no longer serve the group. As your presence grows, you may need to adjust platforms to accommodate a larger audience, experiment with new content formats, and allow your voice and messaging to mature in alignment with your own evolution.

Growth often requires making hard choices. Sometimes that means letting go of certain elements that once defined your brand but no longer reflect your direction. For example, a content creator who begins as a niche fashion expert, reviewing silk outfits and sharing deep knowledge about the material. Over time, as opportunities arise such as brand collaborations or lifestyle storytelling on YouTube, the content may expand to include travel, different fabrics, and broader fashion narratives. While some early followers who connected solely with the silk-focused content might drift away, a wider audience begins to form, one that resonates with your expanded perspective and deeper storytelling. This shift not only keeps your creativity alive but also strengthens the emotional connection between you and your followers. Your audience grows with you, and the content becomes richer, more dynamic, and more inspiring for everyone involved.

In the end, building a community may start by feeding your ego, but grow by feeding a need. It’s about creating a space where people feel less alone, more empowered, and connected to something bigger than themselves. You need to create with a clear vision, mission, and action plan, then show up regularly, build your culture, adjust the content when needed, and accept the growth.