When it comes to social media, we talk a lot about community building. It’s one of the universal keys to success, no matter your platform or niche. And, while we know why community building makes a difference, we haven’t even gotten into how. In this article, we’ll be using psychology to give us a new perspective on how to build an online community.

Before we dive in, we want to clearly state that we are not psychology professionals. But we are experts on social media and building communities. We’ve done a lot of research to help us with this article, but we’re not trained professionals.

Community on Clapper

Community is the backbone of Clapper. We were founded in 2020 (during the height of the COVID-19 pandemic) to help creators find and build a community. From our equal opportunity algorithm to features like Group chats and Fam Tiers, helping creators connect with and support each other has been our top priority.

Community is also important for creators who want to be successful on Clapper. Virality isn’t what’s important on Clapper, and it won’t get you very far. Engagement from your community is what matters most, and what will help you grow as a creator.

The Psychology of Community

There are many different reasons why humans need (or at least seek out) community. The most simple explanation is that it just feels good. Writing for Forbes in 2020, Tracey Brower, PhD expanded on that, saying community gives us purpose, belonging, and resilience. Being part of a community helps us feel that we aren’t alone, even if we aren’t much like our other community members. This kind of social support can decrease depression, anxiety, and stress-related illnesses.

The classic view of community is a tight-knit group of people, living or working near each other and bonding over shared experiences. College campuses spring to mind: every student is different, but their proximity and shared connection make them a community. For social media, it’s a bit different.

Social Media and Community

The community you’re building isn’t tangible, it’s digital. You’re creating an online space where people feel connected. You have to make them feel like they’re part of a community and give them a literal place to connect. Community also comes in different forms, depending on each person’s level of engagement and the nature of their interactions.

The Levels of Community

Followers are the foundation of a community. They’re people who like your content enough to want more, and their shared interest in your videos unites them.

The engaged audience is your followers who regularly engage in your content. This is through likes, comments, and even shares, and they tend to be your most active followers.

Supporters are a step up. Not only are they actively and regularly engaging with your content, but they’re also part of your Clapper Fam Tiers or send gifts in your Lives. They might also go out of their way to share your content with their followers.

Your insiders or VIPs can be tangled in with supporters. They subscribe to some special membership tiers and have access to exclusive perks. They’re likely your most loyal community members.

Now that we’ve established the basics of community and the differences in social media, let’s get into the basics of building an online community. There are three things people look for in a community.

Validation

One of the main things we look for in a community is validation. Dr. Bower said that community gives us a sense of camaraderie and makes us feel we can safely be ourselves. There’s space where we belong, no matter where we come from.

For social media, this is most obviously creating content in a niche. If we see someone creating content we’re also passionate about, it’s affirming. “We seek those who are like ourselves because it removes the barrier of being other. Commonality makes us feel less weird, less unwanted. We become a part of a social norm, even if it’s within our group,” wrote Christina Garnett in Psychology and Community Building. We’re accepted and valued as we are, and who doesn’t want to feel that way?

You can provide this by being yourself and sharing your passions. If you create in a few specific niches, that’s great! But even sharing about what you love can kickstart this. If you follow someone back, take some time to check out their videos and leave a comment or two. Respond to comments on your videos positively, so people feel validated.

Connection

Similar to belonging, communities make us feel connected to the people around us. And, for social media, that means also feeling connected to the creator as well. Katie McPhee, discussing Robert B. Cialdini’s book Influence, wrote “Whether this is a shared interest, opinion, trait, or characteristic, we are more likely to say ‘yes’ to people who are like us. This is also known as the ‘similar to me’ or affinity bias.”

We’re also more likely to be invested in something if we’re somehow connected to it. That can be a connection with the leader or face of the community (the influencer), or the people in the community itself. We have an emotional attachment, and it’s harder to lose interest in or abandon the community.

You can cultivate this in your community by engaging with comments and your followers’ content, as we said above. We also recommend creating spaces for your community members to connect with each other. Comments are great, but only do so much! Start a Group chat so they can engage with each other. You can even host Livestreams or Radios where you bring community members up and actually connect with them.

Self-Expression

Since most of our communities revolve around one or two things that connect a group of people, it’s no wonder self-expression and identity are important. We tend to be drawn to communities where we can be understood and accepted. This is especially important for communities centered around specific hobbies, lifestyles, cultures, or marginalized groups. People are allowed to express aspects of their identity that might not be otherwise understood or accepted in other places.

According to Garnett, “They seek to find those who self-identify the way they do. That connection to those with a similar self-identity removes barriers associated with speaking honestly about their feelings and concerns.” If we’re able to find people similar to us, we find acceptance and almost guaranteed empathy or support.

You can foster self-expression in your community in many ways. Create challenges to encourage them to create their own content. If you have a Group chat, set aside time for people to share their content. Set up a Fam Tier where supporters can suggest video ideas, and create any that inspire you. If you’ve got a Group chat, select a time for people to share their content in the chat.

Building a Community

You can start cultivating community from day one. When people comment on your videos, reply back. If someone follows you, check out their content and consider following them back. When you’ve got a substantial following, start a Group chat so your followers can connect. Implement some of the strategies we suggested above as you go, and look to your favorite community leaders for inspiration.

The best thing you can do is listen to the people in your community. Ask what they’d like, or see if they’re giving you any hints. They’ll feel more connected to you, you’ll validate their ideas, and encourage them to express themselves. Talk about a triple threat.

Further Reading and Bibliography

How To Build Community And Why It Matters So Much by Tracy Brower, PhD

Psychology and Community Building by Christina Garnett

3 Tips Backed by Psychology to Build Your Community and Sell More Tickets by Katie McPhee

The Importance of Community by Samantha Stein Psy.D.