“Our community has been a great source of ideas for new product features, so much so that we’ve rolled out “Feature Friday” in our Facebook group. Every Friday, we invite members to share their ideas, which our product team reviews as key input to our product roadmap.” - Brad Olson, SVP of Member Experience Peloton

From 2007 to 2018, social media was centralizing in platforms like Facebook, YouTube or Medium. Now, people are going back to owning their own social media, and de- centralizing it through self-hosted blogs, podcasts, forums, etc.

Influencer Sigh Swoon has created a Patreon account that allows her fans to become more closely connected to her via Close Friends, access to her book club, etc.

4. Monetize Exclusivity

• Subscription or initiative models enhance exclusivity


• Monetization can be scaled in tiers, exclusive merch, etc.

1. Start Small Scale Big

• Focus on building with your core audiences first, and let them become the advocates that recruit others

NbG by Nike IS A NEW KIND OF SHOPPING APP designed for girls who 'Just Do It' their own way. NbG is an experimental Nike project built by a passionate team with a simple idea: we believe YOU DESERVE TO HAVE A SAY in the products you buy.

The move to a true community repositions the topics of conversation from what the brand cares about to what the community talks about

INFLUENCERS ARE PRIORITIZING MONETIZED CONTENT AND COMMUNITIES AS AD REVENUE CAN BE UNRELIABLE