The Benefits of Building a Social Media Community for Global Marketers

In HubSpot's report, Global Social Media Trends 2025, global marketers shared their perspectives on the greatest benefits of building communities on social media. They believe this activity is most useful for improving brand sentiment and loyalty.

Two other key advantages are attracting more followers or customers and encouraging user-generated content (UGC).

The following proportions represent global marketers' choices regarding the benefits of building social media communities:

• Increasing brand sentiment/loyalty: 30%
• Attracting more followers/customers: 28%
• Driving user-generated content (UGC): 24%
• Increasing brand awareness: 24%
• Creating a customer-friendly environment: 21%
• Generating more leads: 20%
• Helping promote products/services: 19%.

“Community management is a crucial way for us to not only engage with existing communities and build relationships with them, but also to proactively appear in front of potential new audiences in the spaces where they spend their time online, such as in the comment sections of TikTok, Instagram, and LinkedIn,” said Emily Kearns, Senior Manager, Brand Social at HubSpot.

HubSpot also revealed that building social media communities is directly correlated with increased sales. In fact, almost 9 out of 10 marketers (85%) agree that building an active community is essential to their social media strategy.

Furthermore, 64% of companies have dedicated community managers, and 93% of marketers say they will maintain or increase their community investment in 2025.

“Instagram and YouTube are two of the most effective platforms for building active online communities,” HubSpot stated.

HubSpot conducted this survey in December 2024. A total of 1,132 marketers from various industries across North America, Europe, Asia, and Australia participated.

(Read: Challenges Faced by the Global Marketing Team When Using AI)