How to Turn Brand Accounts Into Communities

Community Is the New Metric of Success

Turning a brand’s page into a community hub means moving beyond passive publishing to building spaces that are interactive, inclusive, and emotionally resonant. This is where account transformation strategy comes in. It’s about transforming your content pillars for social media into participation pillars, where the community feels like co-creators, not spectators.

Head of Social, Carina Diekert, sums it up perfectly: “I think one of the most important aspects of building communities today is truly understanding your audience and speaking their language. It’s not just about posting. It’s about providing real value, showing what actually matters to them, and creating content with your community – not just for them.”

The shift from static content to dynamic conversation is being driven by platforms like TikTok and Instagram, where algorithms prioritise interest, not chronology. That means brand engagement on social media now looks like:

• Comment threads and reactive stitches

• Saves, shares, and DMs as loyalty signals

• UGC that reflects brand love

• Shared values that spark conversation

To support this, brands need a clear and actionable community engagement framework—one that balances proactive content with reactive presence. At Pulse, we’ve created that framework through a mix of daily community monitoring, creative flexibility, and platform-native execution.

How We Build Community at Pulse

Managing branded social accounts today means being plugged in—not just to the algorithm, but to the audience. Here’s how we make it happen:

• We listen first. Through comment reading, sentiment tracking, and social listening, we learn what matters most to the people who matter most—your audience.

• We co-create. We run polls, Q&As, and prompt UGC—turning audience input into content. Their ideas shape the brand voice.

• We stay reactive. We reply, stitch, remix, and turn interactions into content. A single comment becomes the next post. A DM turns into a meme. A question becomes a series.

• We humanise the brand. Creators and consistent brand faces build familiarity and trust. Because people follow people, not logos.

This is account-based social strategy that builds with, not just for, your audience with a hands-on, audience-first approach. It is powering the way we manage MCM’s social presence, where community engagement isn’t an add-on, but the engine behind both content and conversation.

MCM’s community-driven strategy showcases how brands can foster meaningful engagement both in the comments and through creator-led content.
A single MCM comment recently drew over 133k likes in just one day – proof of how authentic brand interactions can spark viral attention and increase likability.

In fact, 58% of consumers in 2025 say it’s important to see brands respond on social media, underscoring the value of active participation. But our approach doesn’t stop at conversation. By collaborating with trending creators to produce UGC, we not only amplify MCM’s brand presence in culture but also elevate the creators themselves, fueling mutual visibility and allowing the brand to stay plugged into the creative energy of its community.

Through this, MCM’s presence extends far beyond its own channels, driving engagement not just with audiences, but within the creators’ communities too – recognising the talent, originality, and influence that powers the platform from the ground up.

Offline Is Part of the Ecosystem

What truly sets the best community strategies apart in 2025 is their ability to move beyond the screen. We call this The Prestige of Participation. When followers show up, not just online but IRL, they move from passive audience to invested members. The most engaged communities today are nurtured not only through content but through offline moments:

• Pop-up shops that become meetups

• Brand-hosted events that spark friendships

• Community dinners, runs, panels, or classes that strengthen emotional ties

These moments translate into stronger engagement online—because people don’t just follow for the product. They follow for how it makes them feel to be part of something.

From Feed to Group Chat to Inner Circle

The best brand communities evolve in layers. First, it’s the feed. Then, it’s the group chat—your comments section, DMs, reposts, mentions. Finally, it’s the inner circle: a Close Friends list, a Broadcast Channel, a private Discord or WhatsApp group.

These spaces reward attention with access. They deepen connection by making people feel seen. They don’t just drive loyalty, they cultivate identity. And when done right, they create superfans who don’t just engage, they advocate.