For years, Facebook Groups have been a go-to platform for brands looking to build communities and engage customers. While they remain a useful tool, the increasing presence of ads, algorithm changes, and declining organic reach have made them less effective for direct and meaningful engagement. This has led many brands to explore other options that offer more control, fewer distractions, and a deeper connection with their audiences, reports Adage.

The Rise of Substack, Skool, and Other Community-Centric Platforms

Platforms like Substack, Skool, and even Mighty Networks are gaining popularity because they provide a more streamlined way for brands to communicate with their customers. Unlike social media platforms that rely heavily on ads and algorithmic feeds, these tools prioritize direct-to-audience engagement through email, private communities, and subscription-based content.

By using these platforms, brands can:

• Build a direct relationship with their audience without interference from ads.
• Create a focused, ad-free experience for members.
• Offer premium content and memberships to foster deeper engagement.

A Long-Term Strategy, Not a Quick Fix

Many brands are drawn to the idea of using Substack or Skool, but they must understand that this is a long-term investment, not a quick-win marketing play. Success on these platforms doesn’t come from simply broadcasting promotional messages—it comes from consistently delivering value to a dedicated audience over time.

This approach requires:

• Consistency: Regularly publishing engaging and useful content.
• Authenticity: Building trust through real conversations, not just promotional messages.
• Patience: Growing a community takes time, but the payoff is long-term loyalty.

Don’t Just Sell—Build a Community

One of the biggest mistakes brands make when entering these platforms is focusing too much on selling rather than serving. Customers today don’t want to be constantly pitched to—they want to be part of a community that offers insights, discussions, and value.

Successful brands use these platforms to:

• Share exclusive insights and valuable content.
• Start meaningful conversations with their audience.
• Encourage peer-to-peer engagement, making the community feel organic and self-sustaining.

Sales will come naturally when customers feel connected and engaged with your brand.

It’s About Keeping Attention, Not Just Getting It

With social media, getting attention is one thing, but keeping attention is another challenge entirely. Most brands fight for quick bursts of engagement, but real success comes from sustained relevance.

By creating valuable content on platforms like Substack or Skool, brands can keep their audience engaged without fighting against ad-driven distractions. This means focusing on:

• High-quality storytelling instead of clickbait.
• Community-driven content that encourages participation.
• Exclusive insights and resources that customers can’t get elsewhere.

Yes, Everyone Is a Publisher—But Quality Still Wins

In today’s digital landscape, anyone can create content. This means audiences are bombarded with cheap, low-value content all the time. However, that doesn’t mean high-quality content is obsolete—it actually makes authentic, well-crafted content more valuable than ever.

The brands that succeed on platforms like Substack are the ones that:

• Offer content that sparks conversations and connections.
• Go beyond surface-level engagement and build deeper relationships.
• Create a sense of belonging and exclusivity for their audience.

The Future of Brand Communities

As brands look for new ways to engage their customers without relying on ad-saturated social platforms, expect to see more companies experimenting with owned platforms like Substack, Skool, and private communities. The brands that focus on building trust, delivering value, and fostering real connections will be the ones that thrive in the long run.

For businesses looking to future-proof their marketing efforts, the key isn’t just about getting more reach—it’s about building a community that wants to stay connected.