Meta has been investing in Communities since 2020 & Your Business Should Do the Same…
- Vineet Nandan Gupta
- Jan 30
- 3 min read
Community-driven growth is no longer a niche strategy—it’s a competitive advantage. Meta’s investment in communities since 2020, including initiatives like Facebook Groups, the Meta Certified Community Manager Program, and monetization features, proves that communities are central to business success.
But should your business follow Meta’s lead?
The answer is YES—but with a strategic approach. Investing in the community isn’t just about setting up an online group or forum. It requires a holistic strategy & framework that aligns with your business goals, engages with stakeholders meaningfully, and ensures long-term growth.
Understand the Ecosystem
We understand that digital platforms have democratized content creation & consumption, and our audience is floating all around.
Meta’s approach to communities—through Facebook Groups, Instagram, Messenger, Threads, and WhatsApp—centers on keeping users within its ecosystem. They understand that users are there on their platform and are creating & consuming content. So why not build in tools, features, programs, & monetization opportunities so that communities and brands can collaborate, co-create, & grow?
Similarly, your audience can be moving around any of the Digital Platforms, Forums, Groups, Industry Associations, Expo, Events, & so on.
When you understand your ecosystem and where the audience is floating around, it becomes easier to understand the right kind of Target Group & build a community that gets those specific people into one place as they find value, share value, build thought leadership, & voice for the industry while being grateful to the brand that is empowering the community.
Talk User Generated Content (UGC), Collaboration, Co-Creation, & so on.
This need not be platform-specific but community & business-specific.
Do not be dependent on one platform but leverage opportunities to create
Remember when TikTok was banned in a few geographies, the TikTokers who pivoted & understood the value that they generate can be platform agnostic thrived & others perished.
Similarly, it is good to understand how pivots & realignment align for success.
Meta Certified Community Manager Program is working to professionalize the role of community management, providing training and recognition. While this seems like an investment in community leaders, it also ensures that those leaders are trained in Meta’s ecosystem, reinforcing its platform as the default for community-building.
However, as a Community Strategy Consultant, my advice is to build a community for your business where your audience is present & not fixated on the platforms, but have a distributed approach.
Being a Meta Certified Community Manager is an added credibility to what I do professionally.
Create Meaningful Associations & Drive Growth through Mutual Success
Word of Mouth & Referrals is the best way to scale your business…
WHY?
The inbound referrals that come through the value being created in the life of an individual and their sharing the outcome with their closed group is simply awesome.
Someone who comes inbound is already sold on the value, they are discussing how can a similar value be created in their lives.
Always think of empowerment, & Win-Win situation by working with the stakeholders.
Community isn’t a Quick Win
Meta has the resources to experiment at scale, but most businesses don’t.
Real community-building requires patience, trust, and consistent value creation. Simply throwing money at community initiatives without a long-term strategy leads to superficial engagement and wasted resources.
Investing in Community Led Growth without Strategy & Experimentation is just Spending
Many companies try to "build community" by launching forums, Discord servers, or social media groups without aligning them with business goals.
The real question isn't whether to invest in the community but how to do it meaningfully—with a clear purpose, guidelines, and a sustainable growth strategy.
The Future of Community-Led Growth
Investing in community isn’t just about following Meta’s lead—it’s about creating a sustainable, people-powered ecosystem around your brand. Whether you leverage Meta’s tools or build your own space, the key is to invest intentionally, foster authentic connections, and drive long-term engagement.
Your business should invest in the community—not just because Meta does, but because it’s the future of meaningful brand relationships.
If You want to clear the Meta Certified Community Manager Exam: Read this Article
If You want to know what I said in the interview: Read this Blogpost
Hi, I am Vineet, a Meta Certified Community Manager since January 2021 & have been renewing my certification every two years. My story as a Community Strategy Consultant was shared in “Real Stories from Community Managers” on the Meta Certified Community Managers Private Facebook group.
If you are still wondering if the Community-Led Growth model is right for your organization. Do share your thoughts on hi@vineatrepeat.com
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