The rise of “Community” tabs across platforms like X.com, WhatsApp, and Facebook is part of a larger shift toward building deeper, more engaged spaces online.
Unlike traditional social media, where followers view content passively, communities offer spaces for active, ongoing engagement. Here’s why this transition is happening and how it’s redefining our digital connections.
What consumes maximum screen time on your device? It is 100% social apps. Social never dies, it morphs its way into various forms to keep us engaged, entertained & informed. What we definitely see is a shift of a very narrow band of users from mindless scrolling to joining highly engaged communities.
1. The Evolution of Social Media: From Broadcasting to Building Connections
Broadcast Model: Early social platforms prioritized “followers” and “likes,” focusing on reach and visibility.
Engagement Shift: Platforms are now prioritizing two-way engagement, giving rise to “community tabs” where users interact more meaningfully.
Example: X.com’s community feature allows users to create topic-centered groups for shared interests, creating more intentional interactions beyond the public feed.
2. Why “Followers” No Longer Drive True Engagement
Surface-Level Interaction: In a follower-based system, users often scroll without active participation.
Need for Depth: Platforms recognize that user satisfaction increases in spaces where members feel heard and connected.
Example: On Facebook, Groups outperform regular Pages in terms of engagement, prompting the platform to integrate Community tabs in more sections.
3. Community Tabs as Safe, Interest-Based Spaces
Interest and Identity: Community tabs foster specific interests, creating an environment where members feel at home.
Privacy and Moderation: These tabs often provide safer spaces, with moderation tools to ensure respectful interactions.
Example: WhatsApp’s Communities feature allows groups to organize multiple chats under a single interest-based umbrella, enhancing private discussions without the distractions of a public feed.
4. The Business Case: Communities Drive Long-Term Loyalty
Deeper Engagement Metrics: Platforms have found that community members spend more time and build stronger loyalty.
Revenue Potential: Platforms can offer premium features, creating monetization opportunities within engaged communities.
Example: LinkedIn’s decision to improve Groups by adding more community-focused features highlights how professional engagement builds lasting platform loyalty.
5. The Future of Social: Moving Beyond the “Follower” Mindset
User Ownership and Trust: Users are looking for places where they can have a voice and be part of a community.
Potential for Decentralization: As community structures grow, some platforms are experimenting with decentralized models where members have a greater role.
6. The Rise of Dedicated Community Platforms
Specialized Community Spaces: Platforms like Discord, Slack, socially.so, circle.so, kajabi and Mighty Networks are dedicated solely to community building, creating tailored experiences around shared interests.
Direct Engagement and Ownership: Unlike traditional social platforms, these dedicated community platforms offer more control, often allowing users to monetize directly or integrate advanced engagement tools.
Example: Mighty Networks, Circle & Socially offers a comprehensive community structure where creators can host events, offer memberships, and facilitate rich discussions, attracting users who prefer a focused, member-driven experience.
What do you think? Communities Are the Next Frontier of Social Media?
The rise of community tabs on platforms marks a shift toward fostering meaningful digital relationships. As platforms compete for attention, they are moving beyond follower counts to create spaces where users feel a true sense of belonging. This change redefines not only engagement but the future of social media itself.
