Public social media feeds are noisy, crowded and often unpredictable. Increasingly, both B2B and B2C brands are turning to private communities on platforms like Slack and Discord to build deeper, more meaningful engagement. These spaces give brands a direct line to their audiences, foster peer‑to‑peer connections and provide a sense of belonging that is difficult to achieve through traditional channels.
Why private communities are gaining momentum
Algorithms and rising ad costs have made it harder for brands to reach their audiences organically. At the same time, people are looking for more curated spaces where they can interact without distraction. Private communities offer exactly that. They provide an environment where brand advocates, customers and prospects can ask questions, share ideas and get closer to the products and people behind them.
For brands, the value is clear: direct engagement, richer feedback loops and a space to test ideas before going public. For members, these communities offer exclusive content, early access and a chance to connect with like‑minded individuals.
How B2B brands are approaching it
Figma’s design community on Slack
Figma, a design collaboration platform, has built one of the most active B2B communities on Slack. Here, product designers, developers and marketers exchange tips, share templates and troubleshoot challenges in real time. Figma’s team actively participates, offering sneak peeks of upcoming features and gathering feedback that shapes future updates. This has created a loyal group of advocates who not only use the tool but also champion it within their organisations.
Beyond support and feedback, Figma uses the Slack group to host live AMAs, mini‑workshops and informal networking sessions. For many members, it feels like an extension of their professional toolkit — a place to learn and contribute as well as to be heard.
How B2C brands are using communities
Lego’s vibrant Discord hub
On the B2C side, Lego has embraced Discord to nurture its vast fan base. The server includes themed channels for builders, collectors and parents, each offering tailored conversations and resources. Brand representatives pop in to share behind‑the‑scenes insights, tease upcoming sets and celebrate fan creations.
Lego has also run timed challenges within the community, encouraging members to submit builds around specific themes. Winners get highlighted on Lego’s wider channels, turning community engagement into content that reaches millions more. The result is a self‑reinforcing ecosystem where fans feel valued and inspired.
Benefits beyond engagement
These communities go far beyond generating likes and comments. Brands are using them to:
- Surface product insights
Direct conversations highlight pain points and unmet needs far faster than surveys. - Create advocates
Active members often become vocal ambassadors, sharing experiences outside the community. - Drive retention and upsell
B2B teams can showcase new features or integrations, while B2C brands can offer exclusive previews or discounts. - Test creative ideas
Campaigns or product concepts can be floated with core fans before launch, reducing risk and improving alignment.
Tips for marketers building private communities
- Define the purpose
Members need a clear reason to join. Whether it is learning, networking or exclusive content, the value should be obvious. - Choose the right platform
Slack often suits B2B audiences who are already using it for work, while Discord tends to attract younger or hobby‑focused groups. - Invest in moderation and management
A thriving community needs regular attention. Assign team members to spark conversations, answer questions and maintain tone. - Celebrate member contributions
Highlighting user posts, sharing case studies and rewarding engagement keeps momentum high. - Integrate into broader marketing
Use insights from the community to shape campaigns, and share highlights from the community on public channels to encourage growth.
A growing trend
Private communities are no longer a niche tactic — they are becoming a core part of marketing strategies. Brands like Figma and Lego demonstrate how these spaces can create a sense of ownership and connection that goes far beyond what a traditional feed can deliver. For marketers, the challenge is not just to build these communities, but to nurture them so they become places where brand and audience grow together.
