Stop Talking At People.

Using the terms "audience" and "community" interchangeably is a common mistake, but they represent fundamentally different concepts, especially when building online spaces.

Feb 18, 2025

I Hear "Audience" and "Community" Interchanged Often in Conversations

Using the terms "audience" and "community" interchangeably is a common mistake, but they represent fundamentally different concepts, especially when building online spaces.

Understanding the difference is essential for marketers, founders, and community champions.

So, let's break it down.

An audience is a passive group of people you talk at, while a community is an active and engaged network who converse.

Audiences Are Recipients of Information; Communities Are Participants

Here's how to think about the difference:

An Audience: An audience is a group that receives information, often through a one-way communication channel, like a newsletter. Think of a company that sends out marketing emails; the recipients of those emails are an audience. They are being informed, but there is no expectation of active engagement or a reciprocal relationship.
A Community: A community, in contrast, is built on interaction and engagement. Members of a community share a common interest, purpose, or goal and actively participate in discussions, share feedback, and build relationships.

Moving Beyond the Newsletter

Many businesses start by building an audience, often using email marketing. While newsletters and other marketing tools are valuable, they do not automatically create a community.

Why Community Over Audience?

It shouldn't be one or the other, but both.

A community member is far more likely to work their way up the participation ladder, ultimately leading to better business results.

To move beyond an audience to create a community, consider the following:

Key Steps to Building a Community

👉 Intentional Spaces: A community needs a space for members to interact. This could be a forum, a social media group, or a dedicated platform.

👉 Engagement Strategies: Focus on creating opportunities for meaningful interaction. This could include:

Facilitating Discussions: Start conversations and encourage members to share their thoughts and experiences.
Cohort-Based Engagement: Divide larger communities into smaller groups to foster deeper connections. This personal touch can keep the connection alive even as a community grows.
Seeking Feedback: Actively solicit and respond to member feedback.
Building Trust: Create an environment of transparency and trust to develop lasting relationships.

👉 Community Guidelines: Establish clear expectations for member behavior to keep the community safe and productive.

👉 Inclusivity and Accessibility: Ensure that the community is welcoming and accessible to all members.

👉 Personalisation: Make sure members feel valued and recognised to create a sense of belonging.

👉 Customer-Led Approach: Embrace a customer-led approach where your members help shape the direction and offerings of the community.

Why It Matters

A true community generates advocates for your brand.

These advocates are more valuable than a passive audience because they are actively engaged, invested in your success, and likely to promote your brand to others.