The impulse to create flashy live experiences is a trap for most ecommerce brands. The real secret to building a loyal community isn't found in expensive pop-ups or one-off live streams, but in creating a continuous, daily sense of value and belonging within a dedicated digital space.
I understand the appeal of what's often called experiential marketing. The idea of using a Facebook Live for a product launch, or hosting an in-person event, seems like the perfect antidote to stale digital advertising. It feels authentic, personal, and interactive. It promises to build real relationships and generate the kind of buzz that cuts through the noise. These events look great on a marketing calendar and give the impression of a vibrant, active brand that truly connects with its customers.
But the return on that effort is often shockingly low. These events are a massive drain on time, money, and focus. As hinted at in a Shopify Masters discussion about building community through events, they come with significant logistical challenges. You get a spike in engagement for a day, but what happens the week after? The connection is fleeting. For most brands, live streams quickly become a direct sales tool focused on converting viewers during the broadcast, which is a transactional mindset, not a relational one. It’s a short-term tactic that masquerades as a long-term community strategy.
A much more powerful and scalable approach is to build a community that is the experience. Alicia Reynoso on The eCommerceFuel Podcast gives a masterclass on this. She didn't grow her brand by hosting intermittent events; she built a massive, engaged community by running structured, ongoing fitness challenges inside a Facebook Group. This created daily participation, a flood of user-generated content, and deep brand advocacy because the engagement was a shared habit, not a one-time spectacle. Similarly, Tristan Bauer of Missing At Sea spoke on eCommerce Australia about building his brand by first creating content and community around a shared passion for the ocean, making the eventual move into commerce feel earned and natural.
So instead of planning your next big event, redirect that energy. Create a "home" for your best customers, whether that's a private group, a forum, or a Discord server. Don't just broadcast announcements. Design activities, challenges, and conversations that foster connection between members, with your brand as the facilitator. The goal is to make your brand a welcome part of their daily life. Ryan Hogan of Hunt A Killer built an entire business on this principle, making the product itself an immersive, ongoing experience. True loyalty isn't purchased with a single event; it's earned through consistent, valuable interaction.