Understanding the difference between having an audience and building a community isn’t just semantics—it’s a strategic necessity. With social referral traffic declining, third-party cookies being (semi) deprecated, and generative AI reshaping search, media organizations must reclaim their communities from third-party platforms. By fostering deeper engagement and stronger loyalty, they can create sustainable revenue streams and drive long-term growth.

Arc XP recently hosted a webinar featuring Mark Zohar, President and CEO of Viafoura, to explore how publishers can cultivate thriving communities. Below, we break down the key insights, strategies, and real-world examples that highlight why community-building is essential for long-term success.

Why community matters more than ever

Traditional approaches to audience acquisition, like relying on social media platforms for referral traffic, are no longer reliable. Social networks like Facebook and X are sending less traffic to publishers, and the rise of alternative content platforms like Substack and podcasts has further fragmented media consumption. Meanwhile, changes in Google’s search algorithms, which prioritizes user-generated content and community engagement, are shifting how audiences discover information.

Anthony DeRosa, former Head of Content and Product at ON_Discourse, expresses the urgency of this shift when he said, “Media companies should own their audiences. They’ve allowed tech companies to steal their content and monetize it by providing a platform for readers to discuss it. How absurd is that?”

The solution? Own your audience. Create spaces where audiences don’t just consume content—they engage with it, discuss it, and contribute to the discourse. As Mark Zohar put it, “An audience listens, while a community interacts, shares, and grows together.”

The benefits of community-building

An effective community strategy provides tangible benefits, including:

• Higher Engagement & Retention – Community members spend 5.3x more time on-site and visit more frequently than anonymous users.
• Increased Conversions – A strong community drives higher registration and subscription rates, with members being 31% more likely to pay for a subscription.
• Reduced Churn – Engaged community members are 2.5x less likely to unsubscribe compared to passive readers.
• Better First-Party Data – Communities provide valuable user insights, helping media organizations develop targeted advertising and personalized campaigns.
• Stronger SEO – Google now prioritizes user-generated content, meaning active community engagement can significantly boost search rankings.

The Financial Times’ Next Gen News: Understanding the audiences of 2030 study found that younger, digitally native audiences are particularly drawn to participatory experiences. Many skip over full articles and head straight to the comments section to gauge the conversation. For them, community interaction isn’t just a feature, it’s the primary draw.

Building a community: the TRIBE framework

To successfully transition from an audience to a community, Zohar introduced the TRIBE framework, originally developed by Greg Isenberg, CEO of LateCheckout and former TikTok and Reddit Advisor. This framework serves as a guide for media organizations to evaluate how they are fostering community within their brand. TRIBE stands for:

• Togetherness – Are we creating spaces where users can engage directly with our content and each other?
• Rituals – What habits or recurring experiences keep our users coming back, such as weekly Q&As or interactive polls?
• Identity – How are we fostering a sense of belonging through shared interests and values?
• Belonging – Are we giving users a reason to feel invested in our community’s success?
• Engagement – What opportunities are we providing for active participation, from commenting to user-generated content?

Leveraging the creator economy

A thriving community attracts creators, influencers, and contributors who can help expand reach and enrich discussions. To tap into this potential, media brands should actively collaborate with content creators, bringing fresh perspectives and loyal audiences into their ecosystems. This can be achieved through partnerships on platforms like TikTok and Instagram, as well as influencer collaborations within their own channels. By offering monetization opportunities and fostering engagement-driven spaces, media brands can encourage influencers to participate directly on their platforms rather than relying solely on external networks.

Examples of media brands successfully leveraging the creator economy include:

• Yahoo for Creators – A platform that offers writers a community to share expertise and connect with engaged readers.
• Forbes Contributor Network – A model where industry experts contribute content while benefiting from Forbes’ audience reach.

Community-building is a strategic priority

Community-building isn’t just about engagement. It is a direct driver of business growth. Organizations that invest in fostering vibrant communities see measurable benefits across key revenue and operational metrics:

• Higher Revenue Per User – Community members generate 5x more revenue than general audiences.
• Registration Growth – Implementing community features can double registration rates by offering a compelling value exchange.
• Sustained Engagement – For some early adopters, community interactions now drive over 30% of total site registrations.

A well-designed community strategy transforms media brands from content distributors into engagement hubs, where audiences aren’t just passive consumers but active participants contributing to the brand’s success.

Foundations for a successful community strategy

For media brands looking to build a thriving community, success depends on three core pillars:

• Intention – Community-building must be treated as a business strategy, not an afterthought. Define clear goals, KPIs, and secure executive buy-in to ensure long-term commitment.
• Cultivation – A strong community is built on trust and inclusivity. Active moderation, clear user guidelines, and engagement incentives create a safe space where discussions flourish.
• Operationalization – A community can’t sustain itself without consistent efforts. Media organizations must develop editorial playbooks, monetization models, and regular engagement cadences to ensure continued growth and participation.

The path forward: own your audience

Media companies can no longer afford to rely on third-party platforms to engage their audiences. Instead, they must take control by fostering direct relationships through community-driven experiences.

The future of media isn’t just about publishing content. It is about facilitating conversations, connections, and shared experiences. By embracing community-building as a core strategy, publishers can create deeper loyalty, drive sustainable revenue, and future-proof their businesses in an era of increasing digital fragmentation.