6 Major community trends you need to know about

Online community platform Circle recently released their community trends report.

Circle allows creators, coaches, and business to build and manage their own online communities through features like discussion forums, live streams, and events. Because of this, the company has access to the inner workings of the communities that exist within it, and of course, the insights they provide.

In the world of community builders, such insights are often not available to the public. Instead, these platforms tend to keep their cards close, using them to improve their product offering. Circle, however, has decided gatekeeping is icky. And I have decided the same – so I’ve taken what they’ve written and provided you with my takeaways. So here ya go xx

1. For years, social media has been the go-to for building audiences. And in 2025, that’s not changing.

Billions of people are still scrolling, and platforms like Meta and YouTube continue to be major growth drivers. But growing an audience isn’t the same as building a community. After all, social media platforms are designed to keep users scrolling, not connecting.

They reward reach, reactions, and engagement metrics that prioritise virality over real relationships. As a result, community builders are rethinking their strategies. Many are still using social media as a discovery tool. But they're moving meaningful conversations to dedicated platforms where they can foster deeper, more engaged connections.

2. Private spaces are emerging as a major trend.

With the rise of de-influencing trends and mass unfollow movements, users are streamlining where they engage. From Broadcast Channels and Facebook Groups to Slack and Discord, brands are getting creative with how they build community beyond just pushing content. But while Meta, Slack, Reddit, and Discord are useful starting points, they come with limitations:

• You don’t own your audience

• There are many distractions

• Monetisation is a challenge

• It’s hard to create a branded experience

• Limited features make long-term growth difficult

Because of these constraints, more community builders are shifting to purpose-built platforms designed for sustainable growth, exclusivity, and monetisation.

3. Community builders are focusing on high-value, niche communities where engagement and retention are strong.

According to Circle’s survey, one community member is worth the equivalent of 234 social media followers. Let that sink in.

So, what’s driving this shift?

1. Stronger connections = better business. People are actively seeking spaces that offer genuine, curated interactions—far from the chaos of social media.

2. It’s easier than ever to build these spaces. Improved tech and shifting user behaviour have made it simpler to attract and retain engaged members.
   

4. Exclusivity is now a growth strategy.

Nearly half (47%) of community builders now use application processes. Why? Because they want to ensure high-quality membership. After all, when people feel like they’re part of something special, they’re more engaged and willing to invest (emotionally and financially).

The survey found that 54% of respondents are already leveraging paid memberships. 41% use recurring subscriptions alongside offerings like coaching and courses. This aligns with the “1,000 True Fans” philosophy. A smaller, deeply engaged audience can be more impactful (and profitable) than a massive, disconnected following.

5. After years of online-only engagement, people are craving real-world interactions.

While virtual communities are thriving, IRL events are making a major comeback. 48% of survey respondents are already hosting in-person gatherings. What’s working best? Micro-events. Unlike large-scale conferences, these intimate gatherings foster genuine conversations and deeper relationships. They also come with lower costs and less stress for organisers.

6. Newsletters (like this one!) are cool again.

Despite years of people claiming “email is dead,” newsletters are thriving. Social media algorithms are becoming increasingly restrictive. So more creators and brands are embracing newsletters as a direct, monetisable way to connect with their audience. According to the report:

• 67% of survey respondents actively use newsletters to grow their business

• 82% say their newsletter has a moderate to high impact on their community

As more creators shift to DTC models, long-form content is having a moment. And newsletters are the perfect vehicle!

So, what's the future of community building?

As technology advances and people prioritise meaningful connections over mindless scrolling, the demand for well-built communities is only going to grow. The best part is that it’s never too late to start. Whether it’s launching a newsletter, or hosting in-person events, now is the time to create something truly valuable.

For more insights on where communities are heading, download the full report here.

-Sophie, Writer