Why Letterboxd is the king of community building

When we talk about brand marketing today, it’s easy to get lost in buzzwords.

Everything from “authenticity” to “influencer partnerships” gets thrown around like my feelings in the dating world (lol.)

But one brand that’s been quietly (and not-so-quietly) mastering the art of real connection is Letterboxd.

(If you don't happen to be a self-proclaimed cinephile like me, Letterboxd is a social platform for sharing and reviewing films alongside fellow film nerds.)

But it’s so much more than just a place to log your movie-watching habits and argue with the opinions of lesser users (my opinion is superior and the only one that matters, of course.)

Letterboxd is also a testament to what happens when you put community at the core of your marketing strategy. And if we’re honest, it’s a strategy that works – like, really well.

We all know community is king. And Letterboxd has king status.

Let’s rewind for a second.

What makes Letterboxd so unique? It’s the way it’s built.

Letterboxd didn’t start by trying to be a flashy app for the masses. Instead, it cultivated a niche audience—cinephiles, movie buffs, film critics, and indie lovers—who were looking for more than just a way to track what they’d watched.

They wanted a community to share, debate, and grow their film knowledge with.

By focusing on the core needs and wants of this hyper-targeted group, Letterboxd built a brand around real passion, not just a generic, one-size-fits-all approach.

And guess what? It worked.

Launched in Aotearoa New Zealand by web designers Matt Buchanan and Karl von Randow, Letterboxd now has 13 million members in more than 190 countries. That's up from 1.8 million members in 2020--a seven-fold increase.

By focusing on cinephiles (and I mean the real film lovers, not casual movie-goers), the founders created a space where people feel like they belong.

And loyalty in this community isn’t just about signing up for a free account and calling it a day.

Letterboxd members are some of the most engaged people on the internet.

They comment on reviews. They create intricate lists that turn into inside jokes. And they bring a level of passion that’s rare in today’s highly fragmented digital world.

By focusing on one specific community and serving their needs, Letterboxd has built a massive amount of goodwill. People want to be part of the conversation. This kind of loyalty can’t be faked—it’s earned.

Another thing Letterboxd nails is the democratisation of discussion.

Film criticism was once the domain of a select few—professional critics and film auteurs. Letterboxd however, flipped the script.

The app gives anyone with an account the ability to share their thoughts, rank movies, and participate in discussions. And this has levelled the playing field for film discourse.

Before, film discussions were often confined to academic circles or elite film critics with a byline in The New York Times.

Now, Letterboxd has democratised the conversation. A casual viewer's opinion can be just as valid as a seasoned critic's.

The beauty of this democratisation is that it allows for a greater diversity of perspectives.

App users come from different parts of the world and have diverse cultural backgrounds. And this means they all have different tastes and ideas about what makes a good movie.

This not only enriches the experience of the user but also creates a more authentic and relevant community.

There’s no “right” or “wrong” take on a film—only a vast and varied array of opinions that anyone can explore, engage with, and contribute to.

For marketers, this is a lesson in inclusivity.

By creating spaces where voices of all kinds are valued, brands can tap into a much more diverse and engaged audience.

Letterboxd did this by offering a platform where personal stories, niche interests, and even “bad” takes can coexist, and built a brand around it.

Instead of relying on traditional advertising or blatant promotions, Letterboxd has leveraged the power of UGC and organic engagement.

It’s a platform where users create reviews, rankings, and themed lists that drive conversations and spark debates.

The content isn’t pushed on them; it’s created by them.

This organic, community-driven content is where brands should take notes. Because when people feel like they have a hand in shaping the experience, they’re more likely to trust and engage with the brand.

This is the power of culture over commerce.

At its heart, Letterboxd is an example of how prioritising culture over traditional commerce is driving the brand’s success.

In an age where the oversaturation of marketing is the norm, Letterboxd’s approach is refreshingly subtle.

They didn’t start with a bunch of ads pushing users to join. Instead, they created a platform that spoke to cinephiles, exclusively.

Letterboxd has embraced film culture instead of just pushing "film consumption" as a transaction.

They host Q&A sessions, film critiques, and “watchlists” that cater to hardcore fans.

They created a culture of cinephilia—a niche community where everyone feels like they belong.

This culture-first mentality has led to organic growth, word-of-mouth recommendations, and, most importantly, trust in the brand.

Letterboxd isn’t selling anything directly to users; it’s creating a space where the love of movies drives all other actions.

This is the perfect example of community-first marketing—creating value and connection before you even think about selling.

And once you’ve built a loyal audience that genuinely cares, monetisation follows.

But it doesn’t feel like exploitation; it feels like a natural extension of the brand’s mission.

-Sophie, Writer