Should you pay influencers to promote your community?

Welcome to the Community Coach newsletter, a value packed read
for community builders looking to bridge the gap between theory and real life whilst building their communities.

In this newsletter…

📚 Community 101: Should you pay influencers to promote your community?

🔥 Hospitality → Community

👋 Answering your questions: “What are the different models of paid communities?”

Community 101: Should you pay influencers to promote your community?

I’d say the answer to this is it depends on where you are at currently with your community building efforts.

I would usually avoid paying large influencers for promotion of communities because the ROI is just not worth it. Often you will find the conversion rate will be incredibly low and you’ll have just wasted money you could have better spent elsewhere to attract new members.

But there is the case for paying for awareness using influencers (just like there is a case for using paid ads). So here’s some general rules as to when I would consider paying vs. not paying:

When to consider paying influencers: 

1. High Engagement, Not Just High Followers: Choose influencers whose followers are actively engaged—those who comment, share, and genuinely interact with the content, rather than influencers with a high follower count but low engagement.

2. Relevance and Authenticity: Choose influencers whose brand and audience align closely with your community’s values and interests. Authenticity matters more than reach; an influencer’s endorsement should feel natural to their followers.

3. Targeted Reach: If your community is at a stage where you’re looking to tap into new networks or demographics that are hard to reach through your own channels, a well-chosen influencer could help bridge that gap.

4. Efficiency in Scaling: When your community is ready to scale quickly and you have the infrastructure to support a surge in new members, curating the right influencers can accelerate growth.

When Not to Pay Influencers:

1. Low Conversion Rates: If previous tests show that influencer promotions do not convert viewers into community members effectively, avoid them (this may be difficult to find out but you could always try reaching out to other paid partnerships to hear their experience. If the ROI was bad chances are they will most likely tell you)…

2. Misaligned Audiences: Avoid paying influencers whose audiences don’t resonate with your community’s purpose or values. Misalignment can lead to low engagement and poor retention even if members do sign up. Always go for quality > quantity.

3. Inflated Metrics: Be wary of influencers with inflated follower counts due to purchased followers or bots. These often lead to poor engagement rates and low ROI.

4. Early Community Building Stages: If your community is still defining its identity and value proposition, focus on organic growth and engaging deeply with early members rather than mass promotions.

Consider Smaller, Niche Influencers: Sometimes, "micro" or "nano" influencers with smaller but highly dedicated follower bases can yield better results in terms of engagement and conversion, especially if they are seen as trusted figures within their niche.

Hospitality → Community

I love finding inspiration for community building by looking further afield.

LongHouse's story begins in a deeply personal chapter of struggle and innovation.

Bruce & Ann McPheeters first built Nordlys—a Nordic-inspired cabin in Wisconsin, USA.

When Ann was diagnosed with cancer and faced mobility issues, her family rallied to build a space that could accommodate her needs.

This necessity sparked the creation of a second cabin called LongHouse, a retreat designed with accessibility at its heart. As Ann's health miraculously improved, the purpose of LongHouse expanded as well. It transformed into a sanctuary not only for her but for others facing similar challenges, hosting guests from all over the world who were elderly, terminally ill, or wheelchair-bound.

This evolution of LongHouse from a private solution to a communal haven demonstrates how personal challenges can lead to broader communal benefits.

The retreat’s focus on accessibility and comfort (borne out of Ann’s needs) made it a cherished destination for many seeking similar support and inclusivity. The family's approach—direct marketing their unique retreats—led to high booking rates, demonstrating the substantial market demand for niche, empathetic accommodations.

For community builders, the concept and growth of LongHouse offer us the following insights:

• Start with a Story: LongHouse’s roots in Ann’s story highlight the importance of building communities around real human experiences and needs, enhancing relatability and depth.

• Design with Empathy: By creating spaces that directly address the challenges of its members, community builders can encourage stronger bonds and loyalty.

• Scale with Integrity: Building LongHouse after the already successful Nordlys cabin shows that growing your community or offerings can be done without losing the essence of what made your space special in the first place.

• Detail the Difference: The thoughtful touches (such as accommodating a guest’s wish for a piano!) underline the impact of personalization in community engagement.

Community builders can craft more engaging and meaningful community experiences that resonate deeply with members, much like LongHouse has.

Answering your questions

“What are the different models of paid communities?” 

I had mentioned these before in a previous newsletter months ago, but I figured it was worthy enough to re-share given I have recently received this question again… I’ll be filming a Youtube video talking about these models in more detail, so make sure you’ve subscribed to be notified when it drops!

Here’s a rundown of 10 popular business models that involve community.

1. Paid Membership Communities: Members pay a flat monthly/annual fee for access to the community and its resources

2. Freemium Model: Offer basic community access for free, premium features/ content behind a paywall

3. Tiered Membership Model: Offer different levels of membership with increasing benefits and prices (e.g. Bronze, Silver, VIP tiers)

4. Community as a Sales Funnel: Use a free community to nurture leads & upsell products/services.

5. Course + Community Model: Sell online courses with an included community component for support and networking.

6. Event-Driven Model: Host paid events (virtual or in-person) for community members. Can be combined with a free or low-cost basic membership.

7. Sponsorship, Advertising & Affiliate: Monetize a large, engaged community through sponsored content, advertising or affiliates.

8. Marketplace Model: Facilitate transactions between community members and take a percentage

9. Consulting/Coaching Upsell: Offer 1:1 or group coaching services to community members as an additional revenue stream.

10. Product-Led Community: Community supports a core product/ service. The community might be free, but it drives adoption & retention of a paid product.

Got a question for me? DM me on Twitter and ask away. Your question may be answered in a future newsletter (and I’ll reply to everyone who asks).

Until next time,

Carmen
Community Coach

Connect with me on Twitter, Youtube, LinkedIn.

Need more help with your community?

Reply to this email and let me know what you’re looking for help with.