There was a time when, on Facebook as on Instagram, a motivated Social Media Manager and a well developed communications strategy were enough to get a brand off the ground. Sézane, Bergamotte, Tediber, Horace, Shanty Biscuits… The 2010s marked the advent of Digital Native Vertical Brands (DNVB). Lifestyle brands that built their success on an impeccable mastery of digital channels.
Today, however, the tide is turning. Instagram is being criticized for its impact on mental health. There’s one bad buzz after another across the platforms (Amazon Prime in 2023, Balenciaga in 2022, etc.). And young internet users are demanding ever more authenticity and transparency from the brands they consume…
These trends are not insignificant. They reveal a profound transformation in the dynamics of social media communication, and in what consumers expect from brands. In response to these changes, a new profession is emerging. The Community Builder, tasked with connecting and developing trust with a company’s ever-changing audience.
