Building a True Community This Summer for Businesses
Summertime can be a slippery slope for brands.
Your audience is poolside, out of office, or fully in “do not disturb” mode. Engagement drops, posts get ghosted, and suddenly your carefully curated content feels like it's shouting into a beachside void.
But here’s the truth: summer isn’t the time to go quiet. It’s your chance to build something deeper than likes and emojis. It’s the season to spark real connection, show your human side, and grow a community that sticks around!
In this post, we’re unpacking five creative (and fun) ways to turn your summer strategy into a community-building powerhouse. Think less “just posting to post” and more “building a brand people want to hang out with.”
1. Show Up Authentically (Even in Flip-Flops)
One of the best parts of summer is its laid-back vibe, and your brand should totally embrace that energy. This is the perfect season to peel back the curtain and share content that shows the human side of your business. Forget the polished corporate posts.
Instead, you can opt for casual, unscripted moments that highlight your personality, values, and daily life.
People crave authenticity, especially when their own lives feel more relaxed or even a bit unpredictable during summer. So, even if it’s a quick behind-the-scenes clip from your home office (or your poolside workspace), a selfie capturing your morning coffee ritual, or a candid story about how you balance work with summer fun, let your audience see the real you.
Authenticity builds trust, and trust is the foundation of any strong community!
2. Start Conversations, Not Just Captions
Engagement is more than just numbers; it’s about creating genuine dialogue. This summer, challenge yourself to turn your captions and posts into open invitations for conversation. Instead of broadcasting information, ask questions that encourage your followers to share their experiences, ideas, and stories. Interactive content like polls, quizzes, or “this or that” games in your Instagram Stories can be a great way to spark participation.
But don’t stop there, take the time to respond thoughtfully to comments and messages. When your audience feels heard and valued, they’re more likely to stay engaged and become advocates for your brand.
Remember, building community means fostering a two-way street, where your followers are active participants, not just passive observers!
3. Create Digital “Picnic Spaces”
Communities thrive in spaces where people feel safe, connected, and valued, and not like they’re just browsing a feed or scrolling past ads. This summer, consider creating exclusive digital “hangout spots” that bring your community together in a more intimate setting.
Private Facebook groups, Slack channels, or even dedicated email newsletters can serve as these virtual picnic blankets where conversations flow freely and members can interact with each other and with you in a more personal way.
These spaces help deepen relationships by fostering a sense of belonging and insider status. Plus, they give you a direct line to your most engaged fans, the people who’ll happily spread the word about your brand.
4. Celebrate Your People Loudly & Often
Nothing says “community” like genuine appreciation. Your audience wants to know they matter to you, so use summer as a chance to spotlight your fans, customers, or clients in fun, meaningful ways. Celebrating your people not only strengthens their loyalty but also encourages others to join the community.
Think shoutouts, features, giveaways, and user-generated content campaigns that turn your audience into active contributors to your brand story. When you lift others up, you create a culture of positivity and reciprocity that benefits everyone involved, and that kind of good energy is infectious.
5. Embrace the Power of Seasonal Rituals
Creating traditions is one of the most powerful ways to keep a community engaged year after year. Summer offers tons of fun opportunities to launch rituals that your audience can look forward to annually. These could be challenges, events, exclusive content drops, or even casual hangouts that become part of your brand’s summer identity.
Seasonal rituals build anticipation and encourage repeat participation, giving your community something to rally around and share with friends. And they help embed your brand into your followers’ rhythms and memories in a positive, lasting way!
Building a true community is about more than just clicks and likes. It’s about connection, trust, and creating a shared experience that makes your audience feel valued no matter where they are or what they’re doing.
This summer, lean into authenticity, foster conversation, create cozy digital spaces, celebrate your people, and build traditions that last. When you do that, your brand won’t just be another account on their feed, it’ll be a bright spot in their summer memories and beyond.
Hashtags are the WAY!
Got the social media content down but need help with getting the engagement you need form your target audience?
We’ve curated a HASHTAG GUIDE not only for one industry but for ALL.
Check them out right here and choose which industry fits your brand best and get right to scheduling!
