Community Platform vs Social Media: Why Brands Should Build Their Own Communities

If you are an avid social media user, you might have noticed that the tides are changing on these networks. Bans, restrictions, and abrupt changes have multiplied over the last few years, driving users out of the platforms in search of new ways to connect with one another. 

This feeling isn’t limited to those who have experienced the evolution of social media over the years, such as Millennials and Gen X. The so-called “social natives” of Gen Z (born from 1997 to 2012), are increasingly moving away from traditional feed-based platforms like Facebook or X (Twitter). According to Impero research, 65% of Gen Z users feel more confident using community-focused social media apps like Discord and Reddit.

So what is the solution for brands, creators, and organizations that use social media as a main communication channel with their audiences? Building a community platform is the best way to achieve digital independence and guarantee that you will always be connected with your community, regardless of changing scenarios. 

Let’s dive right in and uncover the pros and cons of focusing on your own community platform vs social media.

Community Platform vs Social Media: The Disadvantages of Social Media 

Several studies have shown that social media can be problematic, with mental health concerns like anxiety, depression, and psychological distress rising in those who spend too much time on the platforms.

The truth is that traditional social media can feel a little too noisy and impersonal. Brands and creators feel disconnected from their target audience, while users feel overwhelmed with the amount of information shown each time they refresh their feeds.

Here are some of the main disadvantages of social media for brands and users alike:

1. Unexpected Changes in Policies 

One of the key challenges of relying on social media to connect with your audience is the constant changes in platform policies and algorithms. These updates can significantly impact your reach and visibility and often happen without warning. 

What worked yesterday might not work today, and brands can find themselves scrambling to adjust their strategies, sometimes losing engagement and connections they’ve worked hard to build.

2. Spread of Misinformation

The circulation of fake news, propaganda, and unverified information through viral posts and messages can easily mislead users, creating confusion and spreading misinformation. 

A study found that roughly 64% of U.S. adults say social media have a negative effect on the country, citing misinformation as one of the main reasons for that. This lack of control over content accuracy not only damages trust but also polarizes communities, making it difficult to foster genuine conversations and connections.

3. Compromise Privacy and Data Vulnerabilities

Social media such as Facebook, Twitter and Instagram have emerged as attractive and easy-to-use gateways for cybercriminals. On average, social media platforms have 20% more methods for scamming users in comparison to other internet sites. 

Scams like identity theft, social phishing and data exploitation are some of the daily risks that social media users face while logging in to their accounts. As for companies, Chief Privacy Officer (CPO) magazine reports that nearly 1 in 5 organizations worldwide are infected by malware distributed by social media platforms.

4. Promotes Superficial Connections

Despite having hundreds of millions of users, social media platforms often fail to create spaces where people feel they can be their authentic selves or experience true respect.

This sense of disconnection is especially pronounced among users interacting with brands or creators. In fact, a significant percentage of people—up to 60%—report feeling disconnected from these entities due to the algorithm-driven, surface-level nature of interactions.

5. Enables Bullying and Harassment

Everyone has heard about trolls and their mischievous activities online, which include harassment, public humiliation, and abusive behavior. 

Research conducted by Reddit discovered that 45% of social media users were frustrated with offensive language or bullying they experienced online. Although brands and creators can try to maintain a respectful environment within their social media accounts, with limited moderation tools, there is only so much they can do. 

Social Media and Their Limitations

Now that we discussed some of the general disadvantages of relying on social media as a main communication tool, let’s look at the specifics. Keep reading to understand what are the most concerning limitations regarding the most popular social media platforms.

Twitter: Constant Changes and Restrictions

Launched in 2006, Twitter became popular for allowing users to give updates in seconds by using a limited number of words and adding multimedia components to the tweets. Through the years, the platform evolved and even became a news and political outlet. 

Change isn’t always for the better 

The last few years have been rough on Twitter. In 2021, 88% of the company’s revenue came from advertising. However, with Elon Musk’s takeover of the company, chaotic layoffs, rebranding the platform to X and booming hate speech caused many advertisers to take their businesses elsewhere.

In November 2022, Omnicom Media Group recommended its clients to pause advertising spending on the platform due to brand safety concerns. More recently, in August 2024, the Brazilian Supreme Court ordered that X be suspended in the country after the platform failed to meet a deadline and appoint a legal representative in Brazil.

The dispute began in April, when the Supreme Court ordered the suspension of dozens of accounts for spreading disinformation – a request Musk denounced as censorship. 

The decision impacts more than 20k broadband internet providers, that must block the use of virtual private networks (VPN) applications to try to access X. The decision imposes a daily fine of R$50,000 (£6,800) on individuals and companies that attempt to continue using X via VPN.

Facebook and Instagram: Data Breaches and Algorithm Overload

Founded in 2004, Facebook is still considered one of the most powerful social media networks, especially considering that Mark Zuckerberg, Facebook’s founder, is also CEO of Meta, which controls Instagram, Threads and WhatsApp.

However, the massive success didn’t come without many bumps on the road. In 2018, data of over 87 million people was improperly shared by Facebook with the political consultancy Cambridge Analytica, a massive data breach that forced Zuckerberg to face the U.S. Congress.

More recently, the U.S. government and dozens of states launched an unprecedented lawsuit against Meta in 2023 for “intentionally designing platforms to be addictive while causing profound mental health harms” and focusing solely on maximizing profits. 

The end of organic reach

Brands, organizations and creators who choose to work with Meta Platforms such as Facebook and Instagram know that the algorithms heavily favor paid ads and posts. Research highlights that organic reach on these platforms has significantly declined, especially for business pages. Organic content typically reaches only 5.2% of a page’s followers on Facebook, and this reach continues to shrink​.

In Instagram, similar trends are evident, where posts without a paid boost are often buried under the weight of sponsored posts and paid partnerships. Recent studies show that nearly 83% of marketers expect an increase in social media ad spending, pushing organic content further down users’ feeds​. The pay-per-engagement platform is also harmful to users, who are overwhelmed by the enormous quantity of ads that impact them every day. 

Recently, the European Commission accused Meta of violating EU digital laws by charging users for ad-free versions of Facebook and Instagram. The model forces users to either pay a fee or consent to data collection for personalized ads, which the commission found that does not comply with the Digital Markets Act.

TikTok: Trends Over Genuine Connection

Launched in 2016, TikTok gained a massive audience during the pandemic, hitting the mark of 300 million downloads during the first months of 2020, and a 180% growth among users aged 15-25. As of 2024, the app has been downloaded over 4 billion times, with Gen Z (36%) and Millennials (34%) accounting for most of TikTok’s active users.

TikTok’s rapid rise even made veterans like Facebook and Instagram try to mimic its features to retain audiences, but it also raised eyebrows at the U.S. government. 

The U.S. considered banning TikTok mainly due to national security and data privacy concerns. Officials were worried that ByteDance, TikTok’s Chinese parent company, might collect data on American users and potentially share it with the Chinese government.

After President Biden signed into law legislation that gives ByteDance up to a year to divest from TikTok, the company sued the federal government in a case that is likely to end up in front of the Supreme Court.

Trendsetting vs. Genuine Connection

TikTok is great for setting trends because its rapid content cycle and viral algorithm keep users constantly engaged with fresh, trendy videos. This makes it easy for trends to spread quickly and capture widespread attention.

However, this constant churn of content means that videos are often forgotten almost as soon as they’re seen. The platform’s focus on short, flashy clips limits opportunities for creating deeper, lasting connections with viewers. As trends come and go, genuine audience engagement can become fleeting and superficial.

This environment makes it challenging for creators to build lasting relationships and foster a strong, loyal community. The emphasis on rapid turnover and viral moments can overshadow efforts to create authentic, enduring connections, reducing the potential for long-term audience engagement.

Reddit: Strict Community Rules

Reddit is one of the most popular platforms for community engagement. With over 52% of users engaging daily with the platform, Reddit provides a fertile ground for targeting specific audiences and fostering niche communities. However, for brands and creators, the platform presents numerous limitations.

The highly segmented nature of Reddit means that reaching a broad audience can be challenging, as success often depends on aligning content with the specific interests of each subreddit. Additionally, the platform’s upvote/downvote system and strict moderation policies can make it difficult for promotional content to gain traction. 

Resistance to Brand Marketing and More

Reddit users are often wary of advertising, self-promotion and sponsored content, which can harm a brand’s ability to effectively engage and build relationships within the platform. Reddit communities value authenticity and are skeptical of content that is perceived as insincere or commercial, and promotional posts are often downvoted or dismissed.

Besides, the platform offers limited analytics and insights for posts, making it harder for brands that want to measure engagement and effectiveness compared to other platforms. For creators and brands that want to work around events and live streaming, Reddit also fails to provide a seamless integrated experience, in comparison to specialized platforms.

Why Building a Community Platform is Crucial for Your Brand

Relying solely on social media platforms for audience engagement comes with significant risks. From algorithm shifts to sudden bans, brands are increasingly vulnerable to the unpredictable nature of these platforms. By creating your own community platform, you gain full control and can engage your audience in a more meaningful, lasting way.

Full Ownership and Control

When you own your community platform, you’re no longer at the mercy of algorithms dictating who sees your content. You have direct access to your audience, and there’s no risk of sudden bans or content removal. You set the rules, control the narrative, and ensure your brand is always in the spotlight.

By bringing your community to your website through no-code tools, you can create a community space that is user-friendly and tailored to your audience’s preferences and needs. From content production and engagement features to advertising and sponsorship, you have full ownership of everything in your community.

Deeper Engagement with Your Audience

Having your own platform allows for deeper audience engagement. You can create personalized content and foster real relationships, giving your audience a stronger sense of belonging and loyalty. This connection is far more meaningful than the fleeting interactions on social media.

According to a GlobalWebIndex report, members prefer online communities in comparison to social media platforms for several reasons, including having meaningful conversations (36% higher) and developing a sense of belonging (18% higher). 

Create a Community Platform Tailored to Your Brand

Your custom community platform offers unparalleled flexibility. Unlike social media, where you’re restricted by platform design and rules, your own platform allows you to fully customize the look, feel, and features. You can design a space that perfectly aligns with your brand and encourages the types of interactions that matter most to you.

Monetization Opportunities

Building online communities boosts subscriptions by driving more traffic to your website and sparking interest in your content. As visitors engage with your site, they become more invested in your community and the unique value it offers.

When you build your own community, the monetization possibilities are endless. You can integrate direct revenue streams, such as paid memberships, exclusive content, or sponsorships, without depending on third-party platforms or their revenue models. By owning the platform, you monetize your community on your terms.

Why Arena is the Ideal Solution for Building Your Online Community

Arena Community goes beyond being just a platform—it’s your partner in growing and sustaining a vibrant online community within your own website or app. Here’s what makes Arena stand out:

1. Simple and Intuitive Experience

Arena offers an easy-to-use interface, ensuring both administrators and members can navigate effortlessly. From setting up your community to interacting with members, Arena streamlines the entire process.

2. Engaging Content Features

With tools like Live Blog and Group Chat, Arena keeps your community engaged and informed. Share real-time updates with the Live Blog, while Group Chat fosters instant communication, helping to build deeper connections among members.

Features like Polls and Q&A allow you to keep the conversation going and stimulate audience participation during live events and community updates.

3. Fully Customizable Design

Arena allows you to personalize every aspect of your community platform to align with your brand’s style and identity.

4. Scalable for Growth

Designed to grow with your community, Arena can handle increasing member numbers and high engagement levels while maintaining peak performance.

5. Seamless Integrations

Easily connect Arena with your existing tools and platforms, including CRMs and social media accounts, for a unified experience. These integrations streamline community management and enhance the platform’s capabilities.

6. Robust Analytics

Arena’s advanced analytics give you valuable insights into member engagement, helping you refine your strategy for long-term success.

7. Arena AI: Making Community Engagement Easy

Arena’s AI features take your community management to new heights:

• AI Post automates content creation, ensuring a constantly active community.
• AI Feed Search delivers highly relevant content, personalizing the experience for each user.
• AI Feed Summary appears at the top of your community page, providing quick updates on trending discussions, and keeping members informed.
• AI Moderation simplifies managing a positive and respectful community environment, as inappropriate content is automatically flagged and managed.

Amplify Your Community-Driven Brand with Arena’s Community Platform

Building a thriving community around your brand requires the right strategies and tools. Arena provides AI-powered community engagement solutions that drive meaningful interactions, uncover valuable customer insights, and increase brand loyalty. With features like live chat, live blogs, and real-time content streams, Arena helps keep your audience engaged and actively connected.

By using Arena’s flexible and scalable platform, you can develop a vibrant community that fuels long-term growth and boosts customer retention. Don’t let the opportunity slip by—enhance your community engagement today. Check out our pricing options and discover how Arena can help you elevate your brand’s community-building efforts. Visit Arena Pricing to get started.