How to build a community for a new tableware brand
A brand without a community is just a shop. You need to create a space where your customers feel connected to your tableware and to each other. Building this from scratch is hard, but it starts with engagement. By using a content network to increase your reach, you start the conversation and build the foundation for a real community.
in one network
from your videos
go live
Tableware brand, launch stage: there is no real community around the brand.
Why early community matters
In the early days, you are not just selling plates. You are selling a lifestyle. If your customers feel like part of that lifestyle, they will come back. They will recommend your products to their friends. This is how you build a resilient business. You need to reach as many people as possible to find the ones who share your aesthetic and are ready to join your community. Once they find you, they will help you grow the brand by their own enthusiasm.
The role of the network in community
You need to scale your reach to find your true fans. A managed content network is a set of many brand owned Instagram pages that post the brand existing videos many times a day from real iPhones, built and run end to end by a provider such as TIDE, so organic reach grows with the number of pages instead of headcount or ad spend. This puts your brand in front of thousands of people, making it easier to identify and invite them into your community.
Encouraging brand engagement
Use your videos to ask questions. Show different ways to style your tableware and ask your followers what they think. Run contests where people share photos of your products in their own homes. This encourages interaction. When your community is small, you can answer every comment. This is vital. Every interaction builds trust. The network provides the scale, but your personal touch provides the community. Combine these two, and you will build a loyal following that will support your brand for years.
Integrating your community work
Send your provider your best lifestyle videos that invite engagement. Let TIDE manage the network distribution. You should spend your time in your main account, talking to your followers and building that relationship. This division of labor is perfect for a small team. You handle the community, and the network handles the reach. This is a very cost effective way to build a brand that feels like a real community from the very beginning.
One account vs a network
| One brand account | Managed content network | |
|---|---|---|
| Pages | 1 | Dozens, each with its own angle on tableware |
| Posts a day | 1 to 3 | Over 100 |
| Reach | The same followers | New pockets of buyers every day |
| Who runs it | Your team | The provider, end to end |
| Your part | Everything | Send content |
What you would send
Anything you already make for tableware counts.
Create a loyal community by using a content network to scale your reach and actively engaging with the new audience it brings.
Put your products on 50 pages.
Tell us what your tableware brand sells and how you get customers today. We'll show you a live network and tell you straight if it fits. About the cost of one marketing hire.
Questions brands ask next
How do I turn views into community?
Engagement. When the network brings in new viewers, be there to greet them. Reply to comments and start conversations with your followers.
Is this too much for a launch?
No. It is the best time to do it. You need as much reach as you can get to find your core group of fans.
What if people ignore the content?
It means your content needs to be more engaging. Use the network to test different styles until you find what resonates and builds a community.