One of the hardest things about community building is getting through the times when it seems like growth has stagnated. It's bound to happen at some point, but it's tough because, as community builders, we thrive on seeing the progress we're making every day.
Watching our communities grow is what it's all about. Besides the enjoyment we get out of it, growth can be interpreted as an indication of how good of a job we're doing (for better or worse). Growth matters for lots of reasons. It's something we all strive for, but sometimes, it's just not happening.
There can be many reasons why a community isn't growing, and figuring it out isn't always easy. If you notice your community growth has slowed or even reversed, check out this list of five common causes and see if any of them line up with your situation.
A lack of purpose or value -- Do prospective members seem to find your community but churn out quickly? If so, it could be because they don't feel like there's any clear value in sticking around and contributing. Ask yourself: what are you building your community around, and who is your target member? Having a clear "why" in mind when establishing your community is essential for long-term success.
Poor Promotion -- The problem could be that the current marketing strategy for your community isn't effective. Where do your ideal members hang out, and how can you get your community in front of them? What kinds of content might get their attention and encourage them to check your community out? Answer these questions to increase your chances of success.
Inconsistent leadership that invites toxicity -- If the rules aren't clear and consistently enforced, it will only be a matter of time before toxicity sets in. If the community is allowed to turn toxic, that will be immediately clear to new members, and unless they're looking for that kind of community, they won't stay around long. Make sure you have a set of rules for your community that are clearly posted and more importantly, make sure they're enforced.
Neglecting community feedback -- The best sounding board for your community is the community itself. If something is wrong, your members will tell you. Show appreciation for their feedback and be as transparent with them as possible about how it can be used to improve the community. One big mistake I've seen in my career is asking for feedback too often and seldom giving the community updates on how their feedback is used. Feedback should be a two-way conversation, so even if certain feedback isn't actionable, do what you can to keep the conversation going.
Lack of Engagement -- In my opinion, everything comes back to engagement. As I wrote recently in my "How Comment Engagement is a Cheat Code to Growth" post, diligent engagement can make or break your community. If you're involved in conversations with your community, that will show to new or prospective members. They'll see that the community is vibrant and worth joining. Engagement leads to growth, so making it a priority in your community strategy will be well worth it.
While this isn't a comprehensive list of reasons your community may not be growing, these are some of the more common causes. Take a step back and look at your community's recent growth activity. Even if it seems ok, there's always room for improvement. Try increasing daily engagement, improving your feedback process, or dialing in your community's value proposition to supercharge your growth.
What are some causes for community stagnation that you've noticed in the past? Let me know in the comments or connect with me on LinkedIn. I'd love to hear more about your experiences. If your community is experiencing growth problems and you're not sure how to handle it, I can help you there too. Head over to my Contact page and let's set up a free consultation.
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