Marketing Funnels Are Out. Brand Communities Are In.

From Funnels to Communities: A New Era of Marketing

During the pandemic, when the world came to a halt, I discovered The Body Project – two Australian trainers, Alex and Daniel, who had been posting workout videos on YouTube for over five years. For years they were just another fitness channel. But during COVID, their videos suddenly went global.
Their secret? They didn’t showcase “perfect” bodies. Instead, they featured real people of all ages and body types, making fitness feel accessible to everyone. And more importantly, they built a community. In their Facebook group, members shared progress, asked for advice, recommended workouts, and even influenced which programs Alex and Daniel would film next. That sense of belonging was stronger than any subscription or app. Even after I paused my membership, I returned – not just for the workouts, but for the connection.
Well, since my experience may be subjective, I checked some more cases to approve my hypotheses: In today’s world, relationships with your audience work far better than any traditional marketing funnel.

Proof in Action: How Global Brands Thrive on Communit

The classic funnel – awareness → interest → decision → purchase – assumes a linear, one-way journey.

But people today want more: dialogue, participation, and the feeling that they belong to something meaningful.
Take Peloton: more than 6.4 million members worldwide, including over 3 million paying subscribers. Their official Facebook group has nearly half a million members, who motivate one another and celebrate milestones daily. That’s not a funnel-it’s growth powered by community.
Or LEGO. Many still think of it as “just for kids,” but the brand has a dedicated line for adults: LEGO Icons (formerly LEGO Experts). With over 145 complex sets, it caters to the “AFOL” (Adult Fans of LEGO) community. Fans actively propose and share new ideas, and some are even turned into official products. Events like Brickvention in Australia attract more than 20,000 adult visitors each year. LEGO has become not just a toy, but a creative hobby, a way to connect, and a thriving community space.
And then there’s KAN – Israel’s public broadcasting corporation. At first glance, it’s television. But in practice, it’s much more. Around KAN’s popular series and shows, active communities of viewers emerge, where fans debate storylines, create memes, share interpretations, and build ongoing conversations. The audience doesn’t just watch – they co-create the cultural impact. It’s a powerful reminder of how even traditional media can evolve into a community-driven ecosystem.

Beyond Funnels: Communities as the Ultimate Growth Engine

All these examples point to the same conclusion: these are not funnels. They are living ecosystems.
When a brand builds a community, it’s not just about selling. It’s about trust, advocacy, repeat engagement, and organic growth. People become not just customers, but true ambassadors.
So if you want to grow in 2025 and beyond, stop thinking in funnels. Start thinking in communities.
Because at the end of the day, a strong community is the most powerful growth engine your brand can have.