Brands are building communities around their content, fostering relationships between customers in order to increase loyalty

Publishing platforms are adding a social element to their platforms, by providing access to private groups, tools and spaces that give customers the ability to organize themselves around shared interests.

Instant messaging other users on platforms connects consumers together and fosters more relationships with the brand. Brands are offering exclusive access to special offers or activations based on a desirable consumer location to further connect customers with the brand and their community.

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