Gone are the days of one-way communication with brands. Consumers want to be heard by, connected with, and supported by brands that show how much they value their customers. Learn why community-building is much more than a marketing or social media tactic.

Watch this video, featuring Meta’s John Cantarella, vice president, community and scaled partnerships, as he explains how fostering a community can give brands of any size a competitive edge because of how the relationships built over time can be leveraged for engagement and growth. In his role at Meta, Cantarella leads a team that helps leaders, creators, and brands—including Airbnb and Tonal—with their community strategy across Instagram and Facebook.

To continue exploring how to build community, please read Meta's "What's driving the creator economy?" article.