Reinventing Community-Led Growth

Justin, co-founder of Safary, argues that community-led growth (CLG) is shifting from rewarding members with money toward giving them identity, status, utility, and experiences with each other. He cites ScribeDAO, a writers' community that grew its own following and its members' reach through a mutual content-sharing loop, and says Scribe doubled in size over a few months in 2022. He also points to China's "private traffic" strategies, such as Perfect Diary's WeChat groups, which engaged over 5 million customers and used a 500-member group cap to focus on engagement. Ctrip's group chats for travelers booked on the same destination show, in his view, how brands can facilitate connections between customers.