Are Online Communities Waning?
What's really happening beneath the surface
I recently came across a post from brand strategist
that kept turning around in my mind:"Online communities can only be effective if people want to participate in them. But the appeal is waning. The enthusiasm for online groups now is wayyy less than during the pandemic years."
I sat with that for a moment.
If you’ve been feeling a shift in engagement, you’re not imagining things. But does this mean that communities are dying? Or is something else happening?
I believe it’s the latter.
The Community Correction
During the pandemic, communities were everywhere. People were hungry for connection, and many of us built or joined spaces that felt like lifelines. Noticing the trend, communities were hyped as the business model—an easy path to MRR, the next big thing. Everyone wanted in.
But as life moved forward, priorities shifted, and something became clear:
✨ A community built on convenience won't last. ✨
We're now in what I think of as a community correction.
Building real relationships isn't a shortcut to quick cash. It takes skill, time, and heart. Those who chose this model for the wrong reasons are realizing it's not for them.
Some of the groups that once felt lively are growing quiet. Others are disappearing altogether. But this isn't a failure. It's a natural course correction.Â
The spaces that were never designed for true connection are fading, while the ones built with care and intention are becoming even stronger.
Fewer communities? Maybe. But what's left? The ones that actually matter.
And if you're leading one of those? This is your moment.
Why People Really Stay
People don’t join a community just for information. If all they needed were answers, they’d read a book or watch a video.
They join because they want to learn alongside others. They want to be seen. They want a space where they feel known. A place where they can show up with their questions, confusion, and feelings—not just another place to consume content.
That’s why some communities feel like home, while others feel like just another thing on the to-do list.
Last week, this played out in real time inside the community I lead, The Hive. A member shared something that felt heavy—a tough decision weighing on her. I caught her comment and reached out, suggesting she bring it to our monthly mastermind.
She did—and in a breakout session, she was paired with another member who really saw her. The conversation gave her the clarity she needed, and by the time she showed up to coworking a few days later, she was focused - and radiating confidence.
That’s the beauty of real community. The transformation didn’t come from consuming more content—it came from connection, from being seen at just the right moment.
Those human touchpoints are what separate a community that lasts from one that fades away.
What Makes a Community Feel Alive?
The best communities have soul. There’s a certain je ne sais quoi that you can't quite put your finger on, but you know it when you feel it.
We’ve all felt that instant recognition that "These are my people." You experience the warmth of a member remembering your story and asking about it. You notice that members connect on their own, no prompting needed.
The vibe is palpable, and it’s contagious. There’s an energy that makes people want to show up. It makes them want to belong.Â
You can't fake this. Communities feel soulless when they're just going through the motions - posting discussion prompts because it's Tuesday, hosting events because the calendar says so.
The communities that last are the ones where people genuinely care about each other. Where there's a personal investment in each other's journeys. Where members know they matter.
🔹 When you’re away, do people notice?
🔹 When someone goes quiet, do they feel missed?
🔹 When a new member arrives, do they feel welcomed—or like they’re on the outside looking in?
When people feel that presence, they don’t just participate in the community; they belong to it.
This is also why onboarding isn’t just logistics—it’s an emotional first impression.
If a new member arrives and feels like an afterthought, they won’t stick around. But if they step into a space that feels alive—where their presence is valued from the start—they’re more likely to stay and contribute more wholeheartedly to the group.
The Future of Community
Seasoned entrepreneur Jay Clouse calls this current shift "The Great Community Exodus." As he put it recently:
"We all need community in our lives – but we probably don’t need five."
And he’s right. People aren’t looking for more communities. They’re looking for the right one.
The one that feels like home.
That means the question isn’t, How do I get more people to join? but rather, How do I create a space so valuable that people want to stay?
Because here’s the truth:
✨ The desire to belong isn’t fading.
✨ The need for real connection isn’t going anywhere.
✨ And the communities that meet those needs are the ones that will last.
Making Your Community One That Endures
If you’re leading a space you believe in, this moment is an opportunity—not a crisis.
People are choosing fewer communities, yes. But that means they’re looking more carefully at where they invest their time.
And if your community is built with care, intention, and a deep sense of belonging it will be one of the few they keep.
If you’re feeling the shift and wondering how to make your space even stronger, I’d love to help you fine-tune your approach. Sometimes, small shifts make all the difference.
Let’s make sure your community isn’t just another group, but a space people choose to be part of—for the long haul.
Curious what this could look like for your community? Let’s talk.
To building communities that stand the test of time,
What's one small change you've made in your community that had an unexpectedly positive impact on member connection?
I agree with Max's point below. It used to be (during Covid especially) that all you had to was "build it and they will come" as you point out. In addition to having genuine engagement and connection in a community, how we can effectively "message" that as we promote these communities now that we can't simply "hang up a sign" and have people lining up to join simply because they crave connection.. Maybe it has to do with being more specialized or targeted in what our vision or mission for the community is?
Yes!
I think the previous versions of Social Media, like X, Facebook, IG, and even LinkedIn are transactional social networks. They became marketplaces, everybody wants to get something.
Nothing wrong with that, many conferences are also marketplaces.
But we we talk about communities, it is more of a "relational" space. It is hard to explain, but I think it is about giving more than getting. At the end, the result is that everyone wins.