Community in 2025

From membership sites to digital homes

Photo by Lucia Sorrentino on Unsplash

When community platforms first gained momentum in the early 2020s, the formula seemed simple: build a membership site, charge $59/month, and call it a day. It was a model born of necessity during the pandemic, but like many pandemic-era solutions, it's evolving into something far more sophisticated.

"Community" itself is one of those wonderfully squishy words that resists simple definition. But what's emerging clearly is the value of having a digital home—a space you own and control, where deeper relationships can flourish.

Leaders are discovering that their community platforms can be versatile digital homes—spaces that house multiple revenue streams without creating overwhelming extra work. Rather than trying to fit everyone into the same membership box, they're creating flexible environments where different offerings naturally complement each other.

This is Community 2.0, and it arrives at a critical moment. As the cracks in social media's facade continue to widen, people are seeking alternatives to the exhausting cycle of posts, likes, and fleeting connections. They're looking for spaces that offer real value and genuine connection.

What does this look like in practice? I'm watching community leaders get creative with their platforms:

• Some house their full course libraries, letting members choose their level of engagement

• Others use their platforms to run cohort programs that naturally feed into ongoing community connection

• Several are experimenting with mini-programs as entry points (one leader's recent 4-week program at $29 created such strong connections that participants eagerly joined her full-year community)

• Many are creating spaces where their 1:1 clients can access resources and connect with peers

• Authors are building vibrant spaces where readers can go deeper with their work

The most successful communities I'm seeing are those that adapt to serve their members in multiple ways. Course creators are building rich alumni spaces where past students continue to support each other. Coaches are blending group programs with ongoing community connection. Another found that housing her course library within her community platform gave members the flexibility to engage at their own pace while still feeling part of something bigger.

We're at a turning point in our digital lives. We're collectively realizing that while social media can be a useful tool for discovery and initial connection, it's not designed for the kind of deep, sustained relationship-building we're craving.

Instead of building on “rented land”, your community platform can be:

• A cozy home base for your course students

• The place where your coaching clients access resources and support

• A hub where your book readers dive deeper into your ideas

• The space where your cohort programs unfold and evolve

• A gathering point for your most engaged newsletter subscribers

And, you don't have to build it all at once. Start with what serves your people best right now, then let it grow organically as you learn what resonates.

Different seasons can mean leaning into different solutions.

If you've been hesitant about building a community because the traditional membership model didn't feel right for your business, now might be the perfect time to reconsider.

Want to explore what's possible? Let's chat about your digital home.

Embracing all the possibilities,

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If you'd like a peek inside my digital home, The Hive, you're invited to join us Wednesday for "Land Top-Tier Press Coverage (Without a Huge Following)" with PR expert Lydia Bagarozza. You'll learn proven strategies for getting featured in outlets like Forbes and USA Today, meet our incredible members, and experience firsthand how community can be so much more than just reading emails in your inbox or scrolling social media.