The Digital Marketer's Journal

Written by Hong Ngan Tran (s3961720)

image source: Emeritus  

How Social Media Marketing drives brand influence and building online communities? 

With the rise of the internet, social media have become enormous digital platforms that engage people virtually and also create many online communities on Instagram, TikTok, Facebook. Social media marketing not just presence on digital platforms but also brings fresh perspectives in transforming how brands can communicate in more interactive in direct environments to establish relationships with consumers. Moreover, utilising social media platforms help brands to leverage User-Generated-Content (UGC) and influencer marketing that can enhance digital marketing strategies and build online communities effectively. 

How Short-Form Videos Dominate Social Media Marketing?

In 2025, short-form videos are getting more popular in the digital marketing field. As Generation Z and Millennials audience consumption changes in content formats in more interactive ways. Video content with audio will drive high engagement with 51% of consumers preferring to platforms like TikTok and Instagram.

image source: Statusbrew

Short-Form Videos Building Social Communities

For instance, Glossier is one of the brands in 2025 that quickly adapts to that strategy. This cosmetic brand uses short-form videos (20 to 30 seconds) where people actually interact and apply the products which create authentic storytelling, not overly scripted video. Girls enjoy using Glossier products which attract customers by seeing these videos and interacting with them. By using short-form videos to engage with customers, the brand creates a strong emotional bond with the audience through tangible experience in their marketing strategies to build online presence in the audience’s mind. With the “analog revival” theme in these videos, it helps Glossier become more approachable with clean, nostalgic vibes that the audience can easily resonate in experiential value and create the brand’s aesthetic. Through these videos tapping in the tangible experience, Glossier engages with customers and is able to build their own online community on Instagram, providing a tremendous experience for customers in the online sphere. 

Photo via Instagram

User-Generated-Content and Influencers in Digital Era

Glossier also knows how to leverage user-generated content (UGC) and micro-influencers to promote its products. As Generation Z consumers on Instagram tend to make quick purchase decisions based on contents that feels more relatable and creates a genuine connection. Meanwhile, UGC creates a sense of belonging by showcasing real consumer experiences, which can be more persuasive than traditional advertising. Glossier has clearly embraced this strategy, using micro-influencers to attract niche followers who value authenticity and trustworthiness in online content. These personal stories often resonate more deeply with potential buyers, influencing their purchasing decisions. Finally, encouraging UGC in digital marketing strategies can be a cost-effective way to save budget but also create more content to reach wider customer segments.

Photo via Instagram

Conclusion

Social media marketing brings many benefits for brands in promoting their products to the market and helps brands to interact with customers more proactively. By demonstrating UGC contents from micro-influencers and short-form videos in digital marketing strategies, Glossier can create valuable content that connects target audiences and emphasises the positive brand image about authenticity and embraces the beauty of women in using their products. For me, it’s important to build long-term relationships and values that lasts on social media marketing. 

Questions:

1. How brands attract customers through social media platforms to building online communities? 
2. How do User-Generated-Content can influence consumers in making online purchase decisions?