By: Vanilla Heart Publishing
Over the past ten years, there has been a significant growth in the number and size of online communities, moving from straightforward discussion boards and social networking sites to organizations that promote opportunities for education, job networking, and collaborative solution development. Increasingly, businesses and creators are examining how their communities affect customers’ loyalty to them, their perception of the brand or organization, and the overall strategy of the company or organization.
The emergence of subscription-based community services, cohort learning groups, and niche-based interest networks demonstrates a growing understanding that community engagement metrics alone do not represent a sustainable opportunity for growth. The value of attention and reach remains; however, growing evidence shows that effective engagement within a community must also include meaningful interaction, emotional security, and a sense of unity of purpose.
Circle, established in 2019 by Sid Yadav, Rudy Santino, and Andrew Guttormson, has led conversations surrounding community building with its 2026 Community Trends Report. This report compiles insights from twelve expert interviews, surveys from 750+ community builders, and a product data analysis of over 18,000 communities on the Circle platform. The research examines the evolving priorities of community builders and managers, presenting both quantitative data and qualitative insights from practitioners across many industries.
One of the report’s central findings is that communities have become a key differentiator for businesses. For a long time, community initiatives were often regarded as optional or promotional extensions of broader brand strategies. Data from the report indicates that 46 percent of surveyed community builders consider having a community a competitive advantage, and 67 percent note that members join or remain in communities because of shared values or identity.
Daniel Cmejla, CEO of Community Marketing Company, is cited in the report, noting that
“There’s been a recent return to all things definitively human, which makes communities more important and impactful than ever.”
These environments provide more than just visibility or content distribution; they also serve as platforms for establishing authentic relationships and connections between individuals, and ultimately creating opportunities for personal/professional growth.
Additionally, the report highlights the second major shift in best practices for developing a community. There appears to be no single formula for successfully developing a quality community (as represented by 29% of survey participants who create their own system of community development versus adopting pre-existing approaches). Close to 43% of respondents to this survey indicated they pilot new initiatives with smaller numbers of users or for shorter durations before rolling them out on a broader scale. Experts consulted for the report, such as Jocelyn Hsu, Head of Community at Hint Health, said that:
“Your customers are different. Your product is different. Your team is different. Your brand is different. Focus on building a community unique to your specific audience and needs.”
According to the report, emotional safety has emerged as a priority for community leaders. About 73 percent of surveyed builders report explicitly considering emotional safety in community design. Techniques for building emotional safety include establishing clear guidelines, providing thoughtful onboarding, and creating private spaces for sensitive topics. This focus reflects a broader understanding that engagement is sustainable when members feel secure and supported, rather than pressured to participate. Industry figures such as Matt Carnevale, Head of Community at Exit Five, highlight that:
“Community will turn into group therapy at scale. I see it in Exit Five: fear is high across many marketing leaders. Marketing is getting harder, our playbooks are burning before our eyes, and we’re excited and scared of AI at the same time. But, there’s something that always alleviates fear and tough times: going through it with other people like you. There’s a certain comfort in knowing others are going through the struggle with you. And if community builders can facilitate that, they will create a super strong connection to their brand.”
The 2026 report also considers the role of technology, particularly artificial intelligence (AI), in modern community management. Approximately 66 percent of respondents report using AI for repetitive tasks or support functions, and 68 percent indicate plans to expand AI use in 2026. While automation can increase efficiency, the report notes that community builders emphasize its application in ways that preserve human interaction and authenticity. Candice Grobler, Founder of Candid Collab, is quoted in the report stating that:
“Real community marketing involves systems where members contribute to momentum rather than being passive recipients. AI tools are therefore framed as supplements to, rather than replacements for, thoughtful human engagement.”
Transformation of members is highlighted as a principal growth strategy. The report shows that 69 percent of respondents rank member transformation as their primary method for fostering community growth. Common areas of transformation include goal achievement, skill mastery, mindset shifts, and career development. Pat Flynn, founder of Smart Passive Income, is referenced for noting that:
Your members are the heroes of the story. When you talk about their transformation, whether it’s in a 60-second short or a long-form podcast episode, you don’t even need a funnel. Our role is to facilitate those moments where people can find results, and find each other.”
According to the findings, the community management sector is evolving, and many operational and strategic elements are changing daily. Half of all respondents (48%) report that they expect their members to engage with a community prior to making any purchasing decisions, while nearly two-thirds (69%) reported that they will begin working on how to bring their communities into the center of their 2026 strategy.
Additionally, because community teams are becoming increasingly cross-functional, 39% work in more than one department; 32% have a specific community-focused budget; and some of these budgets exceed $1 million annually. Community software investments make up between 30% and 50% of the community team’s budget, demonstrating that a community-based approach will require strong technology capabilities to support the ongoing development and growth of communities.
Circle’s community trends report and analysis provide community builders and businesses with a data-driven roadmap to respond to the changing expectations of their audiences. By using expert interviews, survey data, and proprietary company data, Circle is positioned to facilitate community building and better understand the dynamics of modern online communities. The emphasis on creating a sense of belonging, experimentation, and members’ transformation through online communities aligns with a growing trend in how digital engagement occurs today. Success in operating an online community is increasingly dependent on intentional design, authenticity, and creating connections between people who matter.
Disclaimer: This article is for informational and editorial purposes only. The information referenced from Circle’s 2026 Community Trends Report is based on publicly available research, survey responses, and commentary from industry participants.
