Glennda Baker knows a thing or two about crowdculture

In his 2016 Harvard Business Review article titled “Branding in the Age of Social Media,” author Douglas Holt explains the concept of crowdculture and its impact on brands. He defines crowdculture as previously isolated communities that have connected through social media. Crowdcultures are not entirely new but are much more visible due to social media. One example of how they existed in the past where in-person events catering to niche interests, bulletin board systems, forums, activism, and fan clubs, to name a few. No longer separated, these crowds are now equipped with a strong voice and can easily sway brand perception for better or worse.

Six years after Holt’s article, many brands don’t fully grasp the concept of crowdculture and fail to empower and partner with their communities. TikTok content creator Glennda Baker is an Atlanta-based realtor whose popularity has gained her crowdculture. In a recent interview, she shares, “My hour of power is responding, commenting, and engaging. You got to engage with them for them to engage with you”. Her content shares career stories, sound real estate advice, and responses to viewer questions. Glennda also engages viewers who reach out via direct message with direct voice responses. Many of those who receive her voice replies are shocked that she took the time to do so. This seldom-seen level of attention strengthens brand connection turning those viewers into loyalists that help her further grow her crowdculture. She views her community as partners of her brand, not just fans, and viewers.

Her crowdculture, in return, helps her gain new business and expands her brand awareness and reach. Glennda shared one great example of how her crowd helps her “Somebody says something on the comments and I don’t have to say a thing because the glitteratis are jumping on them.” Crowds are free from the shackles of the c-suite, providing brands with authentic user-generated content, sharing valuable opinions, amplifying reach, and bringing in new customers. Crowdculture can benefit any brand as long as the community is prioritized, listened to, and engaged.