The Next Frontier of Social and Communities: How Authenticity and Connection Are Redefining Digital Strategy

What You’ll Learn

• How to keep your brand human in the age of algorithms and automation.
• Why authenticity and audience insight will define the next era of social media.
• How to listen before you broadcast– and use conversations to shape your content strategy.

The Mid-Atlantic Marketing Summit (MAMS) once again brought together leading communicators, marketers, and innovators from across the region to discuss the trends shaping the future of marketing. The landscape of social media is shifting. Emerging platforms are giving rise to new kinds of communities–more private, more authentic, and more human. 

During the session “The Next Frontier of Social Communities", REQ’s Katie Brevoort, Associate Director of Social Media, joined Charmion N. Kinder, Chief of Impact & Social Responsibility at CNKInder, Stacey Miller, VP of Communications at the Auto Care Association, and Francis Lyons, CEO of ooPoll. Together they explored what’s next for brands seeking a connection in an era where authenticity is everything. 

The session was moderated by Josh Greene, who centered the conversation on how brands can stay true to their roots, while adapting to new spaces like Reddit, Substack, and WhatsApp–where audiences increasingly prefer to engage.

What emerged was a clear message: while tools and algorithms evolve, the heart of social success remains the same–authenticity, empathy, and storytelling.

1. Authenticity Is the New Algorithm

The conservation began with a shared recognition that audiences crave realness. Katie emphasized that social success doesn’t come from chasing metrics or trends–it comes from staying true to who you are as a brand.

“You know your brand better than anyone else,” she shared. “Analytics and algorithms will always change. What matters is being consistent, authentic, and human.”

Charmion Kinder added that authenticity isn’t just about tone or language, it’s about aligning values and actions. People want to see brands live their message, trust is built when brands stand for something meaningful.

2. Reddit: Where Listening Drives Strategy

For brands looking to connect deeply with their audiences, Reddit offers something unique: unfiltered authenticity. The panel described it as a “platform for listening before broadcasting,” where marketers can learn from real conversations going on instead of guessing what is important to the audience.

By exploring relevant subreddits and observing the tone and sentiment of discussions, brands can shape strategy rooted in empathy and truth. However, as Stacey Miller cautioned, authenticity also means knowing when not to speak. Overstepping–what the panel called “brand intrusion”–can quickly turn audiences away. 

When used thoughtfully, Reddit becomes a focus group, a hub for community insight, and a tool for understanding how people experience issues firsthand.

3. Substack: Elevating Voices, Not Controlling Narratives

When the conversation turned to Substack, the panel highlighted its role in elevating authentic voices. Rather than controlling narratives, they encouraged brands to collaborate with credible writers and creators who share their values. 

By featuring creator content or amplifying their messages, brands can build trust and expand reach–without losing their authenticity. “Let creators do their thing,” the panel said. “When you elevate them, you elevate your brand.” 

This approach also applies internally. Empowering employees to share stories in their own voice strengthens culture and fosters organic advocacy. 

4. Leverage Emerging Platforms to Build Connection

While platforms like WhatsApp might not be central to every brand’s strategy, they can be powerful tools for community building, especially internationally. The app’s closed-group nature makes interactions feel more personal and less performative. 

The panelists noted that WhatsApp “lowers the temperature” of brand communications, allowing for organic exchanges and fostering real relationships. As social media continues to fragment, this kind of one-to-one or small-group engagement may prove essential.

The beauty of platforms like WhatsApp lies in their intimacy and immediacy–qualities that make audiences feel seen and valued rather than marketed to.

5. Return to Storytelling

Across all platforms and formats, one message resonated: storytelling remains the foundation of effective communication. 

Audiences want to hear real stories–what your brand stands for, who you serve, and why it matters. Whether through a long-form Substack post, a Reddit AMA, or a WhatsApp message thread, the goal is to connect meaningfully and consistently. 

As Katie concluded, “The future of social media is where people need to be themselves.” Technology will continue to evolve, but authenticity and storytelling will always be the bridge between brand and audience. 

Ready to Evolve Your Social Strategy?

At REQ, we help brands craft authentic, insight-driven social strategies that connect meaningfully with audiences across platforms. From Reddit engagement to influencer partnerships, our team understands how to build communities rooted in trust and creativity.

Contact us to learn how we can help your organization embrace the next frontier of social media.