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The Community-Led Growth Playbook

The community-led growth playbook.

Community-led growth is a strategy, and like any strategy it has a method. These are the plays brands use to turn customers, creators and advocates into a growth engine, in the order to run them.

How to run community-led growth

You do not need every play on day one. Start with the people who already love your brand, give them something rewarding to do, and reward the outcomes that matter. Each play below compounds on the last. Club is built to run all of them from one platform.

  1. 01

    Build your community

    Bring your customers, creators and advocates into one branded space they choose to belong to. This is the foundation everything else runs on: an owned audience, not a rented one.

    Grow your community →
  2. 02

    Recruit your ambassadors

    Identify the customers and micro-creators who already promote you, and invite them in. The best ambassadors are usually people who already buy and love your product.

    Ambassador programs →
  3. 03

    Activate with missions

    Give members clear, rewarding things to do: post content, refer a friend, leave a review, share on social. Missions turn a passive list into an active community.

    Engage with missions →
  4. 04

    Generate UGC at scale

    Turn member content into measurable reach. Real posts and videos from real customers convert better than ads and feed both social and AI search.

    UGC creator programs →
  5. 05

    Turn on referrals and affiliate

    Let members earn for the sales they drive. Affiliate links and referral rewards turn advocacy into trackable revenue.

    Affiliate programs →
  6. 06

    Earn reviews

    Make leaving a review a rewarded mission. Authentic reviews lift conversion and build the proof that wins customers and AI answers.

    Get more reviews →
  7. 07

    Reward what drives growth

    Pay out for the outcomes that matter, with cash, store credit, gift cards or perks. Rewards tied to results keep costs variable and motivation high.

    Loyalty and rewards →
  8. 08

    Measure and compound

    Track performance, double down on what works, and watch the community get cheaper and more effective as it grows. This is the compounding engine of community-led growth.

    Insights and analytics →

Run the plays once, and the community keeps running them for you.

Run the playbook with Club

Club brings every play into one platform. See how to put community-led growth to work for your brand.

Book a demo What is community-led growth?