Learnings from the CMX Community Industry Trends Report 2024

Dear Community Leaders,

Francisco Opazo, Founder of Led by Community, is bringing you the latest edition of the Daily Community newsletter.

Have you ever wondered how community teams manage to stay innovative despite budget cuts and layoffs or how the integration of AI is transforming community engagement?

We have some fascinating insights from the newly released 2024 CMX Community Industry Trends Report that you won’t want to miss:

• 16% of community teams operate without a single full-time member. How do these scrappy teams continue to innovate and thrive?

• Despite significant challenges, 79% of community professionals report that their communities positively impact their organisation's goals. What are their secrets to success?

• AI is more than just a trend—73% of community managers already use AI tools, with 93% eager to explore its potential further. How is AI reshaping the future of community management?

• Layoffs have been prevalent, with 37% of professionals experiencing them firsthand, yet only 11% plan to leave the field. What keeps them committed and motivated?

A huge shoutout to the dedicated CMX team for their hard work in compiling this comprehensive report. Their efforts provide invaluable insights and practical strategies for all community builders and leaders.

Are you ready to dive into the key trends and takeaways defining community management in the coming year? Let’s explore how these findings can empower you to build stronger, more resilient communities.

Happy reading!

Francisco Opazo Founder, Led by Community

Team Size & Activities

Community teams are notably small and scrappy, with 16% reporting no full-time members dedicated solely to community management—the highest percentage recorded. Despite this, community professionals actively run chapter-based programs and design community products and experiences. This dynamic indicates a trend towards a more versatile and flexible approach to community management, where responsibilities are distributed among existing staff rather than relying on dedicated personnel.

Takeaway: The increasing involvement of community teams in diverse activities, even with limited full-time staff, underscores their adaptability and resourcefulness. Teams leverage their skills to cover a broad spectrum of tasks, demonstrating a solid commitment to their communities despite the constraints. This also highlights the importance of cross-functional skills within community teams, as professionals must juggle multiple roles and responsibilities. The trend suggests that future community professionals should be well-versed in various aspects of community management, from event planning to product design, to contribute to their teams effectively.

Budget Concerns

Investment in community initiatives is declining, leading to heightened frustration among community professionals due to budget constraints. Despite this, respondents consistently report that their communities positively impact their organisations. This dichotomy between financial support and perceived value indicates a misalignment in organisations prioritising community efforts within their budget frameworks.

Takeaway: The persistent budget constraints community teams face highlight the need for better advocacy and demonstration of the tangible benefits of community initiatives. Community professionals must develop robust metrics and case studies to showcase the direct impact of their work on organisational goals. This will help in securing more substantial financial support. Additionally, exploring cost-effective strategies and leveraging existing resources creatively can mitigate the impact of budget cuts. As organisations increasingly recognise the strategic importance of communities, it is crucial to align community objectives with broader business goals to justify and secure necessary investments.

Layoffs & Job Retention

Layoffs have significantly impacted the community industry, with 37% of respondents experiencing layoffs personally or within their teams. Despite this, community professionals exhibit notable resilience and optimism, with only 11% planning to switch fields. This resilience is reflected in their lower concern about job loss than the previous year.

Takeaway: The strong commitment of community professionals to their field, even in the face of layoffs, highlights the intrinsic value they find in their work. This resilience suggests that community management is more than just a job for many—it is a passion and a career path they are dedicated to pursuing. Organisations can harness this dedication by providing support and opportunities for professional development, fostering a culture of growth and stability. Additionally, the industry should focus on building robust support networks to help professionals navigate uncertainties and layoffs, ensuring they remain engaged and motivated in their roles.

Member Engagement

Engaging members remains a critical challenge for community managers, though there has been a notable improvement over the years. Only 34% report difficulties in consistently engaging members, compared to 55% in 2020. This improvement indicates that community managers are developing more effective strategies and tools to keep their members engaged and active.

Takeaway: The progress in member engagement strategies is a positive sign for the community industry. Effective engagement is crucial for the sustainability and growth of communities. Community managers should continue to innovate and experiment with new engagement techniques, such as personalised experiences, interactive content, and gamification. Additionally, leveraging data and feedback from community members can provide valuable insights into what drives engagement and satisfaction. Community managers can foster more vibrant and active communities by continually refining their approaches and staying attuned to member needs.

Event Hosting

Communities increasingly host asynchronous and synchronous programming to cater to diverse member preferences. 84% of respondents host asynchronous online forums, chat rooms, and message boards, while 70% host conferences and live events. Among those hosting events, 83% conduct virtual events, and 60% hold in-person events.

Takeaway: The blend of asynchronous and synchronous programming reflects the evolving landscape of community engagement. Virtual events have become a staple, allowing communities to connect across geographical boundaries, while in-person events provide opportunities for deeper, more personal interactions. Community managers should continue to balance these approaches to maximise reach and engagement. Investing in robust virtual event platforms and exploring hybrid event formats can enhance the overall member experience. Additionally, gathering feedback from event participants can help refine future events, ensuring they meet community members' diverse needs and expectations.

AI Adoption

The introduction and integration of artificial intelligence (AI) in community management is met with enthusiasm. A majority of 73% of respondents already use AI tools, primarily for content creation. The excitement about AI’s potential is palpable, with 93% eager to learn more about its applications in the community industry.

Takeaway: AI presents a significant opportunity for enhancing community management by automating repetitive tasks, providing data-driven insights, and enabling personalised member interactions. Community professionals should focus on understanding and leveraging AI tools aligning with their needs. This could include AI-driven analytics to understand better member behaviour, chatbots for improved member support, and content generation tools to maintain engagement. However, balancing automation with the human touch defining community interactions is crucial. Ensuring the ethical use of AI and maintaining transparency with community members regarding AI applications will be essential to successful integration.

Organisational Impact

Communities continue to demonstrate their value, with 83% of respondents believing that community is core to their company’s mission. Additionally, 79% report that their community has positively impacted their organisation’s objectives over the past year. This alignment between community efforts and business goals underscores the strategic importance of community management.

Takeaway: The recognition of community as a core business function validates its importance. Community professionals should capitalise on this by aligning their initiatives more closely with organisational objectives, ensuring they contribute to measurable business outcomes. This alignment can help secure greater buy-in from leadership and other departments, fostering a collaborative environment where community efforts are supported and amplified. Developing clear, impact-focused metrics and regularly reporting on them can further demonstrate the value of community initiatives, ensuring they remain a priority within the organisation.

Community-Led Events

The prevalence of community-led events is on the rise, with 47% of respondents reporting that at least some of their events are community-led, an increase from 39% last year. This shift indicates a growing trend towards empowering community members to take active roles in organising and leading events.

Takeaway: Community-led events signify a healthy and engaged community where members feel ownership and responsibility. Encouraging and facilitating member-led initiatives can enhance the sense of belonging and commitment within the community. Community managers should provide support and resources to members interested in leading events, ensuring they have the tools and guidance to succeed. Recognising and celebrating these efforts can further motivate members and create a positive feedback loop of engagement and participation. By fostering a culture of collaboration and empowerment, communities can thrive and grow organically.

Wrapping up! Thank you, CMX!

The 2024 CMX Community Industry Trends Report provides a comprehensive overview of community management. Despite budget constraints and layoffs, the industry shows resilience and adaptability. Member engagement and event hosting strategies are evolving, with AI playing an increasingly important role. Community professionals remain committed to their field, and the positive impact of community initiatives on organisational goals is well-recognised. Empowering members and aligning community efforts with business objectives will be essential to future success.