Being an indie creator is exciting—but also kind of overwhelming. You’re doing everything: making, posting, packing, hoping someone out there notices.
That first sale? Feels amazing. But here’s the truth: it’s not just about getting new customers. It’s about the existing ones coming back. The ones who buy again, share your work, and root for you like they’re part of the story.
Why does making genuine connections online matter?
People like buying from sellers who are willing to connect with them. As an Indie creator, letting your personality come through, whether through your humor, process, or story, creates a reason for people to care. It’s not just about the product but the story behind it.
For example, Many influencers today run businesses that perform better than traditional ones, like Feastables by Mr. Beast or Item Beauty by Addison Ray. These influencers have spent years building an online audience, which is the reason behind their brand’s success today.
How can you build a loyal online community for your brand?
Social media
Most people discover indie brands on social media, and there’s an abundance of them across various social media platforms. The most important thing that will make a difference for you is how your audience feels when they come across your content. Are you relatable? Here are a few tips that I think will help you make a stronger bond with your audience online.
Which Platform is best for your brand?
To be relevant to your customers and build a loyal community, you need to first be in the right place. For example, if you make a product for middle-aged people, Facebook and YouTube would be better options for your brand than TikTok or Instagram.
What to post on social media?
Whether it’s Instagram, TikTok, or YouTube, the goal isn’t just to post daily. Instead, it is to communicate and build a connection with your audience. Comment back. Ask questions. Share things that feel like you. Make your brand more relatable for people.
Don’t try to be too perfect. Perfection, anyway, is NOT as appealing as many people think it is. You don’t need a fancy camera or perfect lighting. As an artist or brand owner, just showing up unfiltered regularly is enough. That’s what people connect with.
How to boost Engagement?
Rotate your content to keep things fresh. One day, it’s a process video. The next, it’s a shoutout to a happy customer. Here are some tips:
- Ask questions at the end of your captions
- Repost customer stories or reviews
- Use polls and stickers in Stories.
Newsletters
Email gives you a direct line to people who care. And unlike social media, algorithms don’t dictate your reach here. Write emails like you’re talking to a friend—because you are. Your connection here with your audience is more direct, and you control it.
Example: Field Mag’s newsletter gives subscribers first dibs on new zines. It feels exclusive, and readers love being in the loop.
How to grow your newsletter subscribers
- Add a sign-up form to your site
- Offer a small perk through QR codes (freebie, discount)
- Mention it regularly in your posts and packaging
Find and Join Niche Communities
Why it works
Sometimes, your most loyal supporters are in places you didn’t expect—like a subreddit about ceramics, a Discord for indie fashion, or a Facebook group for makers. These folks already care about the kind of work you do.
Where to look
Start with communities you’re already part of or curious about. Lurk first. Get a feel for the vibe. Then, slowly join the conversation.
Example: Findlay Hats once went viral on Reddit after posting a personal story. It was no hard sell, just a relatable post. That single Reddit post was viewed over 2.9 million times within 24 hours and drove $28K in sales!
Ways to participate
- Comment on others’ posts before sharing your own
- Offer thoughtful feedback or advice
- Share your own story, not just your shop link
Focus on giving, not selling
You’ll build more trust by showing up as a fellow creator, not just someone trying to promote a product.
Customer Experience
Why it matters
Great products get people to buy once. A great experience gets them to come back. When someone feels appreciated, they remember it. For you, making your brand more relatable should be a priority.
Here are some tips :
- Give handwritten thank-you notes to your customers.
- Include Freebies like a sticker or postcard in the package.
- Try to respond ASAP to your customers.
Create a moment, not just a package
When people order from you online, try to focus on the Product Packing and not ignore it. How your product arrives can turn a first-time buyer into a fan. Wrap it nicely. Add something unexpected with your personalized touch. Make it feel like opening a gift to make them feel special.
Keep it simple
Make it easy to reach out to you and make your products easy to order. More than building a fancy website, your focus should be on making it more user-friendly. Clear photos, mobile-friendly layout, and upfront shipping info make a big difference.
One simple tool that makes a big impact? QR codes. Whether you’re linking to your latest product drop, a behind-the-scenes video, or your email sign-up—QR codes save your customers time and clicks. You can easily create one using QR Code Developer, a tool built with small creators in mind.
Show your repeat customers some love
- Offer early access to new drops
- Send surprise discounts
- Shout them out online (with permission)
Final Thoughts
You don’t need to go viral to build a strong business. A handful of customers who truly care, who tell their friends, and who cheer you on? That’s more than enough to grow something sustainable.
Show up. Be real. Make it easy for people to connect with you.
Also Read: Tangible Branding in a Digital World – Why it Matters
