Why the people in your physical community are perfect for your digital one

When we talk about community, we’re often referring to the one we cultivate online. Those like-minded people from all over the world who congregate in the comments to discuss niche trends, new hacks and more. But there’s a lot of evidence that people closer to home can be far more impactful for you and your brand.

The Institute for Nonprofit News’ annual report found that local news sites have accounted for 55% of all U.S. nonprofit news sites launched since 2017. That means there’s big demand for what’s going on in our local, physical communities, and from trusted sources. For years, that meant our local TV stations and newspapers, but as we know, that looks really different today, particularly with trust in traditional news reaching all-time lows.