How can brands use member interests to grow their social experience?

Leveraging user interests within your Business Account allows brands to build highly relevant, engaging, and scalable social experiences. This matters because:

Stronger engagement: Users see content aligned with what they care about
Faster growth: Interest-based discovery improves join rates
Better retention: Relevant experiences keep users active for longer
Smarter content distribution: AI prioritizes content based on user preferences
Higher monetization potential: Interest-driven targeting improves ad and sponsorship performance

Guide: Step-by-step usage

Capture user interests

To leverage interests, you first need to collect them:

Enable user profile and interest capture via SDK or onboarding flows
Allow users to:
- Select topics during onboarding
- Follow communities/groups
- Engage with content (implicit interest signals)

Note: Interests can be both:

Explicit (user-selected)
Implicit (based on behavior like watch time, likes, shares)

Enable interest-based data in your Business Account

This allows your Business Account to:

Aggregate user preferences
Continuously update interest profiles using AI

Auto-create and optimize communities

Using interest signals:

Business Account can auto-curate communities and groups
Content is categorized into relevant interest clusters
New communities may be created dynamically based on emerging trends

Example: Users engaging with fitness videos → auto-grouped into a “Fitness & Wellness” community

Personalize content and feeds

Interest data powers:

Feed personalization: Users see relevant videos first
Community recommendations: Suggested groups based on interests
Content ranking: High-interest content gets priority visibility

Drive growth through targeting

Use interest segmentation to:

Run targeted campaigns for specific audiences
Promote communities to users with matching interests
Send personalized notifications to boost engagement

Measure and refine

Go to Analytics Dashboard in your Business Account
Track:
- Engagement by interest category
- Community growth trends
- Content performance per interest

Use insights to:

Refine content strategy
Create new communities
Optimize targeting

Specs & Limitations

System Behavior

Interests are continuously updated using AI + user actions
Supports both explicit and implicit interest signals
Feeds and communities dynamically adapt based on interests

Validation Rules

Requires user interaction or onboarding input to generate interest data
Interest mapping depends on content tagging and classification
AI models improve accuracy over time

Limitations

Cold-start users may have limited personalization initially
Incorrect tagging can impact interest classification
Over-segmentation may lead to fragmented communities

Example Scenario (Use Case)

A lifestyle brand wants to grow its social experience across multiple categories.

They enable interest tracking in your Business Account
Users interact with content across fitness, fashion, and food
Business Account automatically:
- Segments users by interest
- Recommends relevant communities
- Personalizes feeds

Result:

Higher community joins
Increased engagement
Scalable, interest-driven growth