Getting Customers Into Your TYB Community

Why this is the most important thing you will do on TYB

TYB is built for people who already love your brand. The challenges, the UGC, the product feedback loops, the Obsessions+ affiliate program — all of it works best when the people participating have actually bought and used your products.

When non-customers make up the vast majority of your active community, three things happen:

UGC response rates drop. Members can only create genuine content about products they own. A challenge asking for a review or a photo falls flat when most members haven't purchased.

Product feedback becomes noise. Authentic insights come from real usage. A community of non-buyers can tell you what they're interested in, but not what is actually working about your product.

Engagement metrics lose meaning. Challenge completions, coin activity, and LTV data are only reliable signals when the people completing them reflect your real customer base.

The brands on TYB with the strongest-performing communities — including SET Active, Emi Jay, and Dieux — all have one thing in common: they actively pushed their existing customers into the community, early and consistently.

Target benchmark: Aim for 5% of your total customer base inside your TYB community. At that threshold, challenge engagement becomes self-sustaining and content quality noticeably improves. The goal from there is 60% challenge engagement week over week.

Step 1: Set up a post-purchase email flow

This is one of the highest-leverage move available to you. A post-purchase flow that automatically sends new buyers to your TYB Brand Page Link turns every sale into a potential community member — without any ongoing effort.

What to include in your post-purchase email:

A clear invitation to join your community with your Brand Page Link

A brief description of what members get (early access, exclusive challenges, rewards)

A sense of urgency or exclusivity if possible ("join before your next order ships")

If you are already using Klaviyo or Attentive, this can be added to an existing post-purchase sequence. For setup guidance, see:

Klaviyo Integration Guide: Flows, Segments, and Dynamic Emails

Email & SMS Best Practices and Examples

Note: This step requires your ecommerce or email team to be looped in. If they are not already aware of TYB, share your Brand Page Link and let them know it needs to be added to the post-purchase flow. This is worth the internal coordination - it is a predictive green health indicator for a TYB community.

Step 2: Activate your social channels

Your existing audience on Instagram and TikTok is full of customers who just need to know your community exists. A few simple updates make a big difference.

Quick wins to do today:

Add your TYB join link to your Instagram bio and any link-in-bio tool you use

Post about your community on Instagram or TikTok at launch and at regular intervals

Mention your TYB community in Stories, especially when a new challenge or exclusive is live

For a full social promotion playbook, see Social & Community Promotion.

Step 3: Build a community landing page on your website

A dedicated page on your website that explains what your TYB community is and how to join turns site visitors into members. It also gives you a permanent link to use in emails, social bios, and any other owned channel.

What a good community landing page includes:

What the community is and what members get

How to join (your Brand Page Link, clearly visible)

Social proof if available (number of members, testimonials, or sample challenges)

Need help getting started? Use our TYB Community Landing Page Template as a starting point for your page.

Tip: Keep this page prominent live and updated. It pays off over time as a consistent top-of-funnel entry point for community growth.

Step 4: Use in-person and event moments

If your brand does events, pop-ups, or retail activations, these are high-converting moments to drive community sign-ups because customers are already in a brand-engaged mindset.

Ways to activate at events:

QR codes on signage, packaging, or receipts that link to your Brand Page

A verbal invite from staff at point of sale or check-in

A challenge or incentive exclusive to event attendees ("scan to get bonus coins today only")

For guidance on using TYB around events, see Events Playbook.

While you are building your customer base

Not every member in your community will be a purchaser yet, especially in the early weeks. That is normal. The goal is to keep non-purchasers engaged and moving toward a first buy, rather than ignoring them until the community is bigger.

Challenge types that work well for non-purchasers:

Product education challenges (learn about an ingredient, watch a how-to video)

Brand initiative support (follow on Instagram, visit a retail location)

Purchase guidance (where to buy, which product to try first)

Awareness and discovery challenges (share how you found the brand)

Bonus activation: Obsessions+

Once you have a meaningful number of real customers aware of community, consider activating Obsessions+. The program lets members earn commission by sharing your products, but requires them to upload a photo before their link goes live. That photo requirement is what makes the content credible — it only works if the member actually owns the product. For setup, see Obsessions+ Onboarding Guide.

How to know if it is working

The clearest signal that your customer activation is working is challenge engagement. When real buyers are in the community, engagement rates rise and the content quality improves.

Indicators to watch: