Why We’re Betting on Community
The Atlas Row team recently pitched a major, well-known baby and children’s brand. During the conversation, the department head casually mentioned that their community budget had been cut for 2026, and instead, that spend was being fully reallocated into influencer marketing.
We’ll be be honest - we pushed back. Not in a combative way, but in a thoughtful, data-backed, lived-experience way. Because what we’re seeing both in the research and in our own companies tells a very different story.
Influencer marketing isn’t dead. But it’s not working the way it used to. Consumers are overwhelmed by sponsored content, fatigued by inauthentic partnerships, and far more influenced by peers, trusted communities, and real relationships than a one-off paid post. And yet, so many brands are still throwing money at influencer fees hoping for the same returns they saw three or four years ago.
At the same time, community-led growth is quietly outperforming. Retention is higher. Engagement is deeper. Loyalty is stickier. And most importantly, the brand actually owns the relationship.
We shared with her how community has been one of the biggest drivers of growth for our clients and our founders own brand, Motette. The Motette community called the Inner Circle isn’t just a nice-to-have - it’s foundational. It’s how we co-create upcoming launches, test ideas before they ever hit production, and build real trust with the women who support the brand. That feedback loop is invaluable. It informs what we launch, how we message, and where we invest.
Do we work with influencers? Absolutely. But it’s about quality over quantity - women who genuinely love the brand, who are already part of the community, and who feel aligned with what our clients are building. We’re not throwing money at dozens of creators for short-term visibility - we help our clients invest in long-term relationships that compound over time.
There’s a massive difference between paying for posts and building partnerships. One disappears after 24 hours. The other creates advocacy, word-of-mouth, and real brand equity.
We don’t recommend strategies in theory - we move quickly and test them in real time. We experiment. We see what converts, what retains, and what actually moves the needle and then we revise.
We love being a sounding board for founders. Sometimes our role isn’t to say yes. It’s to gently challenge assumptions, offer a different perspective, and help them think beyond what’s always been done. Especially when the market has clearly shifted.
Community isn’t a line item to cut when budgets tighten - it’s the foundation brands should be doubling down on. Because when attention gets more expensive and trust gets harder to earn, the brands that win will be the ones that invested early in real relationships, not just reach.
And that’s exactly the work we love doing. Helping brands think differently. Helping them build smarter, more sustainable growth engines. And then rolling up our sleeves to help execute, thoughtfully and intentionally.
