Building and Scaling Successful Communities: Lessons from Mirrativ and Loom


Hatched by Glasp

Sep 23, 2023

3 min read


Building and Scaling Successful Communities: Lessons from Mirrativ and Loom


Building a thriving community is a goal for many businesses and platforms. Whether it's Mirrativ, a livestreaming app with millions of users, or Loom, a video communication tool that attracted 14 million users in a short period, understanding the key factors that contribute to community growth is essential. In this article, we will explore the common points between these two platforms and uncover actionable advice for building and scaling successful communities.

1. Focusing on Initial Engagement and Energy:

Both Mirrativ and Loom recognize the importance of generating initial excitement and engagement within their communities. Mirrativ emphasizes the need to increase "熱量" or the intensity of passion in the early stages. This can be achieved by narrowing down the focus of livestream topics and creating a vertically concentrated community. By building a core group of dedicated users, Mirrativ then expands horizontally, attracting a wider audience.

Similarly, Loom adopts a product-led growth (PLG) strategy, where the product itself becomes the main driver for customer acquisition and retention. Loom's instant time to value allows prospects to experience the product firsthand, creating a strong initial connection. Both platforms understand the significance of capturing attention and fostering enthusiasm from the start.

2. Prioritizing User Needs and Feedback:

To cultivate loyalty and turn users into evangelists, it is crucial to prioritize their needs and demonstrate a genuine commitment to their feedback. Loom sets an example by focusing on user-centric development rather than merely emulating competitors. They notify users when someone watches their video, providing a sense of engagement and inclusivity. Loom's transparent feature request process, with tabs indicating the status of each suggestion, further involves users in the product's evolution.

Mirrativ and Loom's emphasis on user needs and feedback highlights the importance of building strong relationships with the community. By actively involving users in the development process, both platforms foster trust and loyalty, leading to organic growth through word-of-mouth recommendations.

3. Strategic Expansion and Market Penetration:

Expanding into new markets or launching products in existing markets requires a well-defined strategy. Loom successfully entered the business and enterprise teams market, aligning with Slack's GTM strategy. By launching an existing product in a relatively new market, Loom capitalized on the demand for video communication tools among these target audiences.

A key aspect of Loom's strategic expansion is the creation of dedicated landing pages for each use case. This approach showcases the versatility of the product and addresses specific pain points of different user segments. Loom also leverages content marketing to establish authority and cater to search intent. By creating thought leadership articles, SEO-focused content, and case studies, Loom becomes a go-to resource hub for remote and hybrid work video communication.


Building and scaling successful communities requires a combination of factors, including initial engagement, user-centric development, and strategic expansion. By focusing on generating early enthusiasm, prioritizing user needs and feedback, and strategically entering new markets, platforms like Mirrativ and Loom have achieved remarkable growth.

Actionable Advice:

  • 1. Prioritize intensifying passion and engagement in the early stages of community building.
  • 2. Actively involve users in the development process and prioritize their needs and feedback.
  • 3. Develop a strategic expansion plan, targeting specific markets and creating tailored landing pages to address diverse user segments.

By implementing these actionable strategies, businesses can lay the foundation for thriving communities and achieve sustainable growth.

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