Onegevity, a start-up in the supplement sector, has built a substantial following on its sole communication channel, Instagram, within just two years on the market. The company now aims to develop a strong and independent brand community, one that goes beyond follower count to strengthen genuine community engagement. The key question: What type of content should be strategically posted to ensure active community engagement? And what role does community engagement has in building a brand community?

Using a mixed-methods approach, this thesis integrates a literature review as well as internal and external analyses. To deepen the understanding of the target audience, customer archetypes were derived from an online survey. A cross-industry benchmarking of nine brands revealed best practices for increasing community engagement on Instagram. These findings were synthesized using the Hero-Hub-Hygiene model to create a tailored content framework for Onegevity, which was then supported by psychological and motivational theories to validate its effectiveness.

The analysis concludes that community engagement serves as an enabler in building a long-term, organic brand community for Onegevity on Instagram. The findings highlight that engaging content built upon the Hero-Hub-Hygiene model structures content into three distinct layers, ranging from emotional storytelling and major launch campaigns to entertaining, educational, and evergreen formats, all tailored to Onegevity’s target audience. The thesis further highlights the importance of aligning content with psychological and motivational drivers, such as strengthening social identity and trust, creating a sense of belonging, and addressing the diverse motivations that lead users to join brand communities. In summary, these insights provide Onegevity with a practical and customized content framework designed to engage and build a brand community on Instagram.