Hey there, We’ve heard it many times, including in our own newsletter: your members are the best ambassadors for your space. Why? Because your website, ads, and Instagram can tell people what you offer. Your members can show them what it actually feels like to be there. They experience your community every day. When they tell a friend about your space, they’re not selling it. They’re sharing something they genuinely enjoy. So while you’re planning your content calendar, running ads, and thinking about referral campaigns, don’t overlook the people already sitting in your space: your members. This week, I’ll share a few simple ways to get your members talking about their experiences, from day-in-the-life content to member interviews, and turn those stories into marketing for your space. |
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Your members are already recommending you Think about the member who's been with you for three years. They know which meeting room gets the best light, they have a favorite desk, and they have strong opinions about the coffee. They've experienced your space in a way your marketing never could. I've noticed this in my life now that so much of it revolves around coworking. I've brought several friends to the workish.berlin community who'd never really tried coworking. Most had the same picture in their heads: WeWork-style spaces that feel more corporate than community. Then they spent a day at workish with me, and they finally understood what I'd been talking about. They couldn't wait to come back. That's the power of experiencing a space through someone who already loves it. If members are willing to recommend you, your job is to make that recommendation easy. |
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Referrals made easy, the workish way. |
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- Give members moments worth sharing. Events, community lunches, workshops, or small perks that make being part of your space memorable.
- Make referrals easy. A simple way to invite a friend for a day or book a tour. Less friction, more introductions.
- Reward the introduction, not just the signup. A free day or some account credit gives members an extra reason to make the connection.
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Let members show what it’s like The most convincing content isn’t a polished virtual tour. It’s seeing the little things that make up a normal day in the space: walking in, grabbing a coffee, saying hello to someone you know, settling into your usual spot. Those moments give people a much better sense of what being part of the community actually looks like. There are two ways to capture them. Let members film it. Hand one member your Instagram Stories for a day and give them a few questions so they’re not staring at a blank screen: - What does your morning here look like?
- What are you working on today?
- What’s your favorite spot in the space?
Film it yourself. Grab a few short clips throughout a normal day, featuring different members and what they get up to. Do this a few times a year, and you’ll have plenty of content without organizing a big shoot every few weeks. I recently did this at AchtBerlin. Instead of just pointing a camera at empty rooms, I spent the day with their members and community team, moving from the podcast studio to the atrium to their private cinema. You come away understanding what it’s like to be part of the space, not just what it looks like. |
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And you don’t have to create the content yourself. Things, a community-led commerce project by workish.berlin and its members, has its own Instagram account. It’s a space where members share what they’re doing and creating, giving people a glimpse into the community from the inside. |
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Don't make every member interview the same Member interviews are an easy place to start, but they can quickly become repetitive: the same five questions, the same headshot, another “Meet our Member” post. The trick is to be interested in the person, not just their job. Ask questions that reveal their experience of the space: - What were you doing before you joined?
- What’s changed since you started working here?
- What’s something you didn’t expect when you joined?
- Who have you met here that you wouldn’t have met otherwise?
MakerSpace NYC and FUTRWORKS in Osaka are two examples of member stories that go beyond the usual “Meet our Member” format. You’ll find both in the Cobot case studies archive. |
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That's the “what.” Next time, we'll get into the “how”: how to actually ask members to participate without making it weird, what you need to think about when it comes to consent and GDPR, and how to build something that doesn't leave your community manager chasing people for photos every Tuesday afternoon. Until then, have a look around your community. You might already have more marketing stories than you think. |
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🥰 What’s the most unexpected way your community has helped your marketing?
Hit reply to this email and tell me about it. I’d love to know!
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See you in two weeks, and happy coworking! 🥳 |
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The topic for next week is: "How Your Members Can Become Part of Your Marketing
(Part 2)" ✨ |
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If you missed last week's newsletter, check it out here: |
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Reply to this email if you have any questions, disagree with something I said, or have a suggestion for a collaboration/future topic. I'm always happy to stay in touch. |
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Harzer Str. 39
Berlin , 12059, Germany |
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Cobot Coworking Software, 2026 |
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Rosee Shrestha
