Hey there, In part 1 of this newsletter, we looked at what your members can help create: takeovers, reels, interviews, origin stories, and all the everyday moments that show what your space is really like. But getting members involved is only half the job. For member stories to become a regular part of your marketing, the process needs to work for everyone: respectful of your members’ time and privacy and manageable for your team. This week, we’re getting into the practical side of member-led marketing: how to involve your members without making it feel like another marketing task, and how to build a process you can actually keep up with. |
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When you ask, ask well Most operators don't ask their members to be featured or contribute to their marketing more often because it can feel awkward. A few small things can make it feel more like a fair exchange than a favor: - Give people a heads-up. If you're planning a filming or photo day, let your community know in advance. A quick message like “We'll be capturing some content around the space this afternoon. Let us know if you'd rather stay out of frame” gives people a chance to opt out without making it a big deal.
- Make the ask specific. “Could I feature your business in Thursday's member spotlight?” is much easier to answer than “Would you be up for being featured?” The clearer the ask, the easier it is for someone to say yes.
- Pick the right moment. Just landed a big client? Celebrating a business anniversary? Won an award? That's a natural moment to ask if they'd be open to sharing their story. People are generally more excited to talk about their work when there's something worth celebrating.
- Give something back. Tag their business, send them the photos, share the finished post, or give them a link they can use themselves. If you're asking someone to share their story, make sure they get something useful out of it, too.
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Capture in batches, not on demand Instead of asking members for photos and testimonials every time you need something, set aside a few hours every few months to capture a bunch at once. Get a few members involved, take some photos and videos, and ask a few questions while you’re together. You’ll have plenty to use over the following weeks, and members won’t feel like you’re constantly asking them for something. Once you've got the material, keep it somewhere you can actually find it. We covered how to set that up in Build Your Space's Photo & Video Bank, from folder structure to tagging, so the shot you need is never buried across three devices and four folders. |
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One thing before you repost: know when you actually need to ask |
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Before you repost a photo of a member, take a second to think about how you’re using it and who is featured. Rules around photos and personal data vary by country, but the basic principle is pretty universal: someone appearing in your content doesn’t automatically mean you can use their image however you want. Usually fine to reshare (legitimate interest): wide shots of events, workshops, or busy community moments where no single person is the focus. Businesses are generally expected to document their own events.
Ask first: close-ups and photos where an individual is clearly the subject. A portrait, someone at their desk, a member's own post you want to repost. Their tag or hashtag isn't a license. Always ask separately: anything you want to use in a paid ad, on a landing page, or in other marketing. Consent to be posted on Instagram is not consent to be turned into an advertisement. That's a separate, explicit yes. One more coworking-specific note: because you're both their workspace provider and the one asking, people can feel subtle pressure to say yes. Make "no" genuinely easy. It protects them and you. |
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Final Thoughts Member advocacy isn’t something you can manufacture on a schedule. Some members will be excited to share their experience, others will be more private, and people will come and go. That’s part of running a coworking community. The goal isn’t to turn your members into a constant source of content. It’s to notice the moments when they’re already talking about your space, give them opportunities to share when they want to, and make it easy to take part without making it feel like a marketing exercise. Some of those moments might bring you a new member. Others might simply show someone what your community is like. Both are valuable. |
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What’s the hardest part of getting members involved in your marketing? Hit reply and tell me. I’d love to explore the trickiest aspects in practice and address them in a future issue. |
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See you in two weeks, and happy coworking! 🥳 |
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Up next in two weeks: "4 Psychology Principles to Apply to Your Coworking Marketing" 🧠|
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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
