Editor’s note: We spoke with Yosub Kim, Director of Brand Marketing at Figma, to understand how the company cultivates a thriving user community. This discussion explores what community-led marketing looks like in real life — and the tangible impact it can have on business growth. It’s part of a new series highlighting insights from leading marketing executives, with more interviews on the way. Many brands claim they listen to their audience. Figma actually builds with theirs. Not in a vague, “we read the comments” sense — but in a way where what people make directly influences the product and the marketing that surrounds it. “We want to listen to the people who are in Figma every day, because they have the best feedback for our product,” says Yosub Kim, Director of Brand Marketing at Figma. “And we want to make sure we’re responding in a way that works for both the business and the community.” I met with Kim to discuss how Figma thinks about social media, community, and the feedback loop that connects the two. Key takeawaysBy co-creating with its community, Figma builds a brand that people feel genuinely connected to, which organically fuels advocacy and long-term loyalty.From answering comments to offering direct support, Figma emphasizes one-to-one interactions that deliver great customer experiences and foster trust.By uniting its customers across digital platforms (like LinkedIn and X), local meetups, and large-scale gatherings such as the Config conference, Figma creates a clear path for…