Creating Powerful, Thriving Digital Communities: Josh Liljenquist of Joshlilj On How To Cultivate Connection & Community In A Click-to-Connect World
My hope is that the connection continues beyond a video and encourages them to notice someone in their own life who could use support, too.
In our digital age, it’s easier than ever to click “connect” — but much harder to create real connection. As more of our social and professional lives move online, the challenge becomes building meaningful communities that go beyond likes, follows, and shares. What does it take to cultivate thriving digital communities where people feel seen, heard, and supported? In this interview series, we are talking to community builders, digital strategists, tech founders, social media experts, and anyone who is creating powerful, thriving online spaces, and digital communities. We want to explore how to cultivate connection and community in a click-to-connect world, and what it really takes to build digital spaces where people can truly thrive. As a part of this series I had the pleasure of interviewing Josh Liljenquist.
Josh Liljenquist, known online as Joshlilj, is a Minnesota-based digital creator who brings people together through stories of kindness and community support. Through videos featuring individuals, families, and small businesses, he creates opportunities for viewers to participate in fundraising, practical assistance, and everyday acts of generosity. Guided by his message, “Live to Love,” his work shows how hearing someone’s story can inspire people to help someone they have never met.
Thank you so much for joining us in this interview series! Our readers would love to get to know you a bit better. Can you tell us a bit about your background and how you grew up?
I grew up in Fairmont, a small town in southern Minnesota, and my family had a huge influence on who I became. My mom, Julie, adopted children, and our family also welcomed exchange students and people who needed a place to stay. My older brother, Jacob, and I learned to share our space, our belongings, and our parents’ attention. That wasn’t always easy as a kid, but looking back, it taught me that caring about someone sometimes means making room for them in your own life. My dad, Trent, taught me a lot about being there for people. He worked about two hours away and would make the drive home to be at our sporting events. He also used his skills in heating and cooling to help people who couldn’t afford repairs. My grandpa Lee gave free haircuts to people who needed them, and my grandpa Tom helped struggling families get their heat back on. I grew up watching my family use whatever they had to help someone else. I also grew up with alpha-1 antitrypsin deficiency and eosinophilic esophagitis, or EoE, and spent a lot of time at Mayo Clinic in Rochester, Minnesota. Going through appointments and procedures affected my whole family. Those experiences have stayed with me, especially when I meet children dealing with medical challenges and the parents doing everything they can to support them. I went on to study communications at Minnesota State University, Mankato, and started creating content in 2019. Today, I share people’s stories and give others a way to get involved and help. My Christian faith is a big part of my life, and “Live to Love” is the message I try to live by. When I think about where that comes from, I think about the examples I grew up with and the people who were there for me.
What inspired you to get involved in building digital communities?
What inspired me was the possibility of bringing people together to help someone. I grew up watching my family look out for the people around them, and social media gave me a way to invite more people into that. By sharing someone’s story, I could help viewers understand what they were going through and give them a way to get involved. One experience that deepened that motivation was my grandpa Tom’s funeral. People shared stories about how he had helped them, including families who needed their heat turned back on. Hearing how much those acts meant to people stayed with me. It made me think about what I wanted to do with the opportunities I had and the kind of relationships I wanted to build. That’s what draws me to building a community online. Someone can watch a video from across the country, connect with the person in it, and decide to help. They might contribute to a fundraiser, support a small business, or share the story with someone who can make a difference. Each person brings something different. I want people to feel that they have a part in this and that their kindness matters. My hope is that the connection continues beyond a video and encourages them to notice someone in their own life who could use support, too.
Was there a moment when you realized the power of authentic online connection? Can you share that story?
Yes. One moment that really stands out is the day James Cowan Jr. and his wife closed on their first home. James was rebuilding his life after decades of addiction and was already in recovery when he came into my life. He cared deeply about helping others, but his own family was facing the possibility of losing their housing. I shared his story and started a fundraiser. People who had never met him came together to help, and that support helped provide the down payment for their home. On the same day they closed, I offered James a full-time job on my team. I had seen his heart for people and wanted to give him the opportunity to keep helping others while earning an income to support his own family. Today, James is my friend and works alongside me. He helps review nominations, connect with families, and support the stories we share. He brings his own life experience to those conversations. That experience showed me how far an online connection can reach. People heard James’s story and chose to become part of what happened next. Their support helped his family find stability, and now he’s helping us reach other people who need support. I get to see that connection continue through the work we do together.
What’s the most important lesson you’ve learned along the way that influences how you operate now?
The biggest lesson I’ve learned is that you have to listen before you decide how to help. Everyone’s situation is different. Even when I relate to part of someone’s story, I still need to understand what matters most to them and what would actually make their life easier. That influences how I approach conversations. I try to give people room to explain what they’re facing, what they want for themselves, and what they feel comfortable sharing. Something like finding housing can also involve questions about employment, transportation, or caring for a family member. Taking time to understand those things helps me think more carefully about the support I can offer. It also reminds me to be clear about what I can do and to follow through on the commitments I make. When someone trusts me with a personal part of their life, I want to handle that trust with care. The same goes for the people who contribute through our community. I want them to understand what their support helped make possible. Listening, being honest, and staying involved are things I try to carry into the work every day.
In your opinion, what defines a thriving digital community?
To me, a thriving digital community is one where people feel they belong and understand how they can contribute. There’s a shared reason for being there, and people care about what happens to one another. For the community around my work, that shared purpose is helping people and encouraging kindness. I want someone watching to feel that they have something to offer. That could be donating, sharing a story, supporting a small business, or using a skill to help someone. There should be room for people to participate in ways that fit their circumstances. I also think a healthy community makes room for honest questions. People should be able to understand what they’re supporting, ask about an update, and be treated with respect. That openness helps people feel comfortable staying involved and makes the connection stronger over time. What I hope for most is that the kindness carries into people’s everyday lives. Someone might watch a story and become more attentive to a neighbor, coworker, or family member who needs support. To me, a thriving community gives people a sense of belonging and encourages them to make that same feeling possible for someone else.
What are some common mistakes people make when trying to build digital communities?
I think one common mistake is assuming that attention automatically creates connection. A popular video can introduce people to your work. You still have to give them a reason to stay involved and understand what they’re becoming part of. Having a clear purpose helps people know what they can expect from you. Another mistake is doing all the talking. It’s easy to get focused on the next thing you want to post and overlook the questions, ideas, or concerns people are sharing. A community needs room for people to contribute to the conversation and feel that someone is listening. People can also make participation feel too narrow. If every invitation is to donate, you can leave out people who care deeply and don’t have money to give. Sharing a story, offering a skill, supporting a local business, or encouraging someone are meaningful ways to participate. I want people to feel welcome whatever they’re able to contribute. Finally, I think people sometimes promise more than they can follow through on because they’re excited or want to help. That can create expectations they aren’t prepared to meet. I try to be thoughtful about what I commit to and keep people informed as things develop. When someone chooses to trust you with their story, time, or support, that deserves care.
I’m going to try a few of your tips, and I’m hopeful our readers will, too. What are your “Five strategies to cultivate a powerful, thriving digital community?’ Please share a story or example for each.
1. A community needs a shared purpose that people can understand and participate in.
For me, that purpose is kindness, so I try to show what it looks like through specific people and actions. At Lotus, a Vietnamese restaurant in Minneapolis that already gave food away, we prepared meals for people experiencing homelessness. The owner later reported increased business and staff tips after the video. That’s an example of how sharing someone’s generosity can create an opportunity for others to support them. My advice is to describe your community’s purpose in one sentence, then recognize people who are putting it into practice. Give your audience something concrete they can appreciate, support, or try themselves.
2. Listen closely enough to understand the practical need.
People are more likely to feel connected when they know you’re paying attention to what matters to them. I try to ask questions that help me understand what would make someone’s everyday life easier. When I met Azeza, who was caring for her son Gigi, she explained the challenges around making her home accessible, getting him to appointments, and paying bills while caring for him. Those details helped us explain what support could make possible. Our community went on to raise more than $600,000 for the family. For someone building a community, I’d suggest asking people what they’re struggling with and what would be useful to them. Their answers can guide the resources you share, the conversations you start, and the help you organize.
3. Give people a clear, manageable way to participate.
When someone feels moved by a story, I want them to understand what they can do next. People have different resources, connections, and abilities, so it helps to offer more than one meaningful way to get involved. When I shared Steven Mills’s story in Kansas, we brought attention to his search for a living kidney donor and connected people with a fundraiser to help with financial pressure. Contributing money and sharing the donor-search information were different ways people could participate. My advice is to make each request specific. Explain what help is needed, provide the relevant link or information, and make the next step easy to understand. Someone should be able to finish reading your post and know how they can contribute.
4. Come back and show people what happened.
When people become invested in someone’s story, updates help them understand how things are developing. I think sharing that progress is an important part of caring for the connection you’ve created. Chuck was an 88-year-old veteran living on the streets when I met him. He needed shelter and safer mobility. Our community raised more than $300,000, and later follow-up documented that he had used the support to buy a condo. Sharing that next chapter helped show what the community’s involvement made possible. For any community builder, I’d recommend returning to the things you’ve asked people to care about. Share what happened, what remains unfinished, and what the next step looks like. Even a simple, honest update gives people a way to stay connected.
5. Give people opportunities to contribute their strengths.
A community can grow stronger when people have meaningful ways to help shape it. I try to recognize the experience and abilities people bring, including things they’ve learned through difficult parts of their own lives. James Cowan Jr. is an example of that. After our community helped his family toward homeownership, I offered him a full-time job on my team. Today, he helps review nominations, connect with families, and support our work. He brings his own experience with recovery and rebuilding his life to those conversations. You can apply that idea at any size. Invite someone to share what they know, help welcome new people, or lead a conversation they care about. Give them a clear role and room to contribute their own ideas. People should have opportunities to help the community become something they’re proud to be part of.
How important is meeting offline, in real life? What is the best way to make that happen? Can you share a story?
I think meeting in person can deepen a connection, especially when you’re doing something meaningful together. Sharing a meal, having a conversation, or helping with a project gives people time to get to know one another. I also think people should feel welcome in a community when distance or circumstances mean they participate online. The best way to bring people together is to start with something they already care about. That could be visiting a local business the community wants to support or volunteering together through an existing organization. Keep the invitation simple, make the time and place clear, and give people an activity they can comfortably join. Having a shared purpose gives the conversation somewhere to start. Lotus in Minneapolis is an example of online interest becoming support in person. I shared a visit where we prepared meals for people experiencing homelessness. The owner later reported increased business and tips after the video. People had a place they could visit and a practical way to support the story they had connected with. That’s the kind of opportunity I would look for. Start with a small group and something useful you can do together. Leave time for people to talk, learn each other’s names, and build relationships they may want to continue afterward.
How do you handle negativity, trolling, or disengagement in a digital space?
I try to pause before responding and ask whether there’s a real concern I can address. If someone has a question, disagrees with an approach, or points out a mistake, I want to hear them out. I may need to explain something better, make a correction, or reconsider a decision. Being open to that is part of earning people’s trust. With trolling or harassment, I think boundaries matter. People should be able to disagree while treating each other with respect. If comments become abusive or target someone whose story we’ve shared, removing those comments or blocking an account can be appropriate. I also try to avoid getting pulled into an argument that brings more unwanted attention to the person being targeted. With disengagement, I try to be curious. People have a lot happening in their lives, and their interests or ability to participate can change. I think it’s useful to look at whether the content still serves the community, whether the purpose is clear, and whether people have easy ways to get involved. A thoughtful update or a question that invites their perspective can help reopen the conversation. I want people to feel welcome whenever they’re ready to take part.
What are some practical strategies for encouraging real interaction, beyond likes and emojis?
I think the best starting point is a question people can answer from their own experience. For a community like mine, that could be, “What’s one act of kindness you still remember?” or “Who in your community quietly helps other people?” Those questions invite a story and give others something they can connect with. I’d also give people a concrete way to contribute. Nominations are one example from my work. People can tell us about someone who could use support, and my team helps review those stories. Their input can help us learn about someone we might never have met otherwise. You can also invite people to suggest a local resource, share a useful skill, or make an introduction. Once someone responds, ask a thoughtful follow-up question. Refer to something specific they said, thank them for a useful suggestion, and give other people room to add their experience. A conversation can grow when someone feels that their contribution received real attention. For personal or sensitive situations, give people a private way to share information. Finally, return to the conversation when there’s something new to share. If someone suggested a resource that helped, acknowledge that contribution with their permission. If people asked what happened next, provide an update. Showing people where their involvement led gives them a meaningful reason to keep participating.
What platforms or tools have you found most effective for cultivating meaningful digital engagement?
Short-form video has been especially valuable for my work. I use TikTok, Instagram, Facebook, YouTube, and Snapchat to share stories. Video lets people hear someone speak in their own words, see their personality, and understand what matters to them. That gives viewers a personal starting point for a connection. Follow-up videos are important, too. They let me return to someone’s story and show what happened afterward. I want people who became invested in a person or family to have opportunities to stay connected as their situation develops. I’ve also used GoFundMe for fundraisers supporting specific people and families. A campaign gives people a clear place to learn about the need and contribute if they want to help financially. Making that next step easy to find matters when someone has just connected with a story. My website, joshliljenquist.com, brings another part of the work together. It gives people a place to explore stories, find updates, and learn how to nominate someone for support. Having that information available helps people get involved in a way that fits them, whether they want to contribute, share a story, or bring someone to our attention.
Are there certain types of content or activities that tend to spark stronger connection in online spaces?
I think people connect strongly with stories that let someone’s personality and values come through. Hearing what a person cares about, what they’re working toward, or how they treat someone else gives people something they can relate to. One moment that stayed with me was when I offered James $500 while he was volunteering at a grocery store. Even though he was struggling financially, he wanted to put that money toward helping others through the nonprofit he was supporting. That small moment showed so much about who he was. I think those details help people understand and care about someone. There’s also a place for joy, humor, and progress. Seeing someone laugh, feel proud of an accomplishment, or reach a milestone can create a strong connection. I want people to get to know the personalities behind the stories and have reasons to celebrate with them. For activities, I like invitations that give people room to share something meaningful. You could ask people to recommend a local business that gives back and explain why they appreciate it, recognize someone who helped them, or share a practical skill with the group. Those contributions can introduce people to each other and give them something to keep talking about.
Success is often a matter of perspective. I’ve always resonated with Henry David Thoreau’s quote, “It’s not what you look at that matters, it’s what you see.” How do you see success — or define success — for yourself now?
Success for me is being able to make a meaningful difference in someone’s life while becoming the person I want to be. In my work, that means seeing help turn into something practical: a family having a stable place to live, a parent getting some breathing room to care for a child, or someone having an opportunity to work and move forward. Those are the things that make the work feel worthwhile to me. I care about growing my platform because reaching more people creates more opportunities to help. It can bring someone’s story to a person who has the resources, knowledge, or connections to make a difference. I want to keep building something that makes those opportunities possible. Success also includes the life I’m building with my wife, Ingrid. I want to be a good husband and someone my family can count on. Being present for the people closest to me matters, and I want to give those relationships the care they deserve. My family gave me examples of what it means to use your time and abilities to help others. My faith and the message “Live to Love” help guide the life I want to lead. I hope that, years from now, my family is proud of the person I’ve been and the people I’ve crossed paths with feel that I brought something good into their lives.
We are very blessed that some of the biggest names in Business, VC funding, Sports, and Entertainment read this column. Is there a person in the world with whom you’d like to have a private breakfast or lunch with, and why? He, she or they might just see this. 🙂
One person I would really enjoy sitting down with is Gary Sinise. I respect the consistency of his service to veterans, first responders, and their families. He has spent decades giving his time to that work, and that kind of commitment means a lot to me. My dad served during Desert Storm, and my grandpa served in Vietnam, so supporting veterans is personal to me. I grew up around people who made helping others part of their everyday lives. That shaped what I admire in someone. I’d love to ask Gary how he has stayed connected to the people he serves while building an organization that can support so many families. How does he listen to what people need? How does he decide where he can be most helpful? And what has kept him committed through the difficult seasons? Those are things I think about as my own work grows. “Live to Love” is something I try to practice through how I treat people and use my platform. I would value the chance to learn from someone who has made service such a lasting part of his life. I think we could have a meaningful conversation about helping people feel cared for and turning that care into something useful.
What is the best way for our readers to further follow your work online?
The best place to start is my website, joshliljenquist.com. You’ll find links to my official social media accounts, stories about the people and communities we’ve supported, and follow-up updates. I share my videos under the name Joshlilj on TikTok, Instagram, Facebook, YouTube, and Snapchat. If you know someone who could use support, you can also submit a nomination through my website. I’d love for readers to follow along and get to know the people behind the videos. My hope is that something they see encourages them to reach out to a neighbor, support a local business, or help someone in their own community. That’s what “Live to Love” means to me: finding ways to care for the people around us.
Thank you for these thought provoking insights. Here’s to your continued success!
Creating Powerful, Thriving Digital Communities: Josh Liljenquist of Joshlilj On How To Cultivate… was originally published in Authority Magazine on Medium, where people are continuing the conversation by highlighting and responding to this story.