Where There’s a Niche, There’s a Way.
Looking beyond social media giants and tapping into niche social networks.
Facebook, Twitter, Instagram, Snapchat- these are the social networking sites that most dominate the internet when it comes to connecting communities of friends and family. However, there are some who find community within the digital walls of lesser known or widely used social networking sites; those of the niche kind. Niche social platforms cater to specific interests and topics of their base community, creating a passionate and outspoken group of individuals. Whether you are a beer connoisseur, a savvy interior designer, a diligent neighbor, or a book lover, there is a site for you to dive deep into your interests and passions. By focusing marketing efforts towards niche social networks, a company can reach an engaged community of people of a common interest directly.
Behind every niche platform there is a particular group of people linked together by a particular set of interests. These communities are built on a foundation of similar passions and connect through interactions that value authenticity and high post engagement. Unlike big social media sites that are generalized, niche platforms are specialized to fit the purpose of their community. To optimize targeted marketing through niche platforms, a company should understand their buyer persona thoroughly and understand how to navigate the platform that best fits their consumer. When a company has a product or service that aligns with the values or interests of a niche network, they can better utilize those networks. Companies have an opportunity to reach out and engage with their target audience on a personal level, more so than on the larger platforms.
Reddit is an example of a social platform, that despite its niche status, is popular and widely used. According to their website, in 2019 Reddit was the fifth most visited site in the United States, with over 430 million active users monthly. Founded in 2009, the platform revolves around community conversations about a wide range of topics, curated by the users themselves. A user can post content about any topic on a thread that others can comment on and vote up or down to express their interest. Sub-communities called “subreddits” host conversations revolving around very specific interests, forming individual niches within the platform. Companies can advertise on Reddit through their “promoted” posts, standard link or text ads. In addition, brands can host an AMA or “Ask Me Anything” thread on Reddit as a more unique and organic way of promotion. These AMAs serve as informal question and answer sessions, usually with industry leaders or specialists, that companies or influencers can use to interact and engage with audiences on a personal level. With such a diverse range of users on Reddit, you don’t find your target audience, your target audience finds you.
One company who has utilized Reddit for promotional purposes is the beauty company, L’Oreal. In 2017 they partnered with Reddit to promote their “ La Roche-Posay Effaclar ” product line campaign in an AMA session. During their AMA session, L’Oreal teamed up with a board-certified dermatologist to offer insights into skincare and acne prevention. They chose to have a beauty industry specialist represent their brand in facilitating a Q&A about the topic their brand’s audience cares about most, their skincare. In addition, the company created a Reddit post asking users what was their best skincare advice they’d ever received. In doing so, they were able to gain genuine insight into their customer’s daily skincare routine and what they might look for in skincare products. They could repurpose this user information when creating new products in the future. While the AMA session was a one-time interaction, the beauty company was able to connect with a section of their target audience on an individual level, gain brand awareness, and promote a new product. According to Reddit, L’Oreal lifted their brand awareness by 20%, purchase intent by 9%, and brand favorability by 10% with this one AMA session.
There are also companies who have taken the extra step to engage with their target audience by creating official Reddit pages, where users can follow content they publish themselves. Nintendo of America and the Washington Post are two of these large brands that created their own Reddit pages, both in June of 2017. What does a gaming software company and a media outlet have in common? Both wanted to reach out and connect to their consumers on a direct level. The Washington post connects with their audience offering AMAs with company reporters, verified new updates, and witty responses to posts. Similarly, Nintendo reaches out to their consumers by offering AMAs with their own game developers, posting product updates and providing product support.
There are great marketing opportunities within niche social networking sites, such as Reddit. However, all niche platforms are filled with communities who share a common passion, who want to be heard and want to interact with one another. With this in mind, a company should focus on creating genuine interactions with their audiences on niche platform by engaging in the conversations that matter most to their audience. Where there is a niche, there is an opportunity to find a community that wants to be heard and hear what you have to say.
