Let’s talk about niche, baby

When thinking up a social media strategy for your company, what comes to mind first? Utilizing the big platforms: Facebook, Instagram, Twitter, etc. That’s where you think you’d reach the biggest audience right? Well think again. The big social media platforms are good to get your name out to people that may not have been thinking of your product or realize your brand exists but what if there was a way to be seen by a more targeted audience? Enter: niche social media platforms.

Niche social media platforms give an individual a break from the “noise” of big platforms; they can find a network of people who share the same common interests as they do. These platforms are there specifically for those that want to be there and create a safe space for people to open up. To utilize niche platforms, its best to think of what you buyer persona will be. This allows you to understand your target audience and the best way to find them. From there you can decide which niche platform would work well with what you want to achieve.

Still not convinced this would benefit your brand? Let’s take a look at how certain niche platforms have worked. Let’s introduce the new kid on the block: Clubhouse. I was first introduced to Clubhouse through a music industry Facebook group. Clubhouse is a social platform consisting solely on audio conversations. It allows a user to select topics to follow and it’ll show you other users that are interested in the similar topics. Once you establish your interests, you will get “rooms” where you can join the conversation. Now how would this benefit an artist to promote their music?

Not only is it a platform solely based on audio conversations, it is also exclusive. Right now, Clubhouse is an invite-only platform. This means that it makes it easier to connect with those in your industry. Whether that’s entering a room and connecting with the audience or creating your own room and connecting with those that join. The more you interact on the platform, the easier it is to grow your following.

Niche platforms allow a brand to directly engage with their target audience. This allows your brand to use more organic content whereas on larger platforms you would have to utilize more sponsored posts to reach your audience. Overall when a brand utilizes niche platforms correctly, the outcome can be beneficial.

Sources:

Simonnet, Roxanne. “The Importance of Niche Social Media Channels.” Envano, 16 Sept. 2019, www.envano.com/2017/12/importance-of-niche-social-media-channels/.

Garcia, Albizu. “3 Reasons to Pay Attention to Niche Social Networks.” Entrepreneur, 23 Sept. 2019, www.entrepreneur.com/article/339532.

Stelzner, Michael. “Clubhouse App for Business: What Marketers Need to Know : Social Media Examiner.” Social Media Examiner Main Page, 4 Feb. 2021, www.socialmediaexaminer.com/clubhouse-app-for-business-what-marketers-need-to-know/.

Heaslip, Emily. “What Is Clubhouse and How Are Some Businesses Using It?” Https://Www.uschamber.com/Co, 4 Feb. 2021, www.uschamber.com/co/grow/marketing/clubhouse-app-explainer.