The Benefits of a Niche Platform Social Media Strategy
According to MILL for Business, there were approximately 1,518,207,412 websites in the World as of January 2019 with more being created every second. To put this perspective, there are five times more websites in the world than there are passenger cars produced in a year! With that much traffic, niche platforms present an opportunity to separate you from the rest of the pack.
Niche platforms offer a win-win scenario for the consumer, with ease of use and time saved, and companies, with the ability to focus on a target audience. There is a reason why noise is associated with the Internet — traditional high-traffic platforms such as Facebook, Twitter, and Instagram are often described as overwhelming and loud. Whereas niche platforms create an online experience where the like-minded can go without little to no distractions.
Niche platforms may also provide a solution to people who feel overwhelmed by the Internet — seniors, for example, shy away from it altogether. According to Universal-Sci, almost four out of ten seniors without internet do not use it because they find it too difficult to use. By the year 2020, the population of individuals over 60 years old will reach 1 billion. That is a huge demographic of people that are not online albeit fear and/or frustration — niche platforms may be more appealing to this demographic, a virtually untapped market.
Nextdoor is a great example of a niche platform that enables truly local conversations that empower neighbors to build stronger and safer communities. By sharing your name and address you are instantly connected to your neighbors.
Unlike Facebook, Nextdoor provides an environment for locals to act, think and socialize locally — within your neighborhood. The ability to communicate with people literally across the street has its advantages — especially in urgent situations — when a pet is lost, or when life happens and you are in search an honest mechanic, or reviews on the new cafe down the street, and much more. On Nextdoor, you know you are talking to people within your community, not across the country — you can truly relate with each other where, there is something intimate about this platform, which is refreshing.
The benefits of a niche platform in social media strategy provide marketers with the ability to create laser-focused campaigns with a specific and known audience in mind — it leaves little room for guesswork and a whole lot for creative with customized messaging and creative. These platforms speak to their audience — the consumer feels like “this company gets me” which creates a personal connection and when done right, brand loyalty.
Te Bella is a tea company that started with one store in Tampa, FL and grew to four locations and supplies tea to over 100 cafes, restaurants, and hotels. Te Bella is consistent in its price, product, and placement — you will find them in high-end locations, their brand is whimsical, light yet intentional — it speaks to the person who appreciates, if not insists on loose leaf tea, the ritual and process of making it — they are selling an experience to those who have absolutely no problem spending a small fortune for a tiny tin and their niche social media strategy supports every cup of it.
The benefits of niche platforms can not be overstated — if you have the unique opportunity to speak directly to your target audience, clear the path online of noise and obstacles, and create a social media strategy that is clear of clutter — you will draw their attention and the opportunity to gain a loyal ever-growing customer base — what more could you ask for?