Niche Platforms: The New Wave of Social Media

In the world of social media, it is very easy to get lost in the abundance of technology at your fingertips. As a user of social media, you can spend countless hours on platforms such as Tik Tok and Facebook. You are able to connect with friends and family that you haven’t seen in years and endlessly scroll through thousands of videos a day where complete strangers make you laugh. These platforms changed the world forever but unlike general users of these platforms, big brands and influencers have been struggling to reach their target audiences. Luckily that’s where Nice Platforms come in.

Niche platforms have been able to solve problems for brands as the world of social media increasingly becomes more and more cluttered. In 2020, the number of people who use social media soared to almost 4 billion users. Research has also shown that with the recent cluttered world of social media, 42% of users on Facebook have taken a break from checking the platform entirely. Luckily niche platforms have found a way to narrow down the target audience you want to engage with and have changed the game of social media entirely by creating a subset of a larger target audience for brands.

These smaller subset platforms focus on specific interest groups and demographics. A niche social network can be any interest group such as ping pong athletes, all the way to creative digital designers. Being able to break through the sea of users in main platforms is the only way that I believe companies will be successful in the future because of how one-to-one engagement can be with their audiences. Another large benefit of niche platforms is building brand recognition while still being able to narrow down the target audience you are reaching.

A great example of this is a platform called Songclip. This platform is meant to help users overcome the barrier that prevents most users from using popular music. While they commit to handling music licensing, creators and entrepreneurs are able to seamlessly integrate popular music into their communication strategies. The best part about this niche platform is that they are focused on giving users that would be interested in integrating popular music a chance to have access to all of the current popular music.

Barstool Business

“One bite everybody knows the rules”, is an iconic phrase made up by the Barstool Sports CEO Dave Portnoy. While Barstool is known for many different business ventures, the CEO over the past few years has gone around the country doing pizza reviews. Due to the fact that Barstool is so big, there is a large portion of their target audience that does not care about pizza reviews, so what did they do? Create their own niche platform. They created a OneBite App where every user can leave their own pizza reviews at any pizza place in the country. You are able to see the composite pizza review score from the users as well as a separate Dave Portnoy review if he has reviewed a specific pizza place. One of the most genius niche platforms created.

References:

https://www.envano.com/2017/12/importance-of-niche-social-media-channels/#:~:text=Niche%20platforms%20can%20be%20valuable,share%20your%20interests%20and%20values.

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Jacob LaMotta

Jacob LaMotta

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