Thought Paper 2
The Oxford English Dictionary defines the word “niche” as “a place or position suited to or intended for the character…of a person or thing” (Oxford English Dictionary). That definition is suitable for describing the word’s application in the social media world as well. Social media provides marketers with data that helps guide their understanding of who their audience is, what they desire, and what their interests are. This information can pinpoint a brand’s niche, or where the company fits in the market.
Traditional media forced marketers to advertise to everyone. With billboards, tv ads, and radio announcements it was much harder for a message to find its intended audience than it is today with the analytics that social and digital marketing provide. Marketing to the exact individuals that are interested in a certain category, or have a particular need, is much more effective. Many companies partake in audience segmentation. This is where they classify individuals based on different metrics to find which audience they should be targeting. Niche social media platforms are geared towards a distinct category (Fredberg, 2022). Some of these platforms may be small, but they are mighty when used correctly (Blitch).
Focusing on niche platforms can benefit a social strategy because the platforms, by nature, are filled with individuals in that target audience — film enthusiasts are going to be on a movie reviewing platform, a mileage tracking app is going to have marathon runners, etc. Platforms like these, simplify the process of finding and connecting with the audience you are searching for (Hyder, 2021). For example, if a marketer’s goal is to reach homeowners, they might choose to use a platform like Nextdoor. It is more effective to reach a smaller number of individuals in your target audience, than a huge number of people who have no interest in the topic (Fredberg, 2022). As writer/blogger Leandra Medine said, “Don’t try to be something for everyone, just be everything for someone.” Additionally, larger platforms like Facebook and Instagram have a non-stop stream of content that can make it difficult for your content to make it through the noise (Hyder, 2021). Whereas, on smaller/more specific platforms the content for a particular category is more easily accessible, and will find those users more quickly.
“Don’t try to be something for everyone, just be everything for someone.”
Social media is filled with different niches. Instagram, for example, is not even a niche platform but there are hundreds of niches within the application itself (Beauty, fashion, cooking, interior design, etc). On the other hand, there are also platforms solely dedicated to a particular niche like Goodreads — an app for avid readers and book lovers. One influencer I follow on Instagram, @emmaleger, saw the benefit of niche platforms and launched her own called The Scout App in May 2022. The app was created as a platform for influencers to share and find locations to take photos at. In June 2022, the app had 13,000 influencers enrolled (Bain, 2022). Users could pay to unlock photo locations, and post their own. Influencers are constantly creating content and looking for new photographic places to shoot that content. The app was a platform where they could both find new locations in their hometowns (and on vacations), and be financially compensated for sharing their own spots. I do not believe that the platform is still functioning. However, it is a great example of someone identifying a niche and creating a platform that caters to it. In The Scout App’s case, the niche was influencers.
An influencer utilizing a niche platform well is @haleyivers. Haley Ivers is a fashion influencer with over 77,000 followers on Instagram. She uses the LTK platform to monetize her clothing recommendations, and help her followers find the pieces she posts so they can purchase them. LTK allows users to find clothing inspiration, and exact outfit pieces, with ease. The platform is geared towards those in the fashion influencer niche, and people who enjoy clothes shopping. Haley includes the LTK link in her Instagram biography so that when Haley posts a photo, users can easily click the url at the top of her Instagram and it will direct them to the LTK platform. From the LTK app, users have access to all the outfit pieces linked there — with photos for reference. Occasionally, she will also link to LTK in her Instagram stories.
Lastly, the social media landscape can feel infinite and overwhelming at times. Niche platforms provide a more tailored experience to internet and app users. They can also create a sense of community — one of the main goals for marketing managers. As we know, customers are more likely to stay loyal to companies that they feel they have a relationship with. When leveraged correctly, organizations can utilize niche platforms to build a community around their brand, and strong relationships with their consumers. This ultimately leads to more customers, lasting customers, and larger ROIs on social campaigns. At the end of the day, companies with strong communities experience positive sentiments towards the brand as a whole.
References:
Bain, P. (2022, June 16). Influencer marketing has a location scouting problem. The Scout App Wants to change that. Marketing Brew. https://www.marketingbrew.com/stories/2022/06/16/influencer-marketing-has-a-location-scouting-problem-the-scout-app-wants-to-change-that
Blitch, K. Niche Platforms [Video recording]. University of Florida. https://mediasite.video.ufl.edu/Mediasite/Play/e97fa36117ca4561bfb48586b38e9b691d
Clegg, S. (n.d.) 6 things small businesses should know about niche sites and online communities. Convert With Content. https://convertwithcontent.com/6-small-businesses-niche-sites-online-communities/
Fittipaldi, J. (n.d.). This year will mark the rise of the digital niche communities for brands. Advertising Week. https://advertisingweek.com/this-year-will-mark-the-rise-of-the-digital-niche-communities-for-brands/
Fredberg, K. (2022). Social Media for Strategic Communication (2nd ed.). SAGE Publishing
Hyder, S. (July 14, 2021). Why niche communities are the future of social media marketing. Inc. https://www.inc.com/shama-hyder/why-niche-communities-are-future-of-social-media-marketing.html
Medine. L. (n.d.). Goodreads. https://www.goodreads.com/quotes/7689966-don-t-try-to-be-something-for-everyone-just-be-everything
Montgomery, E. (July 6, 2022). 5 Useful Niche Social Networks For Professional Industries. Three Girls Media. https://www.threegirlsmedia.com/2022/07/06/5-useful-niche-social-networks-for-professional-industries-2/
Oxford English Dictionary. (n.d.). Niche. In Oed.com dictionary. Retrieved September 17, 2023, from https://www.oed.com/search/dictionary/?scope=Entries&q=niche
The Scout App [@justscoutit]. (2022, August 17) “and it’s all at the touch of your fingertips 🫶📱 [Photograph]. Instagram. https://www.instagram.com/p/ChYa7Bbph_D/?hl=en