Finding Your Niche and Your People
An overcrowded market
Throughout the years, popular social media sites such as Facebook, Instagram and Twitter have become highly concentrated. Companies looking to reach their customers on these platforms have gotten lost in the algorithm, with an influx of millions of daily visitors sharing their thoughts and posting photos.
For starters, it’s important to know who your customers are. When it comes to starting a business or developing a new product or service, every company has a specific customer in mind. Sometimes, the target audience for that company gets to be too broad, and you find yourself struggling to find the crowd that’s right for you. Secondly, it’s also important to be where your customers are. Of course companies want to be on the major social media platforms because of the numbers, but because of that same reason, it’s become increasingly hard to stand out in the crowd. Whether it’s because your ad or post gets lost in the feed and isn’t seen by everyone, or because it’s hard to interact with all of the comments and messages that come flying in — sometimes the major social media sites aren’t the best fit for your company.
Why not try a niche platform?
If you’re having trouble trying to find the right customers for your company, or are trying to find a place to better connect with your customers, maybe you should focus on marketing on a niche platform.
Niche marketing is an advertising strategy that focuses on a unique target market. Instead of marketing to everyone who could benefit from a product or service, this strategy focuses exclusively on one group — a niche market — or demographic of potential customers who would most benefit from the offerings.
- KIM KOSAKA, Alexa Blog
You might be asking yourself, “what is a niche platform?” — A niche platform is a place on the web that is geared towards a specific interest or topic, where people can connect with and meet people who share the same interest.
It would be beneficial for a company to be active on these types of sites because a company can interact on a more personal level with people who would have an interest in your brand, product, or service. According to Stephanie Frasco of Convert with Content, “Your conversion rates will be higher, the more targeted your audience is… with all the other static and noise in these large networks, your message might get lost.” Because there is not as many active daily users on these sites, companies can target and interact with these customers in a more direct, personal way, compared to how they could on Facebook or Instagram.
For an example, after doing some research, I discovered DisFriends — a social media site that connected people who share a love for Disney. On this site, people were able to share experiences and stories, share tips and tricks, and talk about their favorite characters, movies, and attractions. Trent Shwartz, the founder of this website, says, “I wanted to create a special place where people who appreciate the magic of Disney are able to come together to have fun and inspire one another.” Unfortunately DisFriends no longer exists, but if I were The Walt Disney Company, I would have definitely been on this site — connecting with the members, taking part in their conversations, and building a relationship with them. This would have strengthened the bond between the Disney Lovers and The Walt Disney Company themselves, and made the audience even more dedicated to this company.
Influencers Getting Involved
When it comes to companies or influencers that use niche platforms, I have noticed firsthand that Daymond John, best known as being a ‘shark’ on ABC’s Shark Tank, actively uses Clubhouse. For those who don’t know what Clubhouse is, according to Mashable, “Clubhouse is an audio-based social media app that allows its users to talk, tell stories, develop ideas, deepen friendships, and meet interesting new people around the world.”
I got a notification that Daymond was speaking on Clubhouse, and when I opened it, Daymond was having a conversation about how to be successful in business. He was interacting with the members in the ‘room’ — answering questions and sharing advice. It felt like I was eavesdropping on a phone call, but it was pretty cool. I felt connected to him, and I feel like his presence on this app is beneficial to himself, as a brand, and to the members of the Clubhouse room that were looking for career advice.
Stop overthinking it
All in all, niche platforms are super beneficial for companies who want to engage with their customers, have a stronger, more personal relationship with them, and to target and find more people who might be interest in their products or services based on their specific interests. These niche markets are a community of people who like the same things, who meet people who understand them and enjoy what they enjoy. There is no harm in being present and active on these niche platforms! As a company, you are able to see what is being said, and take part in the conversations. The customers want to be interacted with. They want to feel seen and heard.
Don’t wonder if this is the right thing for your company. Make an account. Start joining the conversations.
