Using Niche Social Media to Reach the Target Audiences You’re Going After
Facebook, Twitter, Instagram, and other large-scale social media platforms are a great way for businesses to communicate with large general audiences. Though establishing a presence on these networks is beneficial, it may not cater best to reaching specific, targeted audiences you are seeking interaction with.
That’s where the concept of “niche social media" comes into play. What is niche social media? Simply put: it’s any smaller, more narrowly focused network that seeks to connect people with shared interests within a distinct industry.
For example, Goodreads is a niche social network designed to provide a place for anyone who loves books to discuss them. Readers, authors, librarians, and anyone else that shares this specific interest may join. Here, authors have the chance to directly interact with people they know have either read or have an interest in reading their books. While authors might post a few times per week on their Facebook pages, they’re going to a site like Goodreads to find answers they need from a focused audience.
Another example is Untappd – a niche social platform devoted to all things related to beer. Here, beer aficionados can document and discuss their experiences visiting breweries and trying new beverages. An audience of likeminded individuals can view these posts and interact. While the majority of Untappd’s users are consumers, those who are looking to start their own brewery could use a site like this as a viable market research resource before entering the industry.
You may be wondering now if there’s a niche social network that fits your business’s interests. The easiest way to find out is by searching the internet using general keywords such as “social network for (industry name).”
If you can’t find a niche platform for your industry, using LinkedIn would likely be the next best alternative. Though LinkedIn is a channel used by millions, it still maintains a focus on connecting professionals with one another. There are also thousands of groups that you can join on LinkedIn. Try searching their offerings and see if there is one that could meet your company’s needs.