Social platform after social platform! There seems to be a new social platform popping out of nowhere every day. Like, how are these people coming up with new platforms in what seems like minutes?
However they are doing it, some are actually useful.
Now, I know when you hear about social media platforms, your mind probably thinks of the popular ones like Instagram, Facebook, Twitter, Pinterest, etc.
Even though those are great, there are other social platforms that are available that could benefit your brand’s social strategy.
Nonetheless, today we are going to focus on niche platforms and how focusing on them can benefit your social strategy.
Before we get into the benefits, however, let’s be clear on what is a niche platform.
What Are Niche Platforms?
Niche platforms are defined as social networks that target a particular segment of the audience.
In other words, niche platforms allow users to connect with like-minded individuals who share the same hobbies and interests.
They provide a space for an online community to engage and discuss a specific topic or share about an industry.
With that said, here are three benefits to using a niche platform for your brand’s social strategy.
Connect Directly With Your Audience
One main benefit of using a niche platform for your brand’s social strategy is being able to connect directly with your audience.
Yes, you can reach your audience on the popular social media channels; however, you have to swift through the crowd to get to them.
The niche platforms often focus on a very specific target group, and once you combine your marketing strategy with the platform, you can talk straight to your audience.
Plus, with the niche social platforms, you can just focus on the content rather than finding the audience because the audience is already there.
Building a Strong Community
Incorporating niche platforms in your social strategy also helps to build a solid online community for your brand.
Considering that niche platforms capture a very specific audience, you can easily create a following of consumers who already share interests and values that are relevant to your brand.
This would be highly beneficial to the brand as a whole because it creates valuable brand advocates who can help bring others to your brand.
Not to mention, these brand advocates typically spend twice as much as an average shopper.
Plus, it can also help you to understand your audiences’ needs and wants.
In addition, having a niche platform incorporated into your social strategy leads to an increase in conversions.
Niche platforms are effective because they can actually help brands to attain a higher return on investment than larger social media platforms.
Basically, if you know the audience on the niche platform is interested in something that your brand offers, you can use this to your advantage to get them to convert to consumers.
Still need a bit more convincing? Take a look at these examples below of brands that use niche platforms effectively.
Baby Blues x Peanut
One brand that does a great job using a niche platform in its social strategy is Baby Blues. The brand offer vitamins and supplements for moms. They are currently using the Peanut niche platform to connect with their audience.
Peanut is a niche platform dedicated to women who are going through any of the stages of motherhood, including pregnancy, fertility, motherhood, menopause, and more.
Women use the app to connect, listen, and share information and valuable advice with others who are dealing with similar situations.
Baby Blues effectively uses the Peanut platform to reach its target audience where they are and build a deeper relationship.
Benjamin Moore x Houzz
Another brand that uses niche platforms in its social strategy is Benjamin Moore, which is a paint company. The brand effectively uses the Houzz niche platform to connect directly with its audience.
Houzz is a niche platform that connects homeowners with professionals, decorating or remodeling ideas, products, other homeowners, and more.
Benjamin Moore uses the platform as a way to understand its consumers and build a community by posting educational blogs.
Nike x Twitch
This example may come as a surprise, but yes, Nike is using the niche platform Twitch to connect with its target audience. Nike is one of the world’s most popular athletic footwear and clothing brands.
The brand uses Twitch, which is an interactive live streaming platform focusing on gaming, entertainment, sports, music content, to reach its audience.
Considering that Twitch’s specific target group consists of well-educated and interactive men between the ages of 18 and 34, Nike uses the platform to announce new products and connect with its consumers.
In fact, Nike exclusively debuted a new sneaker on Twitch back in 2019.
With that said, you should be running to look for niche platforms to use in your social strategy. You have nothing to lose, right?