June 12, 2023
For a long time, social media was dominated by a few big players: Facebook, Instagram, and Twitter. Now, however, there are more ways than ever for content creators to share their work with the world. As entrepreneurs (like me 😀) realized that these platforms don’t serve the best interests of creators, niche platforms have popped up that prioritize creators and their goals.
Niche platforms are designed for a specific audience, such as a particular hobby, profession, or interest, and tend to align audience and creator around a particular topic. Unlike broad-based social media platforms that host a myriad of content, these platforms focus on a particular niche, creating a concentrated pool of individuals passionate about the same subject. This can be a great way for creators to discover and connect with an audience that is already interested in their domain.
Embracing a niche platform is a nuanced decision, where strategic thinking and a keen understanding of one's audience are just as important as the content itself. With full-time creators using an average of only 3.4 channels to disseminate their work, balancing workload and maximizing effectiveness is crucial. Creators who shoot for audiences on every platform can stretch themselves thin, leading to burnout and impairing their content. Therefore, creators should thoughtfully consider niche platforms and weigh them against general platforms.
The idea behind niche platforms isn’t particularly new, as LinkedIn has catered to professionals and Pinterest has catered to arts for as long as Facebook has catered to the general populace. However, more and more platforms are sprouting up around niches that are more and more specific. While Twitch focuses on gaming, Vibely focuses on physical wellness, and I don’t have to spell out what OnlyFans’ focus is. Nonetheless, all of these platforms empower creators.
An ongoing challenge for any content creator is finding and connecting with their target audience. Niche platforms inherently make this task easier by providing a direct channel to people who share the same interests. Two-thirds of social media users join online communities to "connect with people who have similar interests." By posting content on a platform dedicated to your niche, you directly cater to the motivations of that platform’s users, making it easier to foster audience discovery and engagement.
This can help you to improve audience discovery and engagement, as people who are actively seeking specific content are more likely to engage with it. Since they are going out of their way, off traditional platforms and onto the niche platform, they are more likely to be actively engaged. This does mean you may be limited in the total reach, as a niche platform will never surpass TikTok for the highest potential reach, but each user you reach will be more receptive to and energized by your content.
One of the most intriguing advantages of a niche platform lies in the potential depth of engagement. On a niche platform, your audience likely already has a foundational understanding of the subject matter. This baseline knowledge opens up the opportunity for you to focus on sharing unique perspectives and deeper insights instead of providing basic explanations. You’re given the space to explore your subject matter more profoundly and connect with your audience in a way that would be impossible on broader platforms.
This is particularly evident with platforms that have an educational focus. Without having to do much ground-level explaining, creators, or edu-creators in this case, can take more liberties with regard to their assumptions about their audience's existing understandings of the topic. Instead of re-explaining topics, creators can engage deeper by taking the next step with their audience. This not only benefits the audience by getting a more comprehensive and advanced understanding of the topic, but it can also be significantly more fulfilling and stimulating for the creator.
When it comes to online content, consistency and reliability play a vital role in building and maintaining an audience. Niche platforms, by their very nature, offer a level of consistency to the audience by acknowledging that the content will revolve around their interests.
People often refer to different pockets of Twitter as if they’re completely different apps, as user behavior in those pockets does vary drastically. User interaction on “politics Twitter” is completely different from what you would expect on “sports Twitter.” Part of this is defined by the users engaging in that subsection, while part of it is defined by the subject matter. “Sports Twitter” is understandably irreverent, while the best word I have to describe “politics Twitter” is “angry.” With a niche platform, interaction tends to follow more consistent patterns. Both the subject matter and the user goals are more homogenous, so users and creators both know what to expect when they launch a niche platform.
We may or may not have mentioned it already (we definitely did, at least twice), but people attracted to niche platforms will be of similar mindsets and ambitions. For creators, this may benefit their audience building efforts, but it will also help them open doors for creator collaboration.
A content creator’s journey doesn’t have to be a solitary one. Collaborations can play a significant role in expanding your audience, bringing fresh perspectives to your content, and lightening your workload. Operating within a niche platform makes it easier for other like-minded creators to discover your work and reach out for collaboration. The platform’s creators can create a close-knit community that fosters creativity and growth among each other.
Niche platforms tend to be much more expressive about their values and goals. So, if you’re on one of these platforms, people will understand that your values and content align with those of the platform. This will help you build trust with your audience as your content meets their expectations.
We can use Sute to illustrate this example. At Sute, we are committed to personal growth. This means our platform's goal is to empower creators and members to grow their business, their career, and their wealth in the setting of collaborative, engaged, vibrant, and motivated communities. But these fields, despite being more specific than general platforms, are just the broad strokes of what we offer. Here are some examples of the even more niche communities we’re committed to building:
As you can see, there are far more possibilities for the content you find on niche platforms than what it might seem like on the surface. However, the commonality is that all of these communities are committed to helping each other, audience and creator, achieve success in their personal and professional growth journeys.
If you’re aligned with our goals, you’ll find an audience that is too. Apply now to partner with us!
If you are a content creator, even if you’re outside our focus of personal growth, I encourage you to consider using niche platforms. They can be a great way to reach a specific audience, build trust, collaborate with other creators, and engage with your audience at a deeper level.
The job’s not done! Like any new venture for a creator, merely adopting a niche platform does not guarantee success.
To learn more about successfully growing your audience, download our free Creator Success Guide!
By following these tips, you can use niche platforms to grow your audience and reach your target market.
If you’re an edu-creator focused on personal finance, entrepreneurship, or career development, we encourage you to apply now to launch your community with Sute!