Niche social networks are consolidated as an alternative to the ‘noise’ of generalist ones

The premise that supports these networks is clear: provide a digital space where relevance takes precedence over quantitywhere users are not exposed to a sea of ​​irrelevant information, but instead find content, products and conversations that directly resonate with their passions or needs. “This may seem obvious, but it is fundamental and, sometimes, it is forgotten: social networks are spaces created and controlled by people, and they must attract those who are interested in actively participating,” says the director of the Master in Community Management : Company 4.0 and Social Networks from IEBS, Laura Vázquez Viaño.

Furthermore, in the current moment, where there is an overload of information and every time we open a general social network (not a vertical one), we are bombarded by endless stimuli. For example, Meta mentions that, every second, about 300 brands or friends try to catch our attention. This is impossible to manage effectively as users. Therefore, algorithms, in theory, are designed to help us, selecting the most relevant content for us.

In general, niche social networks should not be seen so much as a channel to increase the community in quantitative terms, but as an opportunity to improve its quality. As Sheila Martín, Head of Social Media at the Marketing Paradise agency, explains, “these platforms almost always require a new approach, in part because their functionalities and formats are very different from those of generalist networks. Even so, the level of ‘engagement’ they generate tends to be higherwhich makes them a very interesting strategic option because users really share interests aligned with the objectives and values ​​of the brand and build lasting relationships with an audience that truly matters.

So what factors can guarantee its sustainability in the long term? From Marketing Paradise they clarify that they are especially useful for promoting ‘brand awareness’, thanks to the proximity they offer with these specialized audiences. The advantages they offer include access to users already segmented by a specific interest, which facilitates offer of highly specific products or services. This allows you to reach new customers with less advertising investment. In addition, they offer the possibility of establishing direct contact to build user loyalty, and receive valuable opinions to monitor and improve the brand. They also increase online presence among quality users, promoting more productive and profitable interactions.

Keys to success

“Success will depend on how they decide to position themselves: if they act as another user or in a corporate manner, and if they are present continuously or only at specific milestones,” says Sheila Martín. Knowing the target of that niche well and knowing the social network very well, doing prior research and immersion work in the platform you need to use it, respecting the codes of the community that is already on it, is essential to connect. “Once we have this, another important part is to integrate this channel into a global digital strategy in which it feeds back to other channels such as email marketing, SEO and even horizontal social networks.”

There is a demand for much more personalized, much more focused, more specialized experiences that reduce the ‘noise’ that we sometimes find in general social networks, where many of the topics may be irrelevant to certain users, says Laura Vázquez.

Companies and startups

More focused on the business world, a clear example in Spain is B-Matcha newly emerged platform that connects, at the moment, 130 companies with like-minded startups. According to Albert Soro, head of entrepreneurship at Cebek, the Vizcaya business association, the idea arises from the need to connect, on the one hand, consolidated companies that, due to their daily operational load, do not have time or resources to filter and address commercial proposals from smaller companies with startups that need concrete opportunities to sell, grow and establish business relationships, but that often face barriers to accessing these large companies. “Our differential value lies in the fact that we know first-hand the business fabric, thanks to the 125 years of history of the employers’ association, and we understand what they need, how they need it and when,” explains Soro.

Unlike platforms like LinkedIn, which is open to the entire business world and where the CEO of a company can receive dozens of business requests from strangers, with the difficulty that comes with managing them, B-Match focuses on something more specific and personalized. “We dug deep to understand how much they can take on and who they should target. We even guide them in this process, connecting them with specific companies that really fit their needs. This support allows us to generate a first contextualized and quality meeting, where both parties know exactly what they are facing.

Platforms such as Strava for athletes, Moterus for two-wheeled lovers, Wikiloc for hikers, FilmAffinity and IMDb. that revolve around cinema, or Wallapop, focused on sustainability and reuse, stand out for attracting very specific communities. In the tourism field, networks such as Tripadvisor or Minube promote connections between travelers and personalized recommendations. The technological world has also grown significantly, especially among the ‘gaming’ community with Twitch or Wipley consolidating themselves as spaces where young people, although not exclusively them, interact.

Furthermore, the role of opinion leaders or influencers in this type of networks is key. Through collaborations, brands can amplify their message in a more authentic and effective way. But again, it is crucial to understand the format and the world of the platform well. «If we do not understand the type of content that is expected or we do not know the codes of the platform, we will be lost. Each social network has its own narratives and forms of behavior. If, for example, we enter Twitch with content that does not conform to the format, users will notice it and react. It’s as if they were telling us: “What are you doing here if you don’t fit in?” Vázquez points out.