What makes Niche Platforms Special?
A niche platform is a social media network site that focuses on a specific interest group or demographic. They have a small, targeted audience, a highly engaged community, individuals who want to be there, relevant content, and a passionate audience Blitch.K.2021.Niche.Platforms. There are several benefits to focusing on a niche platform from a social strategy. Organizations use niche platforms to market unique products. The more targeted your audience is, the higher your conversation rates will be, meaning generating more sales Frasco.2013.ConvertwithContent.
Additionally, conversations tend to be more authentic because the audience doesn’t have to pretend to be someone they are not. To ensure inappropriate language is minimized or prohibited, sites are closely monitored. “The benefit of niche social networks is that they allow people to find others with the same specific interests.” McHugh.2018.Will.Niche.Social.Networks.Save.Us. For example, I can join a niche platform that focuses on Yoga rather than joining a social network site such as Facebook, Instagram, or Twitter. Organizations understand this concept and use it in their market strategy to reach their target audience. It allows you to communicate with your audience on a subject or product of shared interest, and your message doesn’t get lost as it can on larger platforms.
Let’s use YogaBurn as an example of a brand or influencer that uses a niche platform and does it well. YogaBurn, operated by Zoe Bray-Cotton, an experienced yoga fitness teacher who’s doing well with selling at-home yoga programs, fitness products, nutritional supplements, and more. Her target audience is women. She uses large platforms to reach a broad audience, which is ideal since Yoga is a popular meditation practice, to draw them to her niche platform.
This is a great marketing strategy. Zoe has over 1.9 million Facebook followers, 525k Instagram followers, and 105k YouTube followers. Her social media page received high recognition in an article titled, ‘These 8 Yoga Pages are killing it on Social Media.‘ She provides a wealth of information on yoga by posting videos, links with tips, and fitness advice. There are fitness challenges to engage followers. She markets her products at affordable prices. What I find interesting about this brand is how she uses a large platform to drive traffic to her niche platform.
Her home page is simple, clean, and easy to read without a lot of distractions. There’s a brief description of Yoga Burn and how it works along with a bio of herself. She offers two of her most popular fitness products at affordable prices. Under the menu bar, is a variety of information on fitness programs, nutritional support, and fitness accessories. There’s a blog for followers to engage about fitness challenges, product ratings, and success stories. Overall, she does a great job of her marketing strategies. Her ability to engage with her target audience on social media is why her business is successful.
