The concept of “niche” is central to marketing and publishing. A niche publication zooms in on one unique topic. On Issuu, you can see an array of niche publications about everything from fine cooking to weddings.
When entrepreneurial marketers talk about “niching down,” they’re talking about a business strategy that seeks to enter small, targeted markets. Instead of advertising to everyone, niche marketers focus on unique niche opportunities.
Fortunately, the social media landscape offers many ways to niche into a market. From Issuu to YouTube. Facebook to Instagram. And a host of other, true niche platforms like NextDoor. These networks offer powerful advertising platforms and highly targeted campaigns. If you’re a marketing lead at an innovative new startup or a hip new publication, you probably don’t have an enterprise marketing budget. But you need to gain traction.
In a world that’s getting more digital every day, it’s smart thinking to target a niche audience on social media.
The good news is every major social platform offers a rich portfolio of targeting options so you can get your name in front of the right people. In 2020, that means Facebook, Instagram, Twitter, YouTube, LinkedIn, Pinterest, TikTok, and a few others all offer deep niche marketing capabilities. If you have a good profile of the people you want to reach — such as specific data on age, gender, geographical locations, and the like — your next decision is easy. To get more content on social!
But first, pay careful attention about how you’re deploying your content across the social media landscape. Twitter tends to be more text-driven. Instagram is visual. So is Pinterest. Obviously, YouTube is all video.
The implication is you’ll want to tailor your content to fit each platform.
Happiful Magazine is on a mission to create a healthier, happier, more sustainable society. They do so by providing informative, inspiring and topical stories about mental health and wellbeing. Their mission and their audience are in tune. They knew what niche audience or content they wanted to target, and they appealed to them through their content and social platforms.
In May, for example, they’re featuring stories on being in the moment, being a good neighbor, and hacks to ward off brain fog. And you can see their style that Instagram provides them makes their content visually connect with their content.
They utilize this through their various platforms, like their issues that are available on Issuu. And they have a significant social media footprint, with more than 30K fans and followers across Instagram, Twitter, and Facebook.
You can see how Happiful modifies their approach across channels.
Their Instagram page is filled with images to inspire. On Twitter, however, their posts are more descriptive and text-driven. In both instances, it’s notable how well their content maps to their mission.
You don’t need to be like Happiful right from the start. The good news is once you’ve built a following on one social media platform, it’s a lot easier to generate traction on subsequent channels. We’ve blogged about the importance of authenticity for social media success and the value of passion in creating killer content. You can be yourself.
Now, go do it. You have a devoted following of people who are interested in exactly what you’re offering. Your only limit is your capacity to connect.
Connecting content to people, the Issuu Blog seeks to cover the topics of interest to our community—from tips to trends to best practices. See how Issuu can transform a single PDF into a high-quality campaign that connects on Facebook, Instagram, and across the Web.