Maybe you’re a traveler who’s primarily interested in eco-tourism. Or perhaps you’re a fashion lover who’s fascinated by steampunk styles. Thanks to the Internet, individuals have an easier time finding niche communities built around very specific interests.
This is also good news for brands and marketers who want to market their goods and services to a relatively small subset of the population. By using influencer marketing, you can have an easier time reaching niche communities.
Identifying Your Brand’s Niche Community
In some cases, defining a brand’s niche is a fairly straightforward process, especially after considering the business’s target audience. If your brand focuses exclusively on plus-sized fashion or African-American hair products, for example, you’ve already identified a niche.
By honing in on a niche for your brand, you’ll have an easier time distinguishing yourself from large-scale competitors that have broader target audiences. You can also spend more time, money and effort on marketing your services to a small, passionate community, rather than a large but lukewarm crowd.
Not sure what niche your brand fits in? Ask yourself the following questions to narrow down your target audience:
- Do my products and services appeal mainly to certain age groups?
- Are my customers likely to come from a specific region, state or city?
- Does my brand speak to specific values or interests, such as environmentalism and clean energy?
- Will the price of my brand’s products or services make them inaccessible to individuals of certain income levels?
While these questions are a good start, you’ll likely need to consider other factors as well. A fashion brand can consider the style of its clothing. A boutique publishing house can consider the genre of its titles. A home decor brand can decide to focus on a style, such as modern or bohemian.
Tips for Finding Niche Influencers
It’s common for brands to partner with social media influencers who are experts in their industries and popular with a specific audience. So, by honing in on a niche, you also narrow down your list of potential partners. Here are a few strategies for finding niche influencers on social media.
Look for Micro- and Nano-Influencers
Some of the most popular influencers often cover a broad category or even several categories. Think of an international travel influencer who also offers beauty and wellness content. However, when targeting a niche community, don’t hesitate to work with a micro- or nano-influencer who specializes in a very specific subject. For example, you might find a travel micro-influencer who focuses on tourist destinations in Vermont. That influencer’s audience is likely limited in size, but also very engaged.
Search by Hashtags
Use hashtags to sort through relevant posts on social media platforms. You’ll need to be specific when you’re trying to find posts in a niche community. Instead of searching for #health, try #womenshealth. Instead of #fashion, try #grungefashion.
Take note of which accounts are driving conversations and sharing informative content. You might stumble on an influencer who suits your needs. Or you might come up with an idea for future content.
Use an Influencer Discovery Tool
An Influencer Discovery tool will streamline the search process. You can narrow your search by using tools like keyword and audience demographic filters. Compile a list of social media personalities who fit in your brand’s niche, and then review their profiles until you find the ideal candidate.
Targeting Niche Communities
Even after you find a suitable influencer, you’ll need to take additional steps to engage your niche community. Consider these suggestions.
Keep Up With Trends
Who are the up-and-coming thought leaders in your niche? Are any new products hitting the market? Are new community events on the horizon? Read blogs, listen to podcasts, engage in conversations — do everything you can to stay up to date on the latest news and trends. By doing so, you and your influencer will have an easier time establishing yourselves as credible voices.
Explore Niche Networks
You can find niche communities on the major social media platforms. But, with a little extra effort, you can also find entire apps and platforms specifically dedicated to certain interests.
Some examples of niche networks include the following:
- BakeSpace – A network for bakers to connect and share their favorite creations and recipes
- Barista Exchange – A site where coffee experts discuss the industry and sell equipment
- Artfire – A marketplace for crafting enthusiasts to share their creations
Communities like these provide you with potential space to promote your brand. You can also use them to keep up with trends and find social media influencers.
Generate Valuable Content
When brainstorming possibilities for influencer-generated content, keep asking yourself, “What would be valuable for consumers in my niche?” Create content that solves problems within the niche community, or at least makes life a little easier for community members. Some examples of content that can be valuable to niche audiences include:
- Blog post that lists upcoming anime conventions
- Infographic that examines the healthiest vegan ingredients
- Vlog series that focuses on minimalistic interior design elements
- A podcast that discusses the latest horror video games
It’s not always easy to guess what types of content will prove to be the most useful. Don’t hesitate to consult with your audience. Poll your followers or ask them for suggestions in a social media post.
Partner With Other Niche Businesses
Working with other brands within your niche is a smart way to increase your visibility among consumers. If you happen to collaborate with a business that’s been around for a long time, the partnership could also boost your brand’s credibility.
Take a look at these ideas for collaborative projects between businesses within the same niche:
- Conduct joint research that reveals insights about your niche
- Cross-promote by going on each other’s podcasts or writing guest blog posts
- Put together an eBook that draws upon your collective knowledge
- Run a joint contest that features prizes from both brands
Rely on an influencer to help spread the word about the collaboration on social media. Ask them to share links to the content or even quote parts of the material in their own works. A tech blogger could cite your joint research study or eBook. A fashion vlogger could direct followers to your contest.
Know Your Competition
As you’re targeting niche communities by utilizing influencer marketing, keep an eye on your competitors. This is especially important when the niche is extremely small. You want to get a sense of how other brands are engaging the audience and learn from their successes and failures. Perhaps most importantly, getting to know your competitors helps you brainstorm ways to make your own brand stand out.
