Niche digital communities paving the future
Posted by Hlengiwe Zwane on September 22, 2021 11:40 AM SAST
Article by Andrea Susman
Due to the benefits provided by online communities. Specialised online communities and brand communities have begun to overtake traditional platforms.
Aside from the monumental success they have realised, social networks such like Facebook, Instagram, Twitter etc... all have one thing in common: they are incredibly broad.
Traditional platforms don not focus on one particular element of the social space; they try to cover everything. For example Facebook, offers tools for communication, marketing, social sharing, networking and much more. It is a comprehensive social network.
But this is exactly the issue, we are currently seeing a shift towards more niche offerings that put focus well beyond major players in the online community social space. While traditional platforms such as Facebook use some personalisation features and attempt to become more relevant to each individual user, unfortunately these efforts are not enough.
People want tools that are going to provide relevant and authentic content, experiences, right from the start. It is too time consuming to sift through a wealth of information to find what they are interested in.
As a result, people across all channels , B2C (Buisness-to-consumer) and B2B (Buisness-to-business) included are flocking to niche communities that cater to their specific interests. It is not just about the usability and convenience, though people have grown wary of large platforms. When people join a community they are only looking for something that will serve their interest.
Users are interested in more than just a tailored community. They also want platforms that can offer better privacy and security this means that there is plenty of room for new platforms to thrive.
Other platforms are starting to buy into the idea of a niche community as well. These changes illustrate the magnitude of the dirrection in which everything is moving.