Once the realm of hipsters and the dedicated social media disciples, Pinterest and Instagram are now positively thriving. Whilst Facebook continues to stagnate, these alternative social media platforms are proving that the big picture is big money.
New data from Experian has shown that the popularity of both Pinterest and Instagram is burgeoning. Just take a look at these figures measured between July 2011 and July 2012:
Worldwide Instagram growth
- 17319% in North America
- 8121% in Singapore
- 2028% in the UK
- 843% in New Zealand
- 362% in Australia
Worldwide Pinterest growth
- 5124% in North America
- 2373% in Hong Kong
- 1489% in the UK
- 798% in Australia
- 643% in New Zealand
As you can see, both networks have experienced impressive growth in the short space of a year. This success, it appears, is down to both sites having found their respective niches. According to digital insights manager at Experian, James Murray, “the reason for their success is that they haven’t tried to be ‘another Facebook’”. Instead, they have both concentrated on providing a unique, high-quality user experience to a cult following – which is proving extremely and increasingly popular.
The niche social media platform is set to become more and more successful in the next 12 months as users begin to tire of the Facebook one-size-fits-all monopoly and start looking for new ways to express and share their identity online. Already doing well are Google+ in Brazil, Reddit in Australia and FanPop.com on our very own shores.
What this means for your social media campaigns
So what does this mean for the future of online marketing and, how can businesses hoping to utilise social media for interaction with customers and building brand identity, make the most of these platforms?
Well for one thing, widening scope to include more than just the generic, obligatory Twitter and Facebook profiles gives businesses an awful lot more freedom, reach and flexibility. The beauty of niche social networks is that, very often, they attract a very specific demographic.
For example, around 80% of Pinterest users are female, and over 25% of all Pinterest users are between 25-34. Meanwhile, if you’re looking to target an older male audience you’d be better of getting involved with a platform like Slashdot where 30% of users are between 35-44 and over 80% are male. As you can see, knowing your target market and knowing your social media platforms can really pay off when you’re looking to get your message to the right people.
To make the most of social media, particularly niche platforms, you need to know the web inside out and the ways each platform can work for you. It is important to understand where your content will find the right audience and how to speak to your demographic using the appropriate tone, tools and techniques. To learn more about how to make social media work for you, in an ever changing online world, fell free to get in touch with the Liberty team for a chat.