Learn how focusing on niche platforms will grow a brand’s reach
Brands can find themselves being a small fish in a big sea when trying to stand out and grow market share on major social media sites. Companies both large and small can utilize niche platforms to zero in on their audience and connect with like-minded people. Niche social platforms are different from mainstream social media channels because the focus is on a specific interest or topic. The creative arts industry is a great example of how creative companies can use target marketing on niche platforms to grow a brand’s awareness. Below are the top 5 niche platforms used specifically for artists and designers that creative brands have discovered ways to market their products on.
The Top 5 Niche Platforms for Creative Designers
#1 Behance
Adobe acquired the platform Behance in 2012 and integrated it into the Adobe Creative Cloud System. Behance was created for artists to display their work, be inspired, and to find jobs in the creative arts field. Creative agencies are using Behance to showcase their work and grow clientele. Since Behance is completely free and there are not any restrictions on the amount of content a member can upload, this is an excellent niche site to use for a creative brand’s social strategy.
#2 Clubhouse
Clubhouse is a new social, audio application that was created in 2020, and is currently accessible by invite only. There are niche chat rooms found within the app, which allows for a variety of audiences to find a place to participate. LightBox Expo (owned by Adobe) hosts a weekly Tuesday morning chat within Clubhouse. LightBox Expos is a yearly get together of artists who are wanting to be inspired and learn new techniques. They feature different well known artists to host the room each week to promote a topic within the arts community. Clubhouse is a great platform for any creative company to be apart of and host conversations that people can be apart of in real-time.
#3 Dribble
Dribbble is an invite-only platform for artists and designers to show off their creations and receive feedback. This is a casual website and a great way to be seen by other designers and connect within the design community. One major brand that utilizes Dribble is GitHub. GitHub is a software development website for coders. Many UX/UI web designers have accounts on Dribbble, and GitHub found a niche market within Dribbble for its brands social strategy.
#4 Twitch
Twitch is a platform that was created for gamers but has recently expanded into the fine arts niche market. The site is similar to YouTube, except the videos are only of gamers and artists showing their process through the video feed. A well-known Fortnite social influencer on Twitch partnered up with the Elf makeup brand to recreate her Fortnite character look in real life. This was a creative out-of-the-box social influencer marketing idea that targeted both the Gen Z audience and gamers.
#5 ArtStation
ArtStation is a niche site where artists from the game industry, film, and entertainment can gather to display their work and network to find jobs. Users can create portfolios, blog, and sell their artwork only if they sign up and pay the monthly membership fee. Recently, the makers of Fortnite-Epic Games acquired ArtStation which will expand opportunities for creators who are looking to sell their work through the site. ArtStation currently partners with brands and offers perks to its members. 3D World, a gamer magazine has a partnership with ArtStation offering members a discount subscription and features influencer gamers from the ArtStation site.
The five niche sites listed are amongst the most well-known within the creative communities and there are many more creative community social sites that have similar offerings. There are benefits to joining these sites for both new and established brands who want to focus on a specific audience and grow brand awareness.
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