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Posted: Tue Dec 17, 2024 5:39 am
Niche Communities: The Next Big Channel for Growth
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As Accelerated Growth practitioners, we are constantly on the lookout for the next big platform so we can be the first, establish a strong presence there, and ultimately use it as a medium to benefit our product.
Using an established community to build your own is one of the oldest ways to achieve Accelerated Growth. We call it “Computer Parasitism”: Airbnb did it with Craigslist, Instagram did it with Facebook, and Paypal did it with eBay.
It was easy to do at the time because Craigslist, Facebook and eBay were relatively new. But for a long time now, the emergence of new and favorable channels has slowed down.
This shortage may be due to the maturity of niche communities. The rise of niche communities took place a couple of years ago. Now, they have reached such a level of maturity that they are very interesting as growth channels.
Slack channels, Facebook groups, subreddits, and web forums are the most common platforms for niche communities. They offer many ways to boost the growth of your products.
of online communities for growth before . In this article, we'll dive into why indonesia whatsapp number data large communities are failing, why small ones are gaining ground, and how to leverage niche communities for accelerated growth.
Why are large communities failing?
There are five main reasons for this theory. But before we get into it, we need to define “failure”: Facebook, Twitter, Instagram, Snapchat & Co are failing not as companies but when it comes to engagement.
In the second quarter of 2017, Facebook reached 2 billion and Instagram reached 800 million monthly active users! [ * * * ]
That's the first reason: the biggest ones have become too big. They have so many users that the content has to be filtered by algorithms:
70% of Instagram posts go unseen.
In 2016, organic searches on Facebook dropped by an alarming 52%. In 2017, they dropped by another 20%!
The fewer sectors reached, the lower the Return on Investment (ROI) on advertising campaigns, which makes it very unattractive for advertisers to invest in organic social media content.
In return, paid advertising on social media is proving to be more expensive and prices are constantly rising. Attention on the big social networks may still be overrated, but higher advertising costs and lower organic reach are insurmountable barriers for young startups to use as growth channels. That is the second reason: the big platforms are becoming unattractive for advertisers.
This trend would not be possible if the “big ones” were not monopolies. Facebook either copies its competitors #Snapchat, or acquires them #tbh. This gives them total freedom over their own platform.
The third reason is that the big social networks are “for everyone” – which is why they are big. On the other hand, discussions and content are not generalist. Content on Facebook ranges from “Despacito” to articles related to Muslims demonstrating against ISIS.
Even on LinkedIn, which I consider one of the big ones, people discuss a lot more than just “career path.”
The challenge for marketers is to start a conversation when everything has already been said. It is possible on some topics but not all. Therefore, it is becoming increasingly difficult to build “viral” campaigns in large communities unless you create something that everyone will find appealing. Fourth: It has become annoying. We marketers have filled the big platforms with too much ~crappy~ and unengaging content. As a result, users are starting to become “numb” to digital marketing content (and ads). That is why influencer marketing is so big right now: it is more natural, more authentic.
The fifth reason is that users are tired of pop-up notifications. The big platforms are constantly on top of us and that annoys people – literally. Does anyone remember how Facebook used to pester us to install the Messenger app? If your growth strategy is to increase retention through pop-up notifications, you’re going to have a really bad time.
For users, the big platforms have become too cluttered and invasive. For advertisers, they no longer provide sufficient reach, engagement and “virality.”
Try it for free
No commitment
Full name
Company name
.ladesk.com
Choose your region (datacenter location)
Data center changes are not possible after account creation.
Open your free account
By signing, I agree to the T&C and Privacy Policy .
The best trust us
4.8/5
5/5
As Accelerated Growth practitioners, we are constantly on the lookout for the next big platform so we can be the first, establish a strong presence there, and ultimately use it as a medium to benefit our product.
Using an established community to build your own is one of the oldest ways to achieve Accelerated Growth. We call it “Computer Parasitism”: Airbnb did it with Craigslist, Instagram did it with Facebook, and Paypal did it with eBay.
It was easy to do at the time because Craigslist, Facebook and eBay were relatively new. But for a long time now, the emergence of new and favorable channels has slowed down.
This shortage may be due to the maturity of niche communities. The rise of niche communities took place a couple of years ago. Now, they have reached such a level of maturity that they are very interesting as growth channels.
Slack channels, Facebook groups, subreddits, and web forums are the most common platforms for niche communities. They offer many ways to boost the growth of your products.
of online communities for growth before . In this article, we'll dive into why indonesia whatsapp number data large communities are failing, why small ones are gaining ground, and how to leverage niche communities for accelerated growth.
Why are large communities failing?
There are five main reasons for this theory. But before we get into it, we need to define “failure”: Facebook, Twitter, Instagram, Snapchat & Co are failing not as companies but when it comes to engagement.
In the second quarter of 2017, Facebook reached 2 billion and Instagram reached 800 million monthly active users! [ * * * ]
That's the first reason: the biggest ones have become too big. They have so many users that the content has to be filtered by algorithms:
70% of Instagram posts go unseen.
In 2016, organic searches on Facebook dropped by an alarming 52%. In 2017, they dropped by another 20%!
The fewer sectors reached, the lower the Return on Investment (ROI) on advertising campaigns, which makes it very unattractive for advertisers to invest in organic social media content.
In return, paid advertising on social media is proving to be more expensive and prices are constantly rising. Attention on the big social networks may still be overrated, but higher advertising costs and lower organic reach are insurmountable barriers for young startups to use as growth channels. That is the second reason: the big platforms are becoming unattractive for advertisers.
This trend would not be possible if the “big ones” were not monopolies. Facebook either copies its competitors #Snapchat, or acquires them #tbh. This gives them total freedom over their own platform.
The third reason is that the big social networks are “for everyone” – which is why they are big. On the other hand, discussions and content are not generalist. Content on Facebook ranges from “Despacito” to articles related to Muslims demonstrating against ISIS.
Even on LinkedIn, which I consider one of the big ones, people discuss a lot more than just “career path.”
The challenge for marketers is to start a conversation when everything has already been said. It is possible on some topics but not all. Therefore, it is becoming increasingly difficult to build “viral” campaigns in large communities unless you create something that everyone will find appealing. Fourth: It has become annoying. We marketers have filled the big platforms with too much ~crappy~ and unengaging content. As a result, users are starting to become “numb” to digital marketing content (and ads). That is why influencer marketing is so big right now: it is more natural, more authentic.
The fifth reason is that users are tired of pop-up notifications. The big platforms are constantly on top of us and that annoys people – literally. Does anyone remember how Facebook used to pester us to install the Messenger app? If your growth strategy is to increase retention through pop-up notifications, you’re going to have a really bad time.
For users, the big platforms have become too cluttered and invasive. For advertisers, they no longer provide sufficient reach, engagement and “virality.”