Why social networks now dance to the tune of small niches

For a long time, trends focused on the masses were those that invariably led the way on social networks. However, on these platforms we are currently witnessing a paradigm shift that relegates the masses to the background and gives all the spotlight to niches.

In this sense, content aimed at specific groups is what currently guarantees the forging of authentic connections between users and brands. The future of social networks depends, therefore, on the individualization of the content and strategies on these channels. Niche communities (whether we're talking about gaming enthusiasts or fans of the BookTok trend, for example) are enjoying more and more prominence on 2.0 platforms and are, in fact, the fertilizer that spurs growth in these channels, says Philip. Papendieck in an article for Horizont.

Brands that take the time to get to know their communities of followers in depth can achieve success by focusing on specific niches and with a high level of engagement. These types of communities give brands the opportunity to develop deep emotional connections with their audience and inspire them with content that is truly of interest to them. On social networks, people no longer seek to be seen as much as to be understood.

Generally speaking, brands that choose to target small niches on social media are rewarded with higher levels of engagement and trust. And the future of social media marketing lies in depth and not in breadth of reach.
To get the most out of niches, brands have to take the trouble to get to know their community of “followers” in depth.

The so-called "social listening" is, however, absolutely essential to decode the small communities that inhabit social networks and thus be able to design ad hoc content strategies.

Beyond keeping an eye on niches, another trend that brands will not be able to ignore on social networks in 2024 is artificial intelligence (AI). In an era where data is worth its weight in gold, AI enjoys a lot of preponderance in 2.0 channels. Whether to illuminate content or to interact with the customer in an automated way, AI is completely revolutionizing the way brands connect with their audience, Papendieck emphasizes.

AI is not used as a mere auxiliary tool restricted to a few very specific tasks, but is part of the daily life of those who work professionally on social networks (and also of the users of this platform). A few months ago, for example, the AI photo editor Epik went viral, capable of transforming selfies into school yearbook photos with a delirious nineties aesthetic.

In the heat of AI, a whole plethora of influencers created with fashion technology are also being born that are strongly leveraging the hearts of brands and also consumers. Recently, the AI-generated influencer Aitana López starred, for example, in a campaign for the Llongueras hair salon chain.

The strength of AI in social networks will also end up affecting (positively soon) the algorithms of these platforms, with this technology at their core they will be able to confront users with even more personalized recommendations that will ultimately translate into the increase in time spent on these channels. AI will be much more present in the coming months on social networks, which will launch functionalities focused, for example, on the automatic suggestion of comments and product descriptions.

To be anointed with success on social networks in 2024, brands will necessarily have to pivot their strategies on these platforms around niche communities and AI, the two trends that are currently leading the way on 2.0 platforms.

https://www.marketingdirecto.com/digital-general/social-media-marketing/redes-sociales-bailan-son-nichos