People are turning away from the mainstream and are instead embracing niche interests on social media platforms like TikTok. The recent report from TikTok highlights 78% of users enjoy seeing brands that are part of special interest groups on the platform.
Why are Young People Turning to Niche Interests?
There are several reasons why people are said to be turning to niche interests on platforms like TikTok, and they aren't unusual. Niche interests and subcultures provide a sense of community and belonging that can be difficult to find in mainstream culture. In turn, these subcultures can provide a more authentic connection compared to broader interest categories.
Social media platforms like TikTok have made it easier for niche interests and subcultures to gain visibility and recognition. This has helped to break down barriers, allowing people to explore whatever it is they're interested in.
How can Brands Keep Up?
Brands need to adapt their marketing strategies and stay on top of what's trending to stay relevant. Here are some ways that brands can keep up:
- Embrace diversity: By embracing diversity and being inclusive brands can (ironically) connect with a wider audience. If your business is supportive of niche identities and lifestyles, show it. You can do this in a simple, relevant way - for example - a medical practioner might list their clinic on their Google Business Listing as 'LGBT friendly'.
- Get involved with special interest groups: As the TikTok report highlights, young people enjoy seeing brands that are part of special interest groups. Ever heard of Cottagecore or Booktok? They're a thing and some of these groups could be relevant for your business. By getting involved in relevant niche groups, brands can better connect and reflect their target audience.
- Be authentic and genuine: People are looking for authenticity and genuineness from brands. A good example of this is travel. People are embracing unfiltered content and anything that enhances In Real Life (IRL) experiences. Forget taking photos for the sake of it, Australians are creating memories. Brands that facilitate this are resonating and gaining trust.
- Work with influencers and micro-influencers: Influencers and micro-influencers both on and offline (don't forget there can also be influencers offline) remain a popular method for brands to reach a wider audience.
- Keep up with trends and movements: Niche interests and subcultures are constantly evolving, and brands need to keep up with these changes to stay relevant. By keeping up with what's trending brands can maintain relevance in a competitive market.
Social media platforms like TikTok have become a hub for young people, and anyone really, to embrace their niche interests. These subcultures provide a sense of community and belonging that is often difficult to find in mainstream culture. Brands that get involved in relevant special interest groups can resonate with their target audiences and build stronger, authentic connection.