Maybe you’re an artist at heart. Maybe you’re a fashionista who adores creativity. The Internet makes it easier to find niche communities based on specific interests.
This is also good news for brands and marketers who want to target a niche market. Influencer marketing can help you reach niche communities.
Identifying Niche Influencers
Brands frequently work with social media influencers who are industry experts and have a specific audience. Narrowing your focus narrows your pool of potential partners. Here are some tips for finding niche social media influencers.
1. Find Micro and Nano-Influencers
Some of the most popular influencers cover multiple categories. Consider a global travel influencer who also posts about beauty and wellness. If you want to target a niche community, work with a micro- or nano-influencer who specializes in that subject. You might find a travel micro-influencer who promotes Vermont vacation spots. The influencer’s audience is likely small but engaged.
2. Hashtag Search
Use hashtags to find relevant posts on social media. When searching a niche community for posts, be specific. Try #womenshealth instead of #health. Try #grungefashion instead of #fashion
Consider who is generating conversations and sharing useful content. You might find a match. Or you might come up with a new content idea.
3. Use An Influencer Detector Tool
A tool for finding influencers will help. Using keyword and demographic filters can help you focus your search. Review the profiles of social media personalities who fit your brand’s niche to find the best fit.
How to Target Niche Communities
Even if you find a suitable influencer, you must engage your niche community. Consider these ideas.
1. Follow Trends
Who are your niches’s rising thought leaders? Are there any new products? Will there be new community events? Read blogs, listen to podcasts, talk to people to keep up with the latest news and trends. This will help you and your influencer establish credibility.
2. Dig Niche Networks
The major social media platforms have niche communities. With a little digging, you can find entire apps and platforms dedicated to specific interests.
Some examples of niche networks are: BakeSpace, Artfire, Barista Exchange and so on. These groups may be a good place to promote your brand. You can also use them to find social media influencers.
3. Create Useful Content
Ask yourself, “What would be valuable for my niche’s consumers?” when brainstorming influencer-generated content ideas. Create content that solves problems or makes life easier for members of the niche community. Relevant content for niche audiences includes:
- A list of upcoming anime conventions
- Infographic on the best vegan ingredients
- Minimalist interior design vlog series
- A podcast about the latest horror games
It’s not always easy to predict what content will be most useful. Consult your audience. Poll your followers or solicit feedback on social media.
4. Make Allies with Other Niches
Working with other brands in your niche can help you gain consumer attention. If you work with a well-established company, you may also gain credibility.
Consider these ideas for cross-industry collaboration:
- Conduct joint research on your niche
- Promote each other’s podcasts or blogs.
- Create an eBook based on your collective knowledge
- Hold a joint contest with both brands’ prizes.
Rely on a social media influencer to help promote the collaboration. Promptly share content links and/or quotes in their own works. A tech blogger may mention your joint study or eBook. A fashion vlogger may promote your contest.
5. Know Your Competition
Keep an eye on your competitors as you use influencer marketing to target niche communities. This is critical when the niche is small. You want to learn from other brands’ successes and failures. Most importantly, knowing your competitors helps you think of ways to differentiate your own brand.