By: Kacie Berger, Social Media Specialist
Remember the days when having a robust social media presence meant having Facebook, Twitter (RIP), and maybe Instagram if you were feeling ambitious? Those days are long gone. As our lives have moved more and more online, new platforms continue to emerge, and each one claims to be the next big thing.
Over the last few years, we’ve seen a rise in niche social platforms. Unlike the Instagrams and TikToks of the world that strive to cater to everyone, these platforms consist of smaller, more curated audiences. You may be wondering, “Why should I spend my valuable time on yet another social platform if the audience isn’t as large?” The answer is simple: quality over quantity. If you can identify a thriving community within your niche on one of these platforms, it will be far easier to cut through the noise and authentically connect with potential customers.
In this blog, we’ll highlight some of the most popular niche social media sites, what makes them unique, and how your brand can use them to build authentic connections.
With 108.1 million daily active users, calling Reddit “niche” may feel like a stretch. However, despite its growing user base, Reddit remains relatively untouched by brand activity. Sure, you’ll see ads, and you’ll occasionally see branded subreddits, but overall, conversation on Reddit still appears to be shaped by users, rather than advertisers.
So, how does that help you? Reddit is a goldmine of discussions surrounding various niche interests. Find the communities (referred to as subreddits) that are relevant to your target audience, and participate in discussions naturally. Chime in with valuable, relevant insights before mentioning your brand. Once you’ve built trust, you can start linking to helpful resources like blog posts – but don’t write overtly sales-y content.
Even if you decide not to post, an occasional scroll through relevant subreddits can unveil a wealth of information about what the audience is talking about, complaining about, and craving.
Over the last few years, we’ve seen several X (formerly Twitter) dupes emerge, and Threads is Meta’s take on the short-form, text-first social network. Its biggest selling point is that it’s linked to Instagram, making it easy to set up an account and connect with people who already follow you. Brands that succeed on Threads are funny, conversational, and in touch with the latest trends that are shaping online conversations. It’s best to refrain from being overly self-promotional and instead focus on entertaining and informing your audience.
Created by Twitter co-founder Jack Dorsey, BlueSky offers a decentralized, open-source spin on microblogging. This means that users have more control over their feeds and content visibility. It features a more robust set of moderation features than Threads, making it a good space for brands and creators who want to engage in thoughtful, text-based discussions without the noise and volatility of other networks. BlueSky is still growing, which makes now a good time to establish your presence while the community is smaller and more approachable.
Substack marries the worlds of blogging and newsletters, allowing creators to share long-form content directly with subscribers. Users can also share videos and photos, but long-form text-based posts are the main attraction.
The best part? You own your audience. Substack lets you download your email list anytime. It’s ideal for subject matter experts or brands that want to educate and inspire. For example, Rare Beauty recently reintroduced three blush shades, and they used their Substack to share the thought process behind each shade.
Your goals on Substack should be to establish expertise and entertain through insight. Think “value first,” not “promotion first.”
Discord initially emerged as a messaging app for gamers, but it has evolved into a platform for community building. Users join servers (private spaces with topic-specific channels) where they can chat, share content, and connect with other users.
For brands, Discord offers a way to build deep relationships with your most loyal fans. It’s best suited for brands with passionate audiences or communities that want ongoing dialogue. For example, Netflix’s official Discord server provides fans with a hub to discuss their favorite shows, share fan art and memes, and get notified of all the latest content on the streaming platform.
Owned by ByteDance, the parent company of TikTok, Lemon8 feels like a hybrid of Instagram, Pinterest, and TikTok. It’s filled with aesthetically pleasing lifestyle content, and strong visuals are a must for brands on the platform. Lemon8 experienced a surge in downloads in early 2025 as a potential TikTok shutdown loomed, and while the hype has died down for now, an active community remains. For lifestyle brands that cater to a female customer base, it’s a platform worth exploring.
Nextdoor connects neighbors and communities, making it an excellent platform for local service providers like landscapers, HVAC companies, daycares, and realtors. If your business is the kind that people ask their neighbors about, it belongs on Nextdoor. Keep your content friendly, helpful, and community-focused. Feel free to chime in on relevant conversations, or share updates like, “We’ll be in your neighborhood this week!”
Whichever platforms you choose to explore, consistency and authenticity are key. A full-service marketing agency can help you identify who your audience is and where they hang out online, and help you craft the perfect content to engage with them. Reach out to us to get started!
