An introduction to Vertical Social Networks

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Nearly everyone has a topic that they are able to spend hours on if given the chance. My favorite topic would be the middle-2010s young adult books, while others enjoy vintage recipes or football.

Vertical networks are social platforms that support niche interests. Reddit is an example of a vertical network (subreddits), that is basically several networks within one horizontal network.

This article will explain what vertical networks are, and how businesses can use them to enhance their marketing strategies.

What is a vertical network?

Vertical networks, also known as vertical social networks, are characterized by an audience that is interested in content related to a particular topic, industry, or interest.

These platforms offer an alternative to “horizontal networks” like Instagram or Twitter, which connect people with different interests onto one platform. They encourage specialization and specific knowledge.

The growing adoption of vertical networks and the efforts of popular social networks to replicate them (Twitter’s Communities and Super Followingers features are two examples) shows that online audiences are increasingly searching for community.

Why brands need to keep an eye out for vertical networks

Niche social networks can be a great idea for brands as you can identify the right platform and create appealing outreach. These communities can feel a bit jealous of each other’s space, and that is a good thing.

Instead of jumping headfirst into new spaces, think about what your audience needs when they use a social media network. Then focus on these audiences in your strategy. These are some ways to approach vertical social media networks.

1. Join them, but don’t be afraid to get to know them.

The first step to joining a platform is to understand its purpose and community. Pay close attention to the platform’s language and overall tone. Also, consider what type of content they prefer. Some platforms may prefer images while others favor long-form content.

2. Move beyond promotion

Being a part the community and contributing valuable content is the best way to make use of a vertical network. Businesses can still use these platforms to promote their products, but they need to be strategic.

Avoid selling and instead provide useful and relevant content for the community. To build trust with potential customers, it is important to be authentic and genuine. It’s also important to remember that these platforms exist for building relationships, not for selling.

3. Find content ideas for your social media channels

Vertical networks also offer a great content creation tool that can be used for your social media channels. You could, for example, use Goodreads reviews as a way to generate ideas for blog posts and Twitter threads for your indie publishing company. You could also use them to source videos or images for your website and social media channels.

Content creation should be planned and strategic. Vertical networks can help with this.

What examples of vertical social networking are there?

Vertical networks are growing in both adoption and creation. Social media users will continue to search for niche-specific platforms that can meet their needs. More networks will be created to fulfill their needs. These are some vertical networks that you might not have heard about:

Dribbble

Dribbble allows digital designers and creatives to promote themselves and connect with others via social media. It is a platform for design portfolios, jobs, and recruitment. The platform has 12 million users who can give feedback and allow users to share their work.

There are tiered plans available for all sizes of designers, including agencies and individuals. You can also use the platform to source clients and get your work out there if you are a designer.

Fishbowl

Fishbowl is a virtual water cooler for working people where people can chat anonymously about any work-related topic.

Goodreads

Goodreads is described as “Disneyland” for book lovers. The app, which is owned by Amazon, allows readers to share their books, discuss them, and rate them. Goodreads has more than 60 million users.

Letterboxd allows users to rate, review, and tag films while they are being viewed. The platform was co-founded in 2011 by Matthew Buchanan, Karl von Randow, and is used by cinephiles as well as casual viewers. It also allows them to request recommendations from Letterboxd influencers.

It’s been around since over 10 years. However, it gained new popularity during the COVID-19 pandemic. The number of active letterboxd members nearly doubled in a year, going from 1.7 million to 3,000,000 accounts.

Nextdoor

Nextdoor is a hyperlocal social network service that connects neighborhoods. Nextdoor allows users to receive local tips, sell and buy items, and keep up with what’s happening in their neighborhood.

Nextdoor requires users to register with a verified home address. This means that brands that have a hyperlocal focus and marketing strategy can reap the benefits of Nextdoor. Modern Retail reports that brands such as Stop & Shop and Imperfect Foods are investing in ads.

Local businesses can use the platform to reach potential customers.

Strava

Strava addresses a major pain point for athletes: tracking exercise. Strava uses GPS data as well as data from other devices, such wearables, to automate the process for logging runs and bike rides. The app allows users to invite their friends and gain followers, while also displaying their workout stats and asking for advice from others.

Participating in conversations with other users on the platform is a great way for fitness and activewear brands to reach their target audience.

Supergreat

Supergreat is a network which has focused on one component of beauty videos, the product. It organizes content according to this insight. Each Supergreat video is focused on one product. Every product page has reviews and a click-to-buy button. Users can earn coins while making videos and redeem them for “drops”, which are popular products.

The platform allows beauty and skincare brands to connect with customers. Users can also create content using their products on other platforms, provided they have permission from the creators.

Vertical network adoption reveals that people want community — give it to them

Vertical networks offer businesses the opportunity to connect better with their target audience. Their increasing popularity and adoption shows that people seek out spaces where they can express their feelings to others like them.

You can go anywhere if you have an engaged audience, and you focus on providing an exceptional experience for them. To build meaningful relationships with potential customers, however, you must approach these platforms carefully.

Do you use a vertical network for your marketing? We would love to hear from you on Twitter @buffer.

Did you miss our previous article…
https://onlinemarketingagencies.net/the-ultimate-guide-to-tiktok-market-3/