Advertising platforms marketers don’t always consider (but should)

For years, social media has been seen as one of the best platforms to reach niche audiences and truly connect with potential consumers. While social media platforms are still key hubs for authentic audience connection and engagement, they are often saturated with digital adverts – sometimes leading to ad fatigue. Even traditional digital advertising, including search engine and display ads, are facing challenges as AI-powered search increases, leading to decreased click-through rates.

In these instances, digital advertisers need to expand their advertising portfolios and explore alternative platforms to effectively reach their target audiences.

There are numerous other digital platforms that are often overlooked that provide immersive and engaging environments to reach niche digital audiences or target people at different stages of their purchase journey. Expanding digital advertising beyond search engines, display networks and social media, allows marketers to discover unique and highly effective avenues for connecting with their target audiences.

Niche, overlooked, and underused advertising platforms

Roblox (and other gaming sites)

For brands aiming to connect with younger audiences or engage with passionate communities, gaming platforms like Roblox present a powerful yet often overlooked opportunity. With a staggering 3.32 billion individuals immersing themselves in these virtual worlds and interactive experiences, the potential is immense.

Advertising within these gaming platforms offers diverse possibilities, such as:

• In-game ads
• Integration of sponsored content within games
• Virtual events
• Partnerships with influential gamers

Successful campaigns often prioritise creative and contextually relevant placements, blending seamlessly with the gaming experience rather than relying on intrusive traditional ads.

Despite these opportunities, many digital marketers are hesitant to explore the advertising possibilities on gaming platforms. This often stems from a perceived lack of understanding of gaming culture, misconceptions about audience demographics, or concerns about creating authentic and engaging content within these unique environments.

Amazon/global online marketplaces

Advertising on Amazon and other global marketplaces provides a direct route to reach buyers with high purchase intent. You’ll find a variety of ad types available, including:

• Sponsored products
• Brand ads
• Display ads
• ‘People also buy’

These platforms empower businesses to precisely target specific search terms and customer segments, ensuring your ads reach the right audience. Brands are engaging consumers right at the moment they’re making purchase decisions, dramatically increasing the chance of conversion.

Despite these compelling benefits, many marketers miss out on this opportunity due to a lack of familiarity with the intricacies of marketplace advertising or a mistaken belief that it’s only effective for product-based businesses.

Pinterest

Pinterest is a visual discovery engine where highly engaged users come to explore ideas and plan their next projects. The visual nature of Pinterest is its greatest strength. It allows brands to showcase products and services in an appealing way, creating a natural connection with users who are actively planning and making decisions. Advertising formats include:

• Promoted pins
• Video pins
• Carousel ads

Pinterest is highly effective for driving brand awareness, generating website traffic, and even direct sales. Since users often turn to Pinterest early in their buying journey for inspiration, it’s the perfect place to influence their choices.

Reddit (& other online forums)

Reddit stands out as a platform with a unique community structure, organised into thousands of niche forums known as ‘subreddits’. Each subreddit caters to specific interests, hobbies, or professions, creating highly engaged communities of like-minded individuals. Marketers have a unique opportunity on these platforms to tailor their strategies to resonate with the specific culture and interests of each subreddit.

The key to platforms like reddit is having a natural voice, and sounding authentic. Users of online forums are quick to identify and reject inauthentic or overtly promotional content.

Effective advertising on Reddit isn’t about pushing ads; it’s about becoming a real part of the conversation. Marketers using this style of platform should be diving into relevant discussions, offering valuable insights, and contributing to the community in meaningful ways. These platforms allow brands to build trust and demonstrate their understanding and respect of the subreddit’s culture.

How to identify niche platforms

Analyse target audience demographics and online behaviour

Start by developing an understanding of your ideal customer. Where do they spend their time online? What are their interests, hobbies, and pain points? This research will guide you towards platforms where your target audience is actively present.

Research relevant online communities, forums, and social media groups

Dive into the digital spaces where your audience spends their time online. Explore niche forums, specialised social media groups, and online communities that revolve around their interests.

Use platform analytics tools to identify emerging or under-the-radar platforms

Many analytics tools can provide insights into website traffic, audience demographics, and online trends. Leverage these tools to discover platforms that may be gaining traction but haven’t yet hit the mainstream.

Monitor trends and conversations in the industry to spot potential niche platforms

Stay up-to-date with industry news, emerging trends, and online discussions to identify up-and-coming platforms that align with your target audience and marketing goals.

Look for platforms with highly engaged and specific interest-based communities

The key to a successful niche platform strategy is finding platforms where users are deeply invested and passionate. Seek out communities that revolve around specific interests, hobbies, or professions, as these often offer the most engaged and receptive audiences.

Platform level audience research

To effectively advertise on a niche platform, you must understand the platform’s specific audience. Conducting thorough platform-level audience research is critical to tailoring your message and strategy for maximum impact.

Platform analytics

Most platforms provide analytics tools that offer insights into their user base. Dive into these metrics to learn about the age, location, interests, and online behaviour of the platform’s users. This data will form the foundation of your targeting strategy.

Conduct surveys or polls within the platform to gather direct feedback and insights

Many platforms allow for direct interaction with users through surveys or polls. Use these features to ask specific questions and gather valuable first-hand feedback on your target audience’s preferences and opinions.

Observe community discussions and interaction

Actively monitor discussions within the platform’s communities. What topics are trending? What questions are being asked? What are the common pain points and aspirations? This qualitative data provides invaluable context for your marketing efforts.

Content analysis

Look at the content that performs well on the platform. What types of posts get the most likes, comments, and shares? This analysis will reveal what resonates with the audience and guide your content creation strategy.

Identify key influencers and thought leaders within the platform’s community

Every platform has its influential voices. Identify these key influencers and thought leaders, as they can play a significant role in amplifying your message and building trust with the community.

Tailored advertising strategies for each platform

Once you’ve identified the right niche platforms and thoroughly researched their audiences, it’s time to craft advertising strategies that truly resonate. Tailoring your approach to each platform is crucial for success.

Adapt messaging and creative content

Every platform has its own tone, style, and set of expectations. Tailor your messaging to align with the language and culture of the specific community. Create content that is relevant and engaging for that particular audience, rather than simply repurposing generic ads.

Use platform-specific advertising formats and features

Each platform offers unique advertising formats and features. Whether it’s in-game ads on Roblox, Promoted Pins on Pinterest, or text posts on Reddit, leverage these specific tools to your advantage.

Understanding and using these features correctly can significantly enhance your campaign’s effectiveness.

Engage with the community authentically and participate in relevant discussions

Simply posting ads is rarely enough on niche platforms. Build trust and credibility by genuinely engaging with the community. Participate in relevant discussions, offer valuable insights, and be a contributing member rather than just a marketer.

Test and optimise ad campaigns

Monitor the performance of your campaigns closely. Pay attention to metrics like engagement, click-through rates, and conversions. Use this data to optimise your strategies and refine your approach. Also, pay attention to audience feedback, and be willing to adjust your tactics based on what you learn.

Align advertising strategies with the platform’s culture

Every online community has its own set of rules and cultural norms. Be respectful of these norms and adapt your strategies accordingly. Avoid overly promotional content or tactics that might be seen as intrusive or disrespectful. Authenticity and cultural sensitivity are key to building positive relationships and achieving your marketing goals.

Conclusion

While traditional advertising platforms like social media and search engines remain valuable, marketers who broaden their strategies to include niche platforms gain a significant competitive edge. Diversifying your advertising portfolio not only combats ad fatigue but also opens doors to more authentic connections, increased conversions, and sustainable growth in the ever-evolving digital landscape.