Why Niche New Media Is the Future for Brands
Publishers are rushing to platforms like Reddit and Quora — should brands be doing the same?
In today’s SOTA INSIDER, we’re talking about…
The new principles of new media
How Emerging Brands Grow to $100 Million
Miu Miu’s Astronomical Rise
Fashion’s Olympic Win’s and Misses
Why Menswear Is Becoming So Genre-Less
Why Brands Should Invest in Niche New Media
Brands can’t afford to ignore niche “new media” digital platforms and communities anymore. Here’s why.
In an article published yesterday by Adweek, senior media reporter Mark Stenberg explained how recent shifts in search engine algorithms like Google have brought platforms often overlooked by brands back into the spotlight.
According to the article, in September Google’s new initiative named the “Helpful Content Update” dramatically reshaped the search landscape. The update significantly increased the visibility of user-driven forums and platforms like Quora and Reddit, with Reddit's traffic nearly tripling from 132 million visitors in August 2023 to 346 million in April of this year.
Smart publishers like Rolling Stone, The New York Times, and Puck aren’t wasting any time. They’re diving into Reddit, launching fresh accounts, reviving dormant ones, and committing serious resources to capture this newfound audience.
“We’re targeting subreddits where our reporters’ writing is already being shared by members, with the idea that we’re delighting these members with these surprise appearances and helping to drive brand exposure,” Puck’s CEO, Sarah Personette told Adweek.
While stepping into new platforms and niche digital communities is a long-term game, the initial focus shouldn’t be on direct conversions. Instead, the immediate KPIs should centre on building brand affinity, engagement, and traffic. In other words, these early efforts are vital for laying the foundation, fostering a community, and ultimately driving long-term growth and subscriber conversion.
The takeaway? If publishers are doubling down on these "new media" fan-to-fan platforms — like Reddit forums, podcasts, newsletters, brand-fan social accounts, Discord channels, and curator archives — to reach new audiences, then brands themselves, who are increasingly acting like media companies with their growing presence across social channels and content investments, should be following suit.