Closed social communities can provide marketers with an opportunity to connect with consumers on a personal level.
This article notes that online social media communities are slowly moving towards smaller, niche social media networks build around audience interests. Brands should focus their marketing efforts on these niche social networks to create highly engaging and personalised conversations.
Closed social groups appeal to the user with their ability to focus on specific topics and can help brands build closer relationships with their customers. Unlike broad-based social media networks, smaller social media platforms encourage users to open up on a personal level.
Group-chat apps can further help brands create conversations of interests without social media ad disruptions. The author contends that brands can target these niche social networks and group chat apps to promote their content to a highly targeted audience.
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