Picture this: You’re given the opportunity to share a presentation on something you’re absolutely obsessed with. You could practically talk about it in your sleep, if you had to.
Would you rather give that presentation in front of a stadium of random people or a cozy conference room filled with fellow fanatics?
This premise is essentially the case for the growing number of vertical networks that are taking off online. It’s simple, but it makes sense. It’s more fun to talk about the things you love with other people that love them, too.
Vertical social networks aren’t overnight sensations. If you look closely, online communication preferences have hinted that this was coming all along. Understanding what these niche social media platforms say about the future of social media as a whole can help marketers stay ahead of the trend curve.
But first, what are vertical networks?
Vertical social networks are niche social media platforms centered around the interests of hyper-specific communities. Think gamers, neighbors, book lovers—there’s even one for procurement and supply chain professionals.
These networks give audiences a chance to connect with like-minded individuals in a more private, focused setting. We’ve seen social trending this way for the past few years. Every day people are taking their posting habits away from main feeds and into more private options, like subreddits and Facebook Groups. This trend is a callback to social media ancestors—think forums and chat rooms—with a much more modern look.
Vertical social networks are the next evolution in the never-ending quest for more curated online content experiences. These platforms create digital clubhouses that allow people to create deeper connections over shared interests.
Examples of vertical social networks
Even if you’re new to the world of vertical social networks, chances are you probably belong to one. They’ve become entrenched in hobby culture, with many springing up to support interests ranging from common to niche. Quite a few have even reached household name status. Here are some you may have heard about:
Letterboxd
Letterboxd is a social film diary where users can rate, review and tag films as they watch them. Co-founded by Matthew Buchanan and Karl von Randow in 2011, the platform is home to both cinephiles and casual viewers who use it for recommendations from friends and Letterboxd influencers.
Although the platform has operated for more than 10 years, it reached new levels of popularity during the COVID-19 pandemic. Active Letterboxd member accounts nearly doubled, jumping from 1.7 million to 3 million member accounts within a year.
Nextdoor
Think of Nextdoor as an always-on alternative to a town hall meeting. This hyper-local social networking service is designed to connect communities so people can build real-world connections with neighbors and local businesses.
Since launching in 2011, Nextdoor has expanded its presence into more than 285,000 neighborhoods globally. In 2022, the platform announced that it will be rolling out new advertising tools for small and medium-sized businesses.
Strava
If you’ve ever seen a screenshot of a recorded run on a friend’s Instagram story, it’s likely from Strava. Strava is an exercise tracker that doubles as a niche social media network for running and cycling enthusiasts. Logged exercises are shared publicly in a feed, where followers can give “Kudos” by liking posts.
Similar to Letterboxd, the platform experienced tremendous growth during the pandemic. Now, more than 2 million users log on each month to share and compare workouts, from casual runners to Tour de France cyclists.
What do vertical networks say about the future of social media?
These niche social networks may have relatively small user bases, but their recent rise in popularity speaks volumes about where the overall industry is headed. Here’s what you need to know.
People are turning to social to build new connections
The emergence of vertical networks can be seen as an attempt to replace something that wasn’t often thought about pre-pandemic but is now sorely missed: casual friendships.
I’m only now realizing the scope of how covid has busted many of my budding friendships with people. I haven’t seen you guys in literally years