Carving A Niche

Birds of a feather flock together...even in the virtual world. The number of niche social media networking platforms being launched is testimony to that. According to analytics firm Tracxn, there are over 252 social media start-ups in India, many of them dedicated to areas of fashion, food, real estate, pets, sports and professions. Of these, around 133 are more than two years old.

Built on structures quite similar to established networking sites such as Facebook, Twitter and LinkedIn, these platforms cater to a very specific group, providing an ideal platform for brands to reach select audiences. Tripoto is one such niche social networking site dedicated to travel and has tie-ups with companies such as V Resorts, Wildcraft, Booking.com, Expedia and Airbnb. Its partnership with V Resorts, for instance, mostly involves content marketing, wherein Tripoto publishes sponsored posts or stories for V Resorts and promotes them on its platform.

Continue Reading Social media networks offering targeted advertising is emerging