The Global Town Square is Being Overshadowed—Why Niche Networks Matter More Than Ever
By Tom Miale
Legacy social networks aren’t disappearing, but they no longer dominate attention.
The most valuable audiences are in smaller, overlooked communities and long-form content spaces.
In the early days of social media, platforms like Facebook and Twitter promised a global town square—a place where everyone could share ideas, connect, and engage in open dialogue. Boy, did we all come running! As these platforms have grown, they've become increasingly inundated with noise, misinformation, and content that often feels impersonal.
While marketing to users in these spaces still could provide value, the real opportunity lies in smaller, niche communities, podcasts, and alternative platforms, where engagement is deeper, trust is stronger, and attention spans are longer.
Large social platforms still boast billions of users, but engagement is plummeting. These platforms remain useful for visibility, but the number of meaningful connections they drive is becoming less and less.
Noisy “Big Social”, and The Shift to Passion-Driven Spaces
While the global reach of traditional social media platforms remains vast, there's a noticeable shift in how active users are on these sites.
Quality Engagement in Decline on Big Social: As of 2024, the average daily social media usage on the big platforms worldwide was 143 minutes, down from 151 minutes in the previous year. According to a recent VOX article, Instagram has faced criticism for ineffective algorithms that deliver irrelevant or low-quality content. Users report encountering bizarre or unappealing videos, leading to frustration and decreased engagement. This is a common complaint with all of the large social content platforms.
The Rise of Niche Platforms: Platforms like Reddit, that provide a space for hyper-specific communities, have experienced significant growth, with a 47% increase in users, surpassing X (formerly Twitter) in popularity. Users are flocking to Reddit because it offers a more curated, interest-driven experience, where discussions are deeper, communities are self-moderated, and algorithmic feeds don’t dominate the content, allowing for more organic and meaningful interactions.
Strava, Letterboxd, Goodreads – These passion-driven networks are gaining massive user adoption, offering dedicated spaces where enthusiasts can engage deeply with like-minded individuals. Unlike broad social media, these platforms foster organic discussions and trusted recommendations, making them powerful channels for brands that align with users' interests.
These trends underscore the importance for marketers to adapt by focusing on more targeted, engaged audiences within niche communities.
Podcasts and Hyper Targeted Audiences
Anyone that knows me, has heard me (sometimes annoyingly) shouting from the rooftops about how undervalued and overlooked podcasts are in marketing strategies. Consumers continue to shift towards long-form, high-trust content, and podcasts have become one of the most effective ways to reach highly engaged, niche audiences.
Hyper-Specific Communities –Whether it's independent writers tuning into The Sh*t No One Tells You About Writing, indoor plant enthusiasts following On The Ledge, or artisan coffee lovers listening to Cat & Cloud Coffee Podcast, niche podcasts create tightly-knit, highly engaged communities. These audiences aren’t just casual listeners—they actively seek out content that aligns with their passions, making them more receptive to relevant messaging and brand integrations.
Unmatched Attention Retention – Podcast listeners finish 80% of episodes on average, often dedicating 30 minutes to an hour per session—far longer than any engagement on traditional social media. This level of attention provides an unparalleled opportunity for storytelling, brand integration, and trust-building.
Effective Advertising with High ROI – 60% of podcast listeners have made a purchase based on a podcast ad, and podcast ads drive 4.4 times better brand recall than display ads. Instead of competing for a fleeting moment in a crowded social feed, brands can integrate seamlessly into conversations that listeners already trust.
For marketers, podcasts aren’t just another content channel—they’re a direct line to engaged niche audiences who are ready to listen, trust, and act.
A Smarter Social Strategy
Legacy social networks aren’t disappearing, but they no longer dominate attention. The most valuable audiences are in smaller, overlooked communities and long-form content spaces. Marketers must rethink their approach:
Use Big Platforms for Visibility – Maintain a presence, but don’t rely on them for deep engagement.
Invest in Niche Communities – Identify where your audience actually interacts (Reddit, Discord, Strava, etc.).
Engage Authentically – Focus on conversations, not just paid promotions.
Leverage Podcasts & Video – These platforms offer unparalleled audience trust and retention.
Redefine Success Metrics – Prioritize brand trust, engagement, and conversations over impressions.
The future of marketing isn’t about reaching the most people—it’s about reaching the right people. And those people? They’re in places most marketers are still ignoring.