Reddit and Beyond: The Rise of Niche Markets in a Disconnected World

From BookTok and Sneakerheads to whackier communities including Data Hoarders, Map Porn and Bread Stapled to Trees, the internet has helped bring people together through some of their most niche interests.

Targeted marketing and social media algorithms have made it easier than ever to discover  others who share your passions, no matter how obscure, and a desire for authenticity and community has seen a surge in unique markets that cater to hyper-specific interests and needs. As individuals seek deeper connections and unique experiences in an increasingly saturated digital landscape, niche markets and communities are thriving, turning fragmented interests into vibrant, loyal ecosystems.

“In an ever more disconnected world, niche communities are replacing traditional social structures, traversing geographies and demographics,” shares Zoe Chen, strategy director, APAC at VIRTUE by VICE. “Communities are a big part of gen z-ers specifically, with 63% saying that it helps them express their identity (as reported in The VIRTUE Guide To Culture 2024 APAC). They provide a deep sense of belonging and connection that is largely missing in our fractured and divisive society. Enabling and accelerating these deep connections are platforms like Reddit, Discord and TikTok. Through memes, skits and new content formats, they’re connecting with each other through an endless loop of creation.”

Reddit’s vice president of global mid-market and SMB Sales, Stephen Riad states, “Reddit is a community of communities, and the last true place on the internet for real human-to-human connection. There aren’t many places for people to have authentic, culturally relevant and local conversations about topics that interest them, or ways to find and connect with people all over the world who share their passions and interests. With over 100,000 communities dedicated to every topic you could think of (and thousands more you couldn’t), whatever it is, there’s a place for everyone on Reddit. As a result, this means there is a place for every niche interest on Reddit.”

In APAC, Zoe says that “being weird represents young people’s courage to be themselves instead of letting the chaos of the world disempower them. 86% say it’s normal to be weird, while 67% say it’s weird to be normal, according to our report. We see this happening via the emergence of various niche communities across the region. 

“In Japan, a community of youth from Kita Kyushu are reinterpreting heritage, flexing the town’s reputation of yakuzas and hooligans by donning whimsical costumes (instead of formal suits and kimonos) at Seijinshiki – a traditional ceremony for young people when they turn 20. In China, a niche community is nurturing relationships with AI, initiating flirty conversations on ChatGPT and personifying these bots with pet names. And in India, a community built around cringe is powering a social content shift away from influencing and impressing, to content that is home-made, lo-fi and slapstick. There is really no shame in the outrageous, and the variety of niche communities are proof that there are now more ways than one to flex your funky.”

Highly engaged, targeted audiences with shared interests are a huge marketing opportunity for brands. The challenge lies in engaging with them authentically. “In a world where advertising is being skipped, scrolled past and left behind, brands need cultural capital to drive recall, engagement, acquisition and advocacy,” explains Zoe. “Coca Cola K-Wave tapped into the global K-pop fandom in an unprecedented way – celebrating its infinite devotion of fans. The limited edition Coca-Cola Creations paid homage to fan creativity and their undying passion with a digital experience that placed fans in the creative director’s seat, directing their own personalised music video performed by a K-pop super group. Through the Kpop community, Coke grew its cultural capital in over 40 markets, earning three and a half billion global impressions and over six million campaign track streams. Cumulatively, through a series of limited edition drops, Coca-Cola Creations has recruited over 12.6 million new drinkers.”

Another example is Honda, Zoe adds, which tapped into its community to create an outsized advocacy and PR impact: “Beginning with the 10th generation Honda Civic in 2016, Honda engineers created easter eggs on the underside of the centre console mat that nodded to Honda’s rich heritage in motorsports and tech. This ‘hidden’ feature led to countless fan-made YouTube videos and articles, creating cultural capital that has helped Honda gain an even bigger share of voice and credible word-of-mouth than its competitors, and its brand story continues to be shared many times over.”

“Automotive on Reddit is a great example of how industry and brand specific our communities can get,” notes Stephen. “From r/CarTalkUK, where Brits visit for car model advice and general buying chatter, all the way to r/Toyota for all things Toyota, or even r/ToyotaTacoma for model-specific discussion.

“In March, we launched Reddit Pro,” he continues, “our free suite of tools to help businesses understand Reddit, find conversations about their category and brand, discover relevant communities and then establish a meaningful organic presence on the platform. These tools will transform the way businesses engage on our platform, and in turn, connect people with the audiences they are most interested in. This year, we’ve also started to roll out machine translation to redditors in more than 35 additional countries. Redditors in relevant geographies can now translate their entire Reddit feed – including posts.”

As Zoe says, the key challenge for brands is “to strike the right balance between brand relevance and cultural resonance when collaborating with niche communities. In a world where brands are shifting from dictators of culture to facilitators of culture, there is an imperative for them to loosen their grip on rigid brand guidelines and invite the ‘unauthorised’ creativity of fan communities to enrich their brand world. Having too tight a rein can lead to inauthentic community partnerships, but a rein too loose can also lead to a loss in control and credibility over how your brand shows up in culture. So balance is key.”

Miki Sim, director of platforms and culture at VaynerMedia APAC shares another thinking point. “As content supply grows, trends move faster and generative AI amplifies the pace, communities are increasingly retreating to real-world spaces and private groups to regain a sense of control. On top of this, post-pandemic, activity clubs such as running groups surged in popularity worldwide, providing younger generations with opportunities to form new friendships offline. This marks a shift away from the convenience of apps and social media, as many seek deeper, serendipitous connections that the digital world often cannot replicate.

“For creators, the volatility of social platform algorithms has also made it harder to build sustainable businesses. Many are turning back to email newsletters to cultivate direct, algorithm-free relationships. Similarly, fan groups and creators are embracing decentralised platforms like Discord and Bluesky to foster deeper, more invested connections without being subject to the intrusion of advertisements. Even mainstream platforms are taking note. TikTok and Instagram now offer features allowing users to refresh their feeds, giving them the power to start anew.

“I see two sides of the coin that coexist at the same time,” she concludes. “On one hand, we could all have the opportunity to amplify our niche interests and connect with anyone through major social platforms now built on the Interest Graph. On the other hand, we also have the option to swing back to more intentional, deeper interactions with a long-term community – whether through offline activities, private online spaces, or a mix of both.”