Niche social network advertisers are hard to land. Here’s one niche site that has signed partnerships and sponsorships with brands like Wells Fargo, Fiat, David Yurman, Saks Fifth Avenue and General Motors. It’s targeted to the professional gay and lesbian niche.
A competitor to Linkedin, the niche social network dot429.com describes itself as:
“a professional network for the lesbian, gay, bisexual and transgender community and our allies. We are dedicated to connecting LGBTA professionals online and in person. Join us as we build our community and continue to improve our website. Start connecting with some of the most inﬂuential and successful among the LGBTA community where together we can achieve even more.calls itself a “multi-platform network” for gay professionals but really amounts to a kind of hybrid — part social network, part events company, part vehicle for marketers to reach a coveted demographic.”
According to a recent article in the New York Times, “Richard Klein, the chief executive of dot429.com, said the goal of creating the site ‘was about bringing the community together in person and creating something that is a lot more sophisticated than really what was out there,’ namely dating sites and blogs. Part of the draw for advertisers, he said, was the professional content on the site, which includes articles about the arts, business and politics and video interviews with professionals talking about issues affecting the lesbian, gay and transgender people.”
Income Demographics Attract Niche Social Network Advertisers
Advertisers are attracted to the gay/lesbian niche because of the group’s income profile. Male couples typically have higher incomes than heterosexual couples, and gay/lesbian couples are less likely to have children, giving them more disposable income. Some niche social network advertisers believe that this group is also more likely to purchase luxury brands.
Niche Social Network Lesson
What’s the take-away for others trying to build a business model around niche social network advertisers? If you use the ad model to generate revenues, figure out what user groups in your niche have the most income to spend in your area, and meet their needs to attract advertisers.