Increasing Popularity of Niche-Focused Social Networks for Hobbies in Recent Years

Bloomberg’s report sheds light on the growth in the number of users on niche-interest social networking platforms, a trend that started rising during the COVID-19 pandemic and continues to grow. This shift in user behavior is evident in the numbers.

Leading the pack is Letterboxd, a social platform for movie enthusiasts, which saw an increase from 1.8 million accounts in 2020 to a staggering 14 million recently, marking a 55% growth just last year. Similarly, AllTrails, catering to hikers, experienced a 10% user surge to reach 60 million accounts, while Strava, favored by runners and cyclists, saw a 20% uptick to 120 million accounts. This growth has seen a significant leap during the pandemic as well.

Bernie Hogan, a scholar from the Oxford Internet Institute, notes that large-scale social platforms face issues where work colleagues, family members, and close friends all hold the same value on these platforms. Users seek safe spaces to engage in conversations that align with mutual interests, regardless of platform size. Therefore, the growth in social platforms focusing on leisure activities or hobbies during spare time is observed.

On the other hand, Karen North, a professor specializing in social media at USC Annenberg, suggests that smaller social media communities have better opportunities in accessing marketing avenues compared to larger platforms. For instance, platforms like Letterboxd often secure privileges from film companies ahead of others, and Strava collaborates with sports equipment brands, among other examples.

The trend of users seeking specialized conversations on social media is not new, as observed by the struggles of giants like Facebook and X. While Facebook has highlighted the importance of Groups, X has emphasized on building Communities. However, Professor North points out that both Facebook and X remain relevant as they cater to the broader society as well as smaller interest-focused communities.

TLDR: Niche-interest social networking platforms are experiencing significant user growth, driven by users seeking specialized conversations, while large-scale platforms are reconsidering their approach to cater to these changing behaviors.