# Niching: what it is and how it works · Zorraquino
> Niching is the tendency of people online to cluster around very specific interests, forming niche communities.
URL: https://www.zorraquino.com/en/dictionary/internet/niching.html

# Niching

Niching is the tendency of people online to cluster around very specific interests, forming niche communities

What it means, how it is used and where it comes up, with its related concepts.

[The whole glossary](https://www.zorraquino.com/en/dictionary)

## What it is and how it works

Social networks, forums and content platforms make it easy for enthusiasts or professionals in a particular field to find each other, talk and share, rather than relying on mainstream media. Groups, communities on platforms such as Reddit or Discord, topic-based servers and specialist accounts are examples.

For brands, it means audiences are fragmented and it is often more useful to take part in specific communities with relevant content than to chase a mass audience. It is related to niche marketing, although that is a company strategy, while niching describes user behaviour.

Also known as

niche communities

Topics

[Technology and data](https://www.zorraquino.com/en/dictionary/category/tecnologia-y-datos)

## Related concepts

- [Niche marketing](https://www.zorraquino.com/en/dictionary/digital-marketing/niche-marketing.html)
- [Market niche](https://www.zorraquino.com/en/dictionary/digital-marketing/market-niche.html)
- [Brand community](https://www.zorraquino.com/en/dictionary/branding/brand-community.html)