By interest, not location
Niche Outlet Marketing
Reach national audiences through the social accounts they follow for the things they care about most.
What it is
The LOM model, organized by interest.
Niche Outlet Marketing (NOM) uses trusted social media accounts built around a specific interest, which we call niche outlets, to promote products, services, and offers to the people most likely to care.
Where local outlets gather an audience around a place, niche outlets gather one around a passion: a sport, a sense of humor, a show, a hobby, a stage of life. Their followers are spread across the country, but they share something more useful to a marketer than a zip code.
We run it the same way we run Local Outlet Marketing. We source and vet the outlets, shape the content to fit each one, manage delivery, and send one simple invoice.
In practice
A niche outlet post, in the feed.
When Hipcamp expanded from campsites into lodging, we ran giveaway posts on niche outlets focused on travel, cabins, and vacations. The audience was already looking for places to stay, so the offer fit right in.
Our approach
Speak the language
of the niche.
Every niche has its own references, humor, and standards for what counts as worth sharing. Content that ignores them gets scrolled past. Content that gets them right reads like it belongs in the feed.
We write and design each promotion in the voice of the outlet running it, so your offer shows up as something the audience would have wanted to see anyway.
One campaign, three outlets
Same product. Same offer. Here is how a single app launch campaign gets delivered across three different niche outlets.
“Hawks fans get special access to a new app.”
Framed around the team the audience already rallies behind, so the offer feels like it was made for them.
“The dumbest friend you know will hate this new app.”
Delivered as a joke in the outlet’s own voice, so it earns shares the way the rest of its content does.
“This new app could save users hundreds.”
Presented as useful information from a source the audience already turns to for money advice.
The interests
Find your audience by what they follow.
Pick up to 10 interests to start building your campaign.
Tap the interests that fit your brand.
How it works
Same process, different audiences.
Tell us who you want
Share your goals, budget, and the interests your customers have in common.
Choose your outlets
We propose a vetted list of niche outlets. You pick the ones that fit.
Approve the content
We draft creative and copy in each outlet’s voice. Nothing posts without your sign-off.
Go live
We coordinate posting, monitor delivery, and send one simple invoice.
Need to reach specific cities or states?
Local Outlet Marketing targets audiences by where they live. Many campaigns combine both.
Explore Local Outlet MarketingLooking for content creators or influencers?
We source creators who fit your brand and manage the partnership from start to finish.
Explore Creator MarketingFAQ
Niche outlets, explained.
What is a niche outlet?
A social media account built around a specific interest instead of a location, such as a sports page, a humor account, or a finance page. Its followers are spread across the country but share the same passion.
How is this different from Local Outlet Marketing?
The process is the same. The targeting is different. LOM reaches people by where they live. NOM reaches people by what they follow. Many campaigns use both.
How is it different from influencer marketing?
Niche outlets are built around a topic, not a person. Your promotion is delivered as content that fits the page, in its usual format and voice, instead of a personal endorsement.
Can I narrow a niche campaign to certain markets?
Niche outlets have national audiences, so they are not location-specific. If you need both an interest and a location, we pair niche outlets with local outlets in the markets you care about.
Does every outlet run the same post?
No. The product and offer stay the same, but we write and design the content for each outlet so it matches what that audience expects to see. You approve everything before it goes live.
How much does it cost?
Pricing depends on the outlets selected, their audience size, and the deliverables. After an initial conversation, we send a proposal with a price for each outlet so you can choose what fits your budget.
Get started
Know who you want to reach?
Tell us the interests your customers share. We’ll come back with niche outlet options, pricing, and a plan built around your budget.
Not sure which interests fit? Tell us about your product and we’ll suggest them.