As use of social networks steeps deeper into everyday usage, the birth of smaller niche networks is inevitable. There’s lots of talk about how the current online habitat favours a social network to rule them all (like Facebook) and how niche communities should shoehorn their way on the computer screens of these gigantic networks using widgets and custom applications.
While the discussion rages on, small niche social networking sites are cropping up like mushrooms hoping to capitalise on specialised hobbies and interest groups.I came across Ravelry just recently. It’s a crafting community dedicated to knitters and crochet-makers. Every member has a notebook that they use to aggregate their Ravelry presence. A fancy crafting profile of sorts. In the notebook, they can publish their projects, swap patterns, advertise what materials they have and if they are willing to sell these materials. There’s also a whole bunch of groups to get involved in. Blog posts and Flickr pictures can be imported into Ravelry notebooks as well. It’s all very interactive.
One of the best features about Ravelry is the way that members can share patterns. So, for example, as I’m knitting a sweater, I can publish the pattern I’m using. I can take photos and keep you abreast of how I’m getting along. If you like what I’m doing, you can check my pattern and the materials I’m using. If you decide that you’d like to make the same sweater, you can queue up the project. The sharing of experience from the beginning of the piece to the end, is where I think Ravelry shines. You get a palpable feeling that crafters are sharing their know-how, the yarn recommendations and the needles they use. Crafters share experiences from planning to finish. Almost like how crafts we taught for hundreds of years, by the hearth of the fire and by the side of the experienced teacher.
Going beyond member interaction, look at the direct marketing traction that small suppliers can have on community site like Ravelry. Ravelry has it’s own advertising model. Small pane ads that sit under member notebooks. The nice thing about Ravelry’s community from a marketing perspective is the fact that members publish what materials they have bought for projects. A free and easy way to see how grassroots customers responding to product and to track breaking trends in demand. Yes, Ravelry may do this on a small scale, but grow the community in a loving and progressive way, like it is presently at about a thousand new users a day, and you have a sizable group of plugged in customers. Add in advertisers offering nice freebies and sponsored content valuable to crafters - like patterns, recommending material or expert tips and there are some real opportunities on show for advertisers, crafters and Ravelry alike.
What would be nice is if Ravelry build out more formal relationships with Etsy and other craft shopping sites so that crafters could pool their products easier and push them out to buying public. Ravelry could make a small but tidy percentage based on this relationship, for very little outlay. This would make Ravelry a bit more sticky to crafters also.
The real mettle will show itself on return users to Raverly and other niche networks. Crafters are notoriously dedicated, if Raverly pulls them in the right way, I can see the community grow from strength to strength. The jury is still out on niche social networks. There will be winners and losers along the way. I wonder where Ravelry will stand in the shake-out.
Ravelry is still in Beta. Check out Raverly.com and sign up for an invite.