With the rise of niche sites, famous personalities are hoping to capitalize on their social media followings. Celebrities like Lady Gaga and Zooey Deschanel have created unique social communities that offer more advertising potential than the popular platforms.
Advertisers have shown little interest in interacting directly with celebrities to engage their Facebook fans and Twitter followers. Kim Kardashian, Snoop Dogg, and Charlie Sheen all tried to entice marketers by offering to endorse brands in Tweets, but they were relatively unsuccessful.
However, new niche communities, such as Gaga's LittleMonsters.com and Deschanel's HelloGiggles, offer more advertising potential. They cut out Facebook and Twitter as the middle man and allow celebrities to partner directly with marketers. On these niche sites, brands can use the whole platform to market to a very specific audience.
If these communities rise in popularity, they will provide marketers with an opportunity to effectively target specific demographics.
[source]
