Horizontal Social Networks and Vertical Social Networks
Posted: Mon Apr 21, 2025 4:51 am
Knowing how to use horizontal and vertical social networks in a social media marketing strategy makes all the difference when planning an action on these media.
We are currently faced with a multitude of social networks on the Internet, each with its own characteristics and audience, but when it comes to social media marketing we need to identify those that best fit the profile of the target audience of our campaigns.
Therefore, it is necessary to classify networks according to their structure so that we can fit them into our project.
Horizontal social networks are the most generic, as their objective is simply to create a digital environment in which people can communicate and share content, such as the late Orkut , Facebook, Instagram and , more recently, TikTok .
In general, horizontal social usa mobile database networks do not have many barriers to relationships between participants because they follow a linear model of content distribution of the “social meeting” type where all members must have unlimited access to the content published by other members.
Because they allow broad movement through shared content, they are called Horizontal Networks .
Because they are generic, horizontal social networks tend to have a high number of participants since the profitability of the model depends on the number of Page Views and their advertisers tend to cover a wider spectrum of products and services.
When to use horizontal social networks in your marketing strategy
For the purposes of application in social media marketing , horizontal social networks are more suitable when we have a very broad and poorly segmented audience.
Typical advertisers on these networks are usually companies that operate in different sectors and target different audiences, such as large magazines, and that also advertise on other broad paid media, such as Google Ads . Facebook , due to its size, has developed its own advertising network, Facebook Ads, which it also shares with Instagram.
2 – Vertical Social Networks
Vertical social networks are more segmented networks and tend to group together people who have a common interest.
These are networks created for debate around a specific topic (music, photos, work, hobbies, etc.) and therefore bring together a more uniform audience in terms of profile.
Some authors consider vertical social networks as a sophisticated version of the old discussion forums that also worked in this way.
In order to maintain a minimum of order, it is a characteristic of vertical social networks to present barriers to accessing content, such as the creation of groups and communities within the network itself.
Currently, the best and most successful example of a vertical social network is LinkedIn , which brings together people interested in professional relationships.
As they have a more restricted audience, these networks tend to have a smaller number of participants than what we see in Horizontal Networks, as the affinity with the network's focus works as a natural exclusion factor.
We are currently faced with a multitude of social networks on the Internet, each with its own characteristics and audience, but when it comes to social media marketing we need to identify those that best fit the profile of the target audience of our campaigns.
Therefore, it is necessary to classify networks according to their structure so that we can fit them into our project.
Horizontal social networks are the most generic, as their objective is simply to create a digital environment in which people can communicate and share content, such as the late Orkut , Facebook, Instagram and , more recently, TikTok .
In general, horizontal social usa mobile database networks do not have many barriers to relationships between participants because they follow a linear model of content distribution of the “social meeting” type where all members must have unlimited access to the content published by other members.
Because they allow broad movement through shared content, they are called Horizontal Networks .
Because they are generic, horizontal social networks tend to have a high number of participants since the profitability of the model depends on the number of Page Views and their advertisers tend to cover a wider spectrum of products and services.
When to use horizontal social networks in your marketing strategy
For the purposes of application in social media marketing , horizontal social networks are more suitable when we have a very broad and poorly segmented audience.
Typical advertisers on these networks are usually companies that operate in different sectors and target different audiences, such as large magazines, and that also advertise on other broad paid media, such as Google Ads . Facebook , due to its size, has developed its own advertising network, Facebook Ads, which it also shares with Instagram.
2 – Vertical Social Networks
Vertical social networks are more segmented networks and tend to group together people who have a common interest.
These are networks created for debate around a specific topic (music, photos, work, hobbies, etc.) and therefore bring together a more uniform audience in terms of profile.
Some authors consider vertical social networks as a sophisticated version of the old discussion forums that also worked in this way.
In order to maintain a minimum of order, it is a characteristic of vertical social networks to present barriers to accessing content, such as the creation of groups and communities within the network itself.
Currently, the best and most successful example of a vertical social network is LinkedIn , which brings together people interested in professional relationships.
As they have a more restricted audience, these networks tend to have a smaller number of participants than what we see in Horizontal Networks, as the affinity with the network's focus works as a natural exclusion factor.