The New Social Media Platform Guide
Eeny, Meeny, Miny, Moe.
Catch a social media platform trend before it goes.
If it sticks, then post some more.
Eeny Meeny Miny Moe.
When it comes to social media platforms, it feels like there is a new one popping up every day, as if there isn’t plenty to choose from.
Now don’t get me wrong. I love discovering new social media platforms as a user.
However, it can be annoying when it comes to using them on a professional level for a brand.
Simply because, as a social media manager, you want to make sure you are on top of all of the new platforms and trends to ensure you are providing your clients with the best strategies.
The big question becomes should a brand try a new social media platform when it first emerges or wait until it has proven successful?
Don’t worry! If you are not sure which answer to choose, it’s normal.
Luckily, there isn’t any right or wrong answer.
When deciding whether to try a new platform immediately or to sit back and observe how long it lasts, you just have to answers these three questions.
1. Does the new social media platform cater to your target audience?
Now, since every brand is unique with its own audience, it is obviously not ideal to just try every new platform.
It is essential to analyze and evaluate the latest social media platform to ensure sure it will meet your audiences’ needs.
For instance, a new social media platform that features advanced video effects wouldn’t be ideal for a brand that targets people who prefer audibles over videos.
2. Will the platform help you accomplish your brand’s goals?
Once you have identified whether or not the new platform serves your audience, then you can take a look at your brand’s goals and decide if it will help you achieve them.
For example, if one of your goals is to increase brand awareness, if your target audience utilizes the new platform, it can help you reach new customers.
3. Do you have the resources and tools to be successful on this new platform?
If it aligns with your goals and provides you with effective marketing, the next thing to evaluate is the time and resources needed to perform well on the new platform.
The key is to make sure it does not interfere with the consistency on other platforms or affect the budget.
For example, if the new platform is based on audio effects, you would need microphones and audio editing equipment to be successful.
If you don’t already have the equipment, you have to purchase the new items, affecting the budget.
Not to mention, having to spend time training staff on how to use the equipment will take up valuable time for a platform that may not last long.
Basically, if you answer these three questions, you can make a sound decision on whether to hop on a new platform or patiently wait to make sure it is worth it.
Now that we got the business out of the way let’s get into some fun.
As I’ve covered above, new social media platforms are popping up like weeds in a garden.
One new social media platform that became popular in the past year was, of course, TikTok.
Now, for those of you who are like me and are addicted to surfing the app store for new social media platforms, you know TikTok isn’t as new as everyone thinks.
It was actually known initially as Musical.ly, which allowed users to create and post 15–20 second videos of themselves lip-syncing or dancing to popular songs.
The app was sold and later rebranded to TikTok.
The new platform combined Musical.ly’s features with filters, video effects, and longer videos. This helped the platform expand its reach and market to a larger audience with authentic content, like DIY videos, funny skits, tips, Livestream videos, and more.
As we all saw in 2020, when the pandemic broke out, TikTok made its mark on the world and had everyone trying to learn a new dance at home.
With this in mind, it is pretty clear that TikTok is one of those new social media platforms that will stick around for a while.
Not convinced? Think about this. Why would popular social media networks like Instagram and YouTube create new features within their platforms that are similar to TikTok?
Yep, you are on the right track. Instagram created Reels, YouTube made Shorts, and Snapchat launched Spotlight because they noticed that the market was growing and decided to get in on the trend.
In other words, they knew that TikTok was on to something, and they wanted to make sure they provided their audience with everything they need to ensure loyalty.
With all of this in mind, don’t be afraid to try new social media platforms. Just make sure it’s the right fit for your brand. Simple right?
Happy choosing!
