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Social Media has become an integral part of our daily lives, and it has revolutionized the way we communicate, interact, and consume information.
Look, in all honesty, it's highly unlikely that someone isn't familiar with social media titans such as Facebook, Instagram, and Twitter.
With the rise of new technologies and changing consumer behaviour, emerging social media platforms are constantly popping up, offering new opportunities and challenges for marketers and social media managers.
Today, we look into the emerging social media platforms like Twitch, Clubhouse, LinkedIn and Instagram Reels, their unique features, and the opportunities and challenges they present for marketing professionals and social media managers.
Social Platform Opportunities and Challenges
Emerging social media platforms offer new opportunities for marketers and social media managers to reach their target audience and build a community around their brand.
However, they also present unique challenges that need to be addressed.
Some of the opportunities and challenges of emerging social media platforms include: Opportunities:
Reach a new and engaged audiences
Showcase creativity and authenticity
Build a community around your brand
Engage with your audience in real-time
Stay ahead of the competition
Challenges:
Keeping up with the latest trends and best practices
Creating content that resonates with the platform's users
Adapting to the platform's unique features and algorithms
Gaining traction on a new and evolving platform
Measuring the ROI of your social media efforts
TikTok - Social Platform
TikTok is a global phenomenon in the world of social media. It's a social media platform that has become increasingly popular among younger generations over the years.
Originating as a lip-syncing app called "Musical.ly" before being rebranded, it has grown exponentially in popularity across different age groups.
It allows users to create and share short videos with music, filters, and special effects.
The platform has more than 1 billion active users worldwide, and it is a great platform for brands to reach a younger audience.
TikTok key statistics
TikTok generated an estimated $9.4 billion revenue in 2022, a 100% increase year-on year
TikTok had 1.7 billion monthly active users in 2023 and is expected to reach two billion by the end of 2024
In China, TikTok is accessed by over 780 million users daily
TikTok has been downloaded over three billion times
TikTok's Unique Features:
Short-form Videos: TikTok primarily features 15-second videos, although users can combine clips or use other tools to create videos up to 60 seconds long.
For You Page (FYP): A personalized content feed based on user interaction, preferences, and viewing habits.
Duet Feature: Allows users to create content alongside another user's video.
Sounds and Music Library: Extensive collection of tracks and sound bites that users can add to their videos.
Video Effects and Filters: A variety of AR effects, filters, and editing tools to enhance videos.
One of the unique features of TikTok is its algorithm.
Unlike other social media platforms, TikTok's algorithm is designed to show users content that is relevant and engaging to them, even if they are not following the creator.
This means that brands have the opportunity to reach a wider audience on TikTok than on other platforms.
To succeed on TikTok, brands need to be authentic, creative, and entertaining.
They need to create content that resonates with the platform's users and adds value to their experience on the platform. Some of the most popular types of content on TikTok include dance challenges, lip-syncing, and comedy skits. Another unique feature of TikTok is its use of hashtags. Hashtags are a great way for brands to increase their visibility on the platform and reach a wider audience. Brands can use popular hashtags that are relevant to their industry or create their own branded hashtags to encourage user-generated content.
TikTok's Advantages:
Engagement: The short video format keeps users engaged, leading to longer app usage times.
Viral Potential: The platform's algorithm can propel any user's video to go viral, not just content from popular creators.
Creativity: The app's tools and features allow for immense creativity, enabling users to express themselves uniquely.
Diverse Audience: While initially popular among Gen Z, it now boasts a diverse age demographic.
Branding Opportunities: Businesses can capitalize on challenges, trends, and influencer partnerships to promote their brand.
TikTok also offers a range of advertising options for brands, including in-feed ads, brand takeovers, and sponsored hashtag challenges. These advertising options can help brands reach a wider audience and increase their visibility on the platform. However, TikTok is not without its challenges. The platform is constantly evolving, and it can be challenging for brands to keep up with the latest trends and best practices.
TikTok's Disadvantages:
Privacy Concerns: There have been various concerns and discussions regarding user data privacy and potential sharing with foreign governments.
Content Saturation: Due to the app's immense popularity, there's a constant influx of content, making it challenging for creators to stand out.
Potential for Misinformation: As with many platforms, there's potential for the spread of misinformation or misleading content.
Short Content Lifespan: Given the fast-paced nature of the platform, content might not have a long-lasting impact or shelf-life.
Demographic Limitations: While its user base is diversifying, many still perceive TikTok as a platform primarily for younger audiences, which might not suit all branding or marketing goals.
Brands should be careful about creating content that is appropriate for the platform's younger audience and aligns with their brand values.
While TikTok offers a dynamic platform for expression and engagement, like all social media, it comes with its own set of challenges and considerations. Potential users and marketers should weigh these factors to harness the platform's potential effectively.
Clubhouse - Social Platform
Clubhouse emerged as a new player in the social media arena, offering an entirely audio-based experience. It's an audio-only based social media platform that allows users to join virtual rooms and participate in live conversations.
It has gained popularity among entrepreneurs, thought leaders, influencers and celebrities.
Clubhouse offers a unique opportunity for brands to engage with their audience in real-time and build a community around their brand.
One of the unique features of Clubhouse is its focus on audio-based content.
Clubhouse Unique Features:
Exclusive Invitations: Initially at launch, Clubhouse was invite-only, creating a sense of exclusivity among users.
Audio-Only Rooms: Conversations on Clubhouse are exclusively audio. No videos, no pictures—just voice.
Voice-Only Platform: Because Clubhouse is entirely based on audio, fostering deeper connections and conversations is a positive outcome.
Open and Closed Rooms: Users can join various rooms to listen in on discussions. Some rooms are open to all, while others are private or for followers/members only.
Rooms: Users can create or join “rooms” where discussions, panels, or Q&A sessions happen.
Closed Conversations: Once the conversation is over, it's not saved or stored, which can make discussions feel more intimate and candid.
Moderation Tools: Room creators or moderators can control who speaks and can bring attendees "on stage" to participate in discussions.
Clubs: Clubs are akin to groups or communities where users can join based on interests or affiliations.
Scheduled Events: Users or clubs can schedule talks, discussions, or events that others can RSVP to.
Invitation-Only (initially): Clubhouse initially operated on an invite-only basis, where existing users could invite a limited number of new members.
This means that brands have the opportunity to engage with their audience in a more personal and authentic way on Clubhouse. To succeed on Clubhouse, brands need to create content that is informative, educational, and adds value to the platform's users.
They need to showcase their expertise and engage with their audience in a way that resonates and connects with them, and doesn't try to "sell them" on anything. This is usually picked up pretty easily by its users.
Clubhouse Advantages:
Real-time Engagement: The live audio format promotes real-time interaction and networking.
Diverse Conversations: Users can explore rooms covering a vast array of topics, from business to entertainment.
Networking Opportunities: Professionals can connect with experts, industry leaders, and influencers.
Inclusivity: Provides a platform for those who might be more comfortable with voice interactions rather than video or text.
Minimal Production Effort: Without the need for video or extensive editing, hosting discussions becomes simpler and more spontaneous.
Some of the most popular types of content on Clubhouse include industry discussions, Q&A sessions, and thought leadership talks as mentioned above in the quick bullet points. Another unique feature of Clubhouse is its exclusivity. Clubhouse is currently only available on iOS (Apple), and users need to be invited to join the platform through a connection.
This means that Clubhouse has a highly engaged and discerning audience, which can be both an opportunity and a challenge for brands. However, Clubhouse is not without its challenges. It is still in its early stages, which means that it can be challenging to gain traction on the platform.
Clubhouse Disadvantages:
Exclusivity: The initial invite-only model limited the app's accessibility and might have excluded interested users.
No Content Record: Since discussions aren't typically recorded, valuable content can be missed if users don't join live.
Moderation Challenges: The live nature of the app can lead to unforeseen issues, including potential misinformation or harmful content spreading without immediate checks.
Lack of Anonymity: The platform requires real names, which can deter those who prefer to maintain a level of anonymity online.
Platform Limitation: Initially, Clubhouse was only available for iOS users, excluding a significant number of potential users on other platforms, though this changed as the app expanded.
Clubhouse's suitability depends on individual or business needs.
Its unique audio-only approach to social networking offers both fresh opportunities and distinct challenges in the evolving digital landscape. Brands need to be patient and persistent in building their presence on Clubhouse, and they need to adapt to the platform's unique features and culture.
Instagram Reels
Instagram Reels is a newer feature on Instagram that allows users to create short-form videos with music, filters, and special effects.
It is similar to TikTok, and it has become a popular feature among Instagram users.
Instagram Reels offers a great opportunity for brands to reach a wider audience and showcase their creativity.
Unique Features:
15-60 Second Videos: Users can record videos up to 60 seconds in segments or upload from their gallery.
Audio Library: Users can access Instagram's extensive music library to accompany their videos.
AR Effects: Offers a variety of augmented reality effects to enhance videos.
Speed Control: Users can speed up or slow down a section of the video or the audio.
Align Tool: Helps users line up objects from a previous clip before recording the next, aiding in seamless transitions.
Dedicated Feed: Though part of Instagram, Reels has its own feed, distinct from the regular IG feed.
One of the unique features of Instagram Reels is its integration with Instagram's existing features. Instagram Reels can be shared on a user's profile, in their stories, and in the explore section of the app. This means that brands have the opportunity to reach a wider audience on Instagram and increase their visibility on the platform.
To succeed on Instagram Reels, brands need to create content that is creative, entertaining, and adds value to the platform's users. They need to showcase their brand personality and engage with their audience in a way that resonates with them.
Advantages:
Boosted Engagement: Reels often enjoy higher engagement rates compared to other post types on Instagram.
Enhanced Creativity: The range of tools and features allows users to get inventive with their content.
Broader Reach: With its own feed and a spot on the Explore page, Reels can reach a wider audience, even those who don't follow the creator.
Alternative to TikTok: For those in regions where TikTok is banned or not preferred, Reels provides a similar experience within the familiar Instagram interface.
Monetization Potential: Instagram is gradually introducing ways for creators to monetize their Reels.
Some of the most popular types of content on Instagram Reels include dance challenges, lip-syncing, and comedy skits. Another unique feature of Instagram Reels is its use of hashtags. Hashtags are a great way for brands to increase their visibility on the platform and reach a wider audience. Brands can use popular hashtags that are relevant to their industry or create their own branded hashtags to encourage user-generated content. Instagram Reels also offers a range of advertising options for brands, including in-feed ads and sponsored content.
These advertising options can help brands reach a wider audience on the platform and increase their visibility.
However, Instagram Reels is not without its challenges.
Instagram Reels, while a dynamic tool for content creation, comes with its own set of disadvantages.
The platform's algorithm is constantly changing, and it can be challenging for brands to keep up with the latest trends and best practices.
While a dynamic tool for content creation, it does come with its own set of disadvantages when compared to other social platforms.
Firstly, its format is often criticized for not being entirely original, drawing significant comparisons to TikTok and its model of content delivery. This has led some users to view it as a mere replication rather than an innovative feature.
With the influx of Reels, the Instagram platform itself risks becoming overcrowded, thereby competing for user attention against IGTV, Stories, and traditional posts. This can make it harder for creators to achieve visibility and engagement for their content.
The editing capabilities of Reels, though decent, still lag behind some competitors, offering fewer creative tools and effects.
Instagram Reels Disadvantages:
Not Entirely Original: Many view Reels as Instagram's response to TikTok's success, making it seem less innovative to some users.
Overcrowded Platform: Being a feature within Instagram, it competes for attention with IGTV, Stories, and regular posts, potentially diluting its impact.
Limited Editing Capabilities: While Reels offers various editing tools, some users feel that its capabilities are still limited compared to TikTok.
Discoverability Challenges: Due to the vast number of Reels being produced, standing out and ensuring content discoverability can be challenging for creators.
Monetization Limitations: While there's potential for monetization, the features and criteria are still being refined and aren't as established as other platforms.
Brands also need to be careful to create content that is appropriate for the platform's audience and aligns with their brand values.
Additionally, the algorithm governing Reels remains somewhat enigmatic, leading to unpredictability in content discoverability and reach. For businesses and creators who thrive on analytics, this can pose challenges in fine-tuning their content strategies.
Instagram Reels, while capitalizing on the short-video content trend, provides users a new medium to express themselves within the Instagram ecosystem.
Its success and utility, like all platforms and features, depend on the individual's or brand's goals and how they leverage its capabilities.
Twitch - Social Platform
Twitch is a live streaming platform primarily focused on video game streaming, but it has expanded to encompass a variety of content genres, including music performances, creative content, "Just Chatting" streams, and more.
Twitch allows users to stream live video content, interact with their audience in real-time, and build a community around their brand.
One of the unique features of Twitch is its highly engaged audience. Twitch users are passionate about the content they consume, and they are highly engaged with the creators they follow.
This means that brands have the opportunity to build a loyal and engaged community around their brand on Twitch.
To succeed on Twitch, brands need to create content that is authentic and adds value to the platform's users. They need to engage with their audience in real-time and build a community around their brand.
Twitch Unique Features:
Game Streaming: Initially designed for gamers to livestream their gameplay.
IRL Streaming: "In Real Life" streams where broadcasters share their everyday life or discussions.
Bits & Cheers: A virtual currency that viewers can buy and use to tip or 'cheer' for streamers.
Channels & Emotes: Subscribers to channels receive specific "emotes" they can use throughout Twitch.
Raid Function: Allows streamers to send their viewers to another live channel at the end of their stream.
Clips: Viewers can create short video clips of memorable moments from a livestream.
Extensions: Interactive overlays and panels developed by third parties, which streamers can use to enhance their streams.
Squad Streaming: Allows multiple streamers to broadcast together in a single view.
Amazon Prime Integration: "Twitch Prime" offers in-game loot, free monthly channel subscriptions, and other benefits for Amazon Prime members.
Some of the most popular types of content on Twitch include gaming, music, and creative streams.
Twitch Advantages:
Niche Audience: A platform that caters especially to gamers and tech enthusiasts.
Direct Engagement: Real-time chat allows for direct and instantaneous viewer-to-streamer interactions.
Monetization Opportunities: Multiple ways for streamers to earn, including ads, subscriptions, donations, and affiliate links.
Community Building: Streamers can cultivate tight-knit communities around their content.
Diverse Content: Beyond gaming, there's a growing segment of music, art, talk shows, and educational content.
Integration with Amazon: Provides potential for enhanced exposure and additional benefits due to its affiliation with Amazon.
Another unique feature of Twitch is its monetization options. Twitch allows creators to monetize their content through subscriptions, donations, and sponsorships. This means that brands can partner with creators on Twitch to reach a highly engaged audience and increase their visibility on the platform. However, Twitch is not without its challenges
. The platform's audience is highly engaged and discerning, which means that brands need to create content that is authentic and adds value to the platform's users.
Twitch Disadvantages:
Saturation: With the increasing number of streamers, it can be challenging for new creators to get noticed.
Troll Behavior: The live chat feature can sometimes invite unwanted or toxic comments.
Stringent Music Copyright Policies: Streamers have faced bans or mutes for playing copyrighted music, even unintentionally.
Inconsistent Enforcement: Some users argue that Twitch's terms of service are not always consistently or fairly enforced.
Technical Challenges: Streaming, especially in high quality, requires a good internet connection and hardware setup.
Demanding Schedule: Successful streaming often requires a consistent and lengthy schedule, which can be demanding.
Brands also need to be careful to align their brand values with the content they create on Twitch.
Like all platforms, Twitch offers a set of unique opportunities and challenges. Its appeal lies in its real-time engagement and community focus, but it requires a dedicated effort from streamers to navigate and capitalize on its ecosystem effectively.
LinkedIn - Professional Platform
LinkedIn is a professional networking platform that has been around for over a decade.
However, it has recently undergone a transformation, and it has become a more engaging and interactive platform.
LinkedIn allows users to connect with other professionals, showcase their expertise, and build a personal brand.
One of the unique features of LinkedIn is its focus on professional networking.
With a vast community comprising professionals from every industry and corner of the globe, LinkedIn has earned its reputation as "the professional network."
At present, LinkedIn boasts over 660 million members spanning more than 200 countries.
Individuals primarily join LinkedIn to establish a professional persona and cultivate valuable business contacts, aiming to expand their career horizons.
Its primary advantage lies in its accessibility: rather than navigating the logistical challenges of in-person recruitment, selection, training, or networking, users can seamlessly connect and engage via LinkedIn online.
This means that brands have the opportunity to reach a professional audience on LinkedIn and showcase their expertise.
Nike uses LinkedIn (as the example shows below) to connect on a more personal level with it's audience bringing professional athlete self-expressions to a larger audience.
To succeed on LinkedIn, brands need to create content that is informative, fun, educational, personalized and adds value to the platform's users. They need to showcase their expertise and build a brand message that resonates with their target audience. Some of the most popular types of content on LinkedIn include thought leadership articles, education, industry news, and career advice, but can be used for so much more! We'll tackle that in another post in the coming months! Another unique feature of LinkedIn is its advertising options. LinkedIn offers a range of advertising options for brands, including sponsored content, sponsored InMail, and display ads. These advertising options can help brands reach a wider audience on the platform and increase their visibility. However, LinkedIn is not without its challenges. The platform's algorithm is still evolving, and it can be challenging for brands to create content that resonates with the platform's users. Brands also need to be careful to create content that is appropriate for the platform's professional audience and aligns with their brand values.
Benefits of Using Social Platforms to Amplify Your Brand Message
Social platforms have emerged as powerful tools for brands seeking to amplify their message and foster deeper connections with their audience.
With billions of active users globally - across all platforms, these social networks provide unparalleled access to diverse demographics, enabling targeted and interactive communication at an unprecedented scale.
Harnessing the potential of social media not only increases brand visibility but also fosters loyalty, drives engagement, and offers real-time insights into consumer preferences.
Using social platforms to amplify your brand message offers numerous benefits.
Incorporating social media into your brand's marketing strategy can amplify its message and drive meaningful results - but it takes time, and a well crafted strategy.
Here, we list the multifaceted benefits of using social platforms to magnify your brand's voice and presence in the digital landscape.
Increased Reach: Social platforms have billions of active users, allowing brands to reach a vast and diverse audience that might be difficult to access through traditional marketing channels.
Targeted Messaging: Through ad tools and audience insights, brands can target their messages to specific demographics, locations, interests, and behaviors, ensuring that content reaches the most relevant audience.
Cost-Efficient: Compared to traditional media, social media marketing can be much more cost-effective, especially given the potential reach and precision targeting.
Real-Time Engagement: Social platforms facilitate real-time interaction with audiences. Brands can get immediate feedback, answer queries, and engage in dynamic conversations with their followers.
Enhanced Brand Loyalty: Regularly engaging with customers and providing value through content can lead to increased brand loyalty and advocacy.
Versatility of Content: Brands can use a mix of videos, images, articles, stories, polls, and more to convey their message, making the content more engaging and suited to different audience preferences.
Analytics and Insights: Social platforms provide detailed analytics about how content is performing, allowing brands to measure ROI, understand their audience better, and refine their strategies based on real data.
Viral Potential: Content that resonates can be quickly shared and go viral, exponentially increasing its reach and impact without additional costs.
SEO Benefits: Active social media profiles and shared content can benefit a brand's search engine optimization (SEO) strategy, leading to increased branded organic traffic.
Humanize the Brand: Social platforms allow brands to showcase their company culture, values, and behind-the-scenes content, making them more relatable and human to their audience.
Crisis Management: In the face of controversies or service disruptions, social media provides a platform for brands to communicate directly and transparently with their customers, managing narratives and clearing misunderstandings.
Collaborations and Partnerships: Brands can collaborate with influencers, celebrities, or other brands on social media, leveraging each other's audiences for mutual growth and exposure.
Community Building: Over time, brands can cultivate a community of loyal followers and enthusiasts on social platforms, which can be a valuable resource for feedback, user-generated content, and organic promotion.
Stay Top of Mind: Regular posting and engagement can ensure that the brand stays on top of the audience's mind, increasing the chances of conversions and repeat business.
However, success requires a team, consistent effort, understanding the unique dynamics of each platform (as well as you're intended customers), as well as delivering genuine value to the audience.
Conclusion
As everything continuously evolves, emerging social media platforms present both fresh opportunities and distinct challenges for marketers and social media managers.
These platforms offer innovative ways to connect with audiences, tap into trending formats, and potentially gain a competitive edge.
While there's undeniable potential in pioneering a brand's presence on these platforms, it's equally vital for professionals to approach them with a discerning eye.
Balancing the allure of novel features with a strategic, data-driven approach will be the key to navigating this ever-expanding realm of digital communication.
3 points in order to succeed on these platforms, Brands need to be:
Authentic
Creative
Engaging
They need to adapt to the platform's unique features and algorithms and create content that resonates with the platform's users.
By staying ahead of the competition and building a community around their brand, marketers and social media managers can leverage emerging social media platforms to reach a new and engaged audience and achieve their marketing goals.
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