January 27, 2023
If there is one thing that brands have learned while navigating the social media landscape, it’s that social media strategy is not a ‘set it and forget it’ endeavor. It requires constant attention– to refine strategy, measure if your strategy is working, and to stay on top of new platforms and how they are being used. In order to stay competitive and remain current, it’s important that your team knows which social media platforms your brand should be using in the new year.
Here are 4 social media platforms, including a couple of new ones, that your brand should consider adding to your social strategy in 2023.
If an influencer campaign makes sense for your brand, either as part of a general strategy or for a specific initiative, TikTok is a must. Remember Vine? TikTik is a more robust version of that early version of the quick, often funny videos that went viral, with stronger engaged communities. TikTok also has several layers of niche audiences and sub-audiences, and the ‘Duets’ and ‘Stitch’-style videos are a brilliant way to reference other videos, allowing for an easy way to extend the reach of your videos. TikTok allows for endless creativity, with tools that make it simple to add music, filters, and other effects that do not require a professional videographer.
But the real power of TikTok that has evolved over the past few years is its ability to influence buying decisions. The potential ad reach on TikTok for users 18+ is 1.02 billion users, making TikTok Shop and TikTok Spark Ads a no-brainer for brands looking to influence purchase decisions.
For brands looking to cultivate more intimate conversations with their audience, Discord is a platform worth considering. It is a free voice, text, and video app that makes it easy to connect with individuals, groups as well as brands. It is already being used extensively by gamers who use the app to maintain larger group chats and spilt off into smaller, more specialized side conversations. Brands interested in fostering more inclusive communities as part of their brand story could find this aspect of Discord particularly useful, as an LGBTQ+ community can function as a larger group, as well as be split into smaller communities divided by region, age, etc., as conversations can be divided into smaller forums. There is no limit on how many people can be part of the communities on Discord, which along with the fact that it is free, makes it a perfect test ground for brands looking to build a deeper connection with their audience.
Shuffles by Pinterest
We already know that Pinterest is great for building mood boards and establishing a visual brand identity. But with Shuffles, users can create collages that can be cut out and animated. Shuffles is easy to use and can be accessed through a Pinterest account after logging in and following a series of prompts. Shuffles already has a devoted fan base, with the hashtag #shufflesbypinterest boasting over 9 million views on TikTok. People are using this hashtag to showcase their work, and marketers are already sharing the benefits of using the platform with brands. Brands can create these videos on Pinterest and then share them on other platforms like TikTok, YouTube Shorts, and Instagram Reels.
One platform that might be a bit trickier for brands to master to the best effect is BeReal. BeReal is a new app that is meant to be more authentic and a reaction to apps like Instagram, where users have grown weary of overly curated posts and images. This is how it works: randomly throughout the day, every day, users are sent a notification to snap quick two photos of themselves. One with their front camera, and one with their back camera. Users are only given two minutes to take their photos, so there is no time to curate, no time for anything other than what you are doing, exactly at that moment, regardless of where you are.
The trick for brands who choose to adopt BeReal as part of their marketing strategy will be how to employ its features without turning off users. But there are ways that marketers can use this platform for user-generated content, both externally by tapping into their audience and internally by having employees snap day-in-the-life photos, giving their audience a glimpse behind the scenes.
There’s no doubt that social media is a powerful tool that brands can use to cultivate and maintain connections with their audiences. It is also an effective way to get insights into how products and services can be improved. Brands looking for a new way to engage with their customers should consider adding these platforms to their social media strategies.
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