Clubhouse and roles and rooms, oh my god! Where is the best place to spend your marketing money?
Social media used to be easy. Each app had a specific purpose. Facebook was the platform where users could connect with friends and family. Instagram was for sharing photos. LinkedIn was for networking. As apps introduced new desirable features like stories, likes, and shares, competitor apps popped up and built the same features into their platforms. Then TikTok changed the game when they became the premier short video platform in 2020. Other social media platforms became jealous of their explosive growth, and competitors, particularly Instagram Reels, quickly emerged. We’ve also seen YouTube and Netflix launch similar short video offerings over the past few months.
TikTok isn’t the only victim of the copy-paste techniques used by other social media giants. Clubhouse’s exclusivity for only invitations to Apple users, celebrities, and entrepreneurs makes the social audio app highly desirable. We’ve seen Twitter adopt a similar model with Spaces, and Facebook is in talks to launch an audio-based app that will make them a direct threat to Clubhouse. With all of these changes and new apps, marketers and brands may feel overwhelmed about where to focus their efforts. How do you know which platforms need to be prioritized and which ones may not be worth your time and money? Here are a few ways to tackle the barrage of change we’ve seen on social media lately:
Experience the hype without making the effort too thin.
It’s easy to want to dive headfirst into every app and feature at once, especially when new launches generate excitement. However, as with all social media activities, there must be a plan in place. Make sure you plan your content and don’t exhaust yourself juggling too many platforms at the same time. By creating a social media calendar to manage brand, influencer, and affiliate content, using online programs, or working with an agency, you can ensure that you are consistent with messaging without doing too much or too little publish on a specific platform.
It is important to be present on multiple platforms in order to maximize the number of eyeballs your business can reach. This also helps keep content up to date for all audiences who may not be following your brand on all social channels. Cross-posting is an easy way to share content across multiple platforms and explore new venues before spending extra creative time and budget. However, opting for an all-in on a newer platform that is proving valuable deserves its own strategy. Some social apps now offer comprehensive promotional tools that can help you learn how to get started in the sometimes confusing landscape of social media marketing.
Stand out (or fit in!) On a rising platform.
Given that brands are excited about the movement of the audio apps, taking the time to review platforms and developing a comprehensive strategy is critical. By doing this, you will ensure that your time and energy are well spent and allow you to determine how, if at all, the functionality of the platform will best suit your business. It is an important approach to consider which groups you want to join and whether you want to be an active participant or a listener who follows industry trends. When one of your company’s thought leaders joins these conversations, not only can you participate, but you can also gain insight into what competitors and customers are doing.
While exploring firsthand the new venues that might be important to your brand is important, getting an outsider’s perspective is also wise. Talk to your influencers. What new platforms are you trying out? How do followers react? Are these venues suitable for sponsored content? What tactics did you find particularly effective for these new sites that could be customized for brand and influencer posts? These are all good questions to ask your team and influencers when launching campaigns on a new platform.
Popular does not mean necessary!
Do your homework before jumping onto a new platform. By researching social media platforms and exploring various features, you can become familiar with how to make the most of these tools. Audio apps in particular fall into this category, as there are many different ways to participate in or even have conversations. In some cases, brands need to enforce their fear of missing out. The truth is, social audio platforms are not for everyone. Just because it’s been the focus of conversation for the past few days doesn’t mean brands should drop everything in order to come up with a new strategy for the hot new platform. By communicating and working with the influencers you work with, you can move your best foot forward into a new social platform space to help decide if the platform is ultimately right for you and your business.
It’s important to keep your company’s needs in mind when deciding which platforms and social media tactics to use and how. If you have a small business growing, it might be a good idea to use Clubhouse or Spaces for networking purposes. If you’re working with influencers who are trying to promote your product or service through original content, diving into Instagram or TikTok might be the way to go. When you fully understand who your target audience is and how they use social media, you will stay anchored in the vast and ever-changing world of social networks. By consulting with influencers and agencies, you can ensure that your social media plan is optimized, targeted, and ready to bring your most impactful apps up to date.
Justin Kline is the co-founder of Markerly, a technology partner and influencer marketing platform that works with some of the largest consumer brands in the world.