Clubhouse and roles and rooms, oh my god! Where is the best place to spend your marketing money?
Social media used to be
be easy. Each app had a specific purpose. Facebook was the platform on which users were
could socialize with friends and family. Instagram was for sharing photos.
LinkedIn was for networking. As apps, new desirable functions such as
Stories, likes and shares, competitor apps appeared and integrated them
same functions in their platforms. Then TikTok changed the game when they did
became the leading platform for short videos in 2020. Other social media
Platforms became jealous of their explosive growth and competitors quickly
emerged, especially Instagram reels. We also saw YouTube and Netflix
introduce similar short video offerings in recent months.
TikTok isn't the only one
Victims of the copy-paste technique used by other social media giants. Clubhouse
Exclusivity for Apple users, celebrities and entrepreneurs only
The social audio app is extremely desirable. We saw Twitter like a
A similar model with Spaces and Facebook is in talks to start an audio-based one
App, making them a direct threat to the clubhouse. With all of these changes and new apps, marketers and brands could feel comfortable
overwhelmed where to focus their efforts. How do you know what
Prioritize platforms and which ones may not be worth your time and money? Here is
Some ways to tackle the barrage of change we've seen on social media
Experience the hype without it
Spreading efforts too thin.
It's easy to want
Dive headfirst into each app and offer it all at once, especially if it's new
Starts create buzz. As with all social media endeavors, however, you must have one
Plan on the spot. Make sure you plan on content and don't exhaust yourself
juggling too many platforms at the same time. Create a social media calendar to manage
Branded, influencer and partner content, using or working with online programs
The agency can help you make sure you are consistent with messaging without too much or too much
Subposting on a specific platform.
It is important to maintain
a presence on multiple platforms to maximize the number of eyeballs
Organization can achieve. This also helps keep content up to date for all target groups.
Who may not be following your brand on all social channels? Cross posting is a
Easy way to share content on multiple platforms and explore new venues beforehand
additional creative time and budget. However, if you decide to go all-in on a
A newer platform that is proving valuable deserves its own catering strategy.
Some social apps now have full advertising tools that can help
Find out where to start in the sometimes confusing landscape of
Social media marketing.
Stand out (or fit in!)
on an emerging platform.
With buzzing brands
via the audio app movement, taking the time to review platforms and develop one
A comprehensive strategy is crucial. This will help ensure that your time and energy is up
well laid out and allows you to determine how the functionality of the platform
best fits your organization, if anything. Think about which groups you want to join, and
whether you want to be an active subscriber or a listener tracking or not
Industry trends are an important approach. If one of your company
Thought leaders take part in these conversations, you get the ability, not only
Take part but gain insight into what competitors and customers are doing.
While it's important to explore the new venues firsthand
that could be important for your brand,
It is also wise to gain an outsider's perspective. Talk to your
Influencers, what new platforms are you trying out? How are the followers?
react? Are these venues suitable for sponsored content? What tactic
Did you notice that they are especially effective on these new websites?
for brand and influencer posts? These are all good questions
Your team and your influencers, if you want to start campaigns on a new platform.
Popular does not mean necessary!
Before jumping into a
new platform, do your homework. Research for social media platforms and
As you learn about different features, you will learn how to best do it
Use these tools. Since then, audio apps in particular have fallen into this category
There are many different ways to participate in, or even have, conversations. in the
In some cases, brands need to enforce their fear of missing out. Truth of
The thing is, social audio platforms aren't for everyone. Just
because it's been the focus of conversation in the last few days, that doesn't mean brands
should drop everything to create a new strategy for the hot new platform. Communicate
By working with the influencers you work with, you can enter one
new social platform space with your best foot forward to decide whether the platform
ultimately suits you and your organization.
It's important to keep in mind
Your company's needs are at the forefront when deciding which platforms and which social networks to use
Use media tactics and how. If you're a small business in the
As it grows, it can be a good idea to use clubhouse or spaces for
Networking purposes. If you work with influencers who try this
Promote your product or service through original content and immerse yourself in Instagram
or TikTok might be the way to go. Understand who yours is across the board
Audience and how they consume social media will help you keep your feet on the ground
the vast and constantly changing world of social networks. Advice with influencers
and agencies can help keep your social media plan streamlined, focused, and targeted
ready to improve your most powerful apps.
Justin Kline is
Co-founder of Markerly, an influencer marketing technology partner and platform he works with
some of the largest consumer brands in the world.