The ever-changing landscape of social media means that digital marketers always have to keep an eye on hot new platforms as they emerge. No one wants to miss out on the next Facebook or Instagram. But how do you know if a new social media platform is right for your business?
To avoid wasting time and money in the wrong places, first determine if your target market is even using the platform. In general, you’ll find a younger audience on new social media networks, as they have more free time and interest in checking out new things, while many older users prefer stability and will wait to see if something is going to stick around.
Next, ask yourself what you can bring to the platform. While there’s always some benefit to purchasing advertising on new sites, you’ll see a better return on your investment if you can provide content that users will actually want to interact with. Can you use the new social media network to share a different facet of your business with your audience? For instance, video-based platforms are a great way to provide a behind-the-scenes look at your business, or provide sneak-peeks of new products. This is why you’ll often find cosmetics and lifestyle brands using apps like Snapchat, as their products lend themselves well to giving customers an insight into the production process, or previews of what’s to come.
It can be difficult to hit your stride on a new platform, as no one has yet figured out the best practices for it. You’ll have to go through a lot of trial and error to learn how your target market is using it, when they’re active, what sort of posts they interact with the most. Don’t get discouraged! What you lose in the learning process, you’ll gain from being an early adopter and developing a strong presence before your competition.
It can also be difficult to set metrics for success on a new platform. For the first few months, you should probably focus less on exact metrics, and more on seeing it as an experiment. Watch what other brands are doing and see what their growth trajectory is like. See what sort of businesses and what kinds of content are doing the best.
Trying a new platform is like an exciting adventure! You’ll learn new ways to reach your target market, and you may bring all new groups of people to your brand. Like any adventure, you just need to be willing to embrace the unknown and hang on for the ride. Who knows where it will take you?