It’s come to the point in time where you can’t hear about digital marketing without the first images to pop into your head being the logos of the big three (Facebook, Twitter, Instagram). Thankfully, they’re not the only social media channels out there.
Social media channels are constantly evolving and new platforms are coming into existence. The strategies for using the existing ones may not be the same today as they were last month. And, the new ones are a whole new story. This influences how people use and react to the digital marketing they see on social media channels. Marketers need to stay updated and continue to ‘grow’ with the flow. Speaking of all this, I wanted to look at some of the new channels that are gaining traction.
What Alternative Social Media Channels Are There?
Facebook, Instagram, LinkedIn, and Twitter are the core platforms that businesses tend to use. Depending on the type of business you are, then the social media channels you use will vary. B2C brands tend to use the big three I mentioned above, while B2B companies also throw in LinkedIn. The fact of the matter is that users are getting tired of these platforms. At the same time, businesses and brands are fighting harder and harder to compete for organic reach and engagement. Many users, particularly the younger demographic, are choosing to spend more time on other platforms.
The latest, and possibly the largest, craze that is attracting the younger generations is TikTok. It’s been around since 2016, but it only took off in 2019. Now in 2020, the latest data says that it has 800 million active users worldwide and has been downloaded over 2 billion times on the App Store and Google Play.
Hold up. What is TikTok? It’s a short-form video sharing app. Users can create and share 15-second videos. If you’re a B2B business, this might not be the best option for you, but the B2Cs that have a younger target audience should quickly jump on the wagon. The reason I say younger audience is because 41% of TikTok users are actually aged between 16 and 24. So if that’s the demographic you want to target, take a look into how you can implement digital marketing on this popular platform.
Another good platform work looking into investing in is Pinterest. I know, I know. You hear “Pinterest”, and you think DIY, handicrafts, decorating, and recipes. But, it’s being used for more than just that. Users on the platform are active and engaged in buying products they find on Pinterest. It’s gotten to the point where retail brands are evening doing well on it.
Pinterest has found that it fits well into the e-commerce space and has an audience that is engaged with the idea of buying products they see on the platform. In fact, 75% of Pinterest users say they are “very interested” in new products compared to just 55% of people on other social media platforms. It’s getting harder to gain customers from other platforms, so the move to – or addition – of other platforms to your digital marketing strategy is obvious. So far the ads aren’t intrusive yet, it’s easy to search on, and there are no fake influencers on it. As of the end of 2019, they had 320 million active monthly users. That’s a huge, almost untapped, market that can only grow.
Here are a few other alternatives as well:
Reddit is a site where users engage with other users by becoming part of their subreddits (posts). In 2020 they have 430 million monthly active users. The reason it’s so popular is because it’s an incredible source of information on almost any topic you can think of. If you can imagine it, you’ll find information about it on reddit.
Twitch is a live-streaming platform. It’s used by gamers, musicians, and other lifestyle casters. Twitch streamers can share live video of them doing whatever it is they want to share. Or, in the case of gamers. They share their screens and people can watch and listen to them play live. It has more than 15 millions daily active users.
WeChat is a hugely popular app. To call it a messaging app would be an understatement. It does everything. Yes, you can use it for messaging. In fact, you can message any of its 1.17 billion users; even if you don’t know them. It’s its own social media platform which incorporates characteristics from all of the above social media channels. You can pay for services, order food, send money to contacts, pay your bills, and they even have their own mini apps. This is just a quick overview.
Why You Should Care
Social media is a huge part of a large percentage of the human population. In order to increase your reach, engagement, and ultimately sales, you need to understand and stay abreast of evolving digital marketing trends. This isn’t to say that you should only focus on social media. But, you shouldn’t look down on it. Make sure you have the right tools, a current strategy, and an eye on the social media channels that’ll help you reach your business goals. If you’d like to learn more about digital marketing and making use of social media, don’t hesitate to contact us and talk to our team of Enablers.