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How do you test and experiment with new social media platforms and trends?

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Social media is constantly evolving, with new platforms, features, and trends emerging every day. As a social media communicator, you need to stay on top of these changes and experiment with them to find out what works best for your audience, goals, and brand. But how do you test and experiment with new social media platforms and trends without wasting time, money, and resources? Here are some tips to help you.

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Ronza Al-Yahmadi

Multilingual Communicator | Video Game content creator | Social Media Analysis (Boolean) | Communication & Media…
Christine Menchaca

Digital Account Director, Social Media at Axicom

1 Choose the right platforms and trends

Not every new platform or trend is relevant or suitable for your social media content strategy. Before you jump on the bandwagon, do some research and analysis to determine if the platform or trend aligns with your target audience, niche, tone, and objectives. For example, if your audience is mostly young and creative, you might want to explore TikTok or Clubhouse, but if your audience is more professional and business-oriented, you might want to stick to LinkedIn or Twitter. Similarly, if your niche is fashion or beauty, you might want to try out Instagram Reels or Pinterest Trends, but if your niche is education or health, you might want to focus on podcasts or webinars.

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Beth Lamey

Content Marketing Manager @ Picsart | Communications Consultant for Non-Profits | AI & Tech | Passionate about social impact
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Before jumping on a trend, consider what you want to gain from it. Do you believe that this content will resonate with your target audience? How might this help to achieve your business goals? Carefully considering which platforms and trends you want to test will help you narrow your focus to opportunities with the highest potential for success.

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Katarzyna Kowalewska

Social media trainer & consultant ? Making social media work for your organisation ? Community builder ? #EUinfluencer 2024
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Trends are tempting - they help: - boost those all-important metrics, - show off your brand's playful side, - catch the eye of new audiences, - join the big conversations, - nail that cultural vibe. But trends like memes or reels/tiktoks can also be tricky. They can have a double meaning or carry vibes you don't intend. Next time, when thinking of a new tempting trend, ask yourself: Does it reflect our values? Does this really feel like 'us'? Is it true to what we stand for? Does it resonate with our purpose? Trends come and go. Your reputation stays. Don't compromise it for temporary spikes in your metrics.

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2 Set clear goals and metrics

Once you have selected the platforms and trends you want to experiment with, you need to define what you want to achieve and how you will measure your results. For example, do you want to increase your reach, engagement, traffic, leads, or conversions? Do you want to raise your brand awareness, reputation, or authority? Do you want to test your content ideas, formats, or styles? Depending on your goals, you need to choose the appropriate metrics and tools to track and evaluate your performance. For example, you can use analytics platforms like Google Analytics, Facebook Insights, or Hootsuite to monitor your impressions, clicks, shares, comments, likes, or followers.

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3 Start small and scale up

Testing and experimenting with new social media platforms and trends does not mean that you have to invest a lot of time, money, and resources right away. You can start small and scale up gradually as you learn and improve. For example, you can start by creating one or two pieces of content per week for a new platform or trend, and see how your audience responds. You can also use existing content and repurpose it for different platforms or trends, or use templates and tools to create content faster and easier. As you gain more insights and feedback, you can adjust your content strategy and increase your frequency and quality.

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Ronza Al-Yahmadi

Multilingual Communicator | Video Game content creator | Social Media Analysis (Boolean) | Communication & Media Science by design (KMW) |
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I suggest beginning by setting clear goals like increasing brand awareness or generating more website visits. Then, allocate proper time to conduct your experiment, this will allow you to understand and adapt to the new trend or platform you are using, outline a proper strategy and set a proper target for your audience. After that, monitor your performance regularly against your established metrics above (brand awareness or website visits) watch out how certain tactics show better results and lean away from those that do not align with your goals. This way, you can test and experiment with new social media platforms in a safer way.

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4 Learn from others and collaborate

One of the best ways to test and experiment with new social media platforms and trends is to learn from others who are already doing it well. You can follow and study the best practices, tips, and examples of influencers, competitors, or peers in your industry or niche, and see what works and what doesn't for them. You can also collaborate with other social media communicators who have similar or complementary goals, audiences, or niches, and cross-promote, co-create, or share each other's content. This way, you can expand your reach, exposure, and credibility, and learn from each other's experiences and insights.

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Krys van Ovost

Creating Community Experiences
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In my experience, you should invest in the people who are experts. Now, I know that the social media creator is fairly new to all of us. But the people who do this have learned every single part of their platform and grew with it. If you want a TikTok that attracts people who read books, go to the BookTok creators and invest in them. It helps to establish your brand voice and knowledge, it gives you better insight, and it helps you to build a brand based on current trends, which will help you in the long run.

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5 Be creative and flexible

Testing and experimenting with new social media platforms and trends requires creativity and flexibility. You need to be willing to try new things, take risks, and make mistakes. You also need to be open to feedback, criticism, and change. You need to keep an eye on the latest trends and updates, and adapt your content strategy accordingly. You need to experiment with different content types , formats, styles, and tones, and see what resonates with your audience and goals. You need to have fun and enjoy the process of learning and growing as a social media communicator.

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Christine Menchaca

Digital Account Director, Social Media at Axicom
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Experimenting with different content is key to your success on certain platforms. TikTok is a place where less polished video with a more lax tone of voice thrives, but plenty of brands might fear that creating that kind of content will tarnish their image or stray too far away from the brand guidelines they hold dear. But sharing more of the same of what they're doing on other platforms is not going to resonate with the younger audience, who is looking for authenticity and humor as they scroll. It can be worth taking the risk and experimenting when it comes to adding a new platform to your arsenal.

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How do you test and experiment with new social media platforms and trends?

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1 Choose the right platforms and trends

2 Set clear goals and metrics

3 Start small and scale up

4 Learn from others and collaborate

5 Be creative and flexible

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