Issue #13: The Rise of Niche Social Networks in 2024, Meet LinkedIn Daily Videos, HubSpot's New Collaboration Sidebar for the Social Tool

Happy New Year! Welcome to the first WIN-Bound Weekly of 2024, covering the latest news and trends in inbound marketing!

I received some painful statistics compiled by my friends at Pavilion about the year that was. In 2023:

• There were 126,000 layoffs in the tech economy
• Only 29% of account executives within the tech economy reported hitting quota.?
• Top-line growth rates suffered as we shifted from a “growth at any cost” mindset to one of "efficient growth."

Anecdotally, things seem to have normalized and I'm hopeful for a year of growth and prosperity. So, tune into WIN-Bound each week for the latest info you need to win in the new year, like:

? 2024’s Predicted Marketing Trend: The Rise of Niche Social Networks?

? LinkedIn ‘Daily’ - A New Way to Learn from Short-Form Videos

? New In HubSpot: Collaboration Sidebar in the Social Tool

All this and more, below!

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2024’s Predicted Marketing Trend: The Rise of the Niche Social Networks

While Facebook, YouTube, and Instagram still continue to dominate the social media landscape, they are not the most cost-effective platforms for advertising. Although popular in terms of usage, this graphic by NP Digital details how the smaller social networks are providing a better ROAS (return on ad spend):

But, it’s not just lower ad costs of smaller and more niche social networks that are attracting marketers.?

In addition, emerging niche platforms like Meta's Threads, WeAre8, and Supernova are becoming increasingly important in social media marketing.

Threads , a new platform that emphasizes more intimate and meaningful interactions, offers a space for deeper, thread-based conversations that can let brands connect more authentically with their audience.

Supernova , which empowers users to support brands and causes they care about, can let companies align their marketing efforts with social impact and resonate with socially conscious consumers.

WeAre8 , a platform focusing on short-form video content, "is all about making a BIG impact on the world through small daily actions! Connect with your squad, share pics and vids, and follow inspiring creators who are changing the game. Plus, you can earn rewards for watching videos that support social and environmental causes."

According to dlvr.it 's social media trends to watch in 2024 , niche social networks like these offer additional advantages, such as:

• Less competition?
• More engaged and loyal audiences
• Higher conversion rates and customer lifetime value
• More opportunities for creativity and innovation

Should you abandon the mainstream platforms altogether in the new year?

Of course not! As NP Digital suggests, just because a social network provides a better ROAS, it does not mean it can drive the volume you may want. The key is balance! Plus, is your ideal audience using these emerging niche platforms? It's important to know.

So, how can you make the most of this trend and leverage the power of niche social networks in 2024? Here are some tips to get you started:

• Do your research: Find out where your target audience hangs out online, what their preferences and pain points are, and what kind of content they consume and share.
• Choose the right platforms: Don’t spread yourself too thin by trying to be everywhere at once. Focus on the platforms that align with your brand, your goals, and your budget.
• Create tailored content: Don’t just repurpose the same content across different platforms. Adapt your content to the specific features, formats, and best practices of each platform.?
• Collaborate with influencers: Influencers can help you reach new audiences, boost your credibility, and increase your conversions. Look for influencers who have a strong presence and a loyal following on the niche platforms you want to target.
• Measure and optimize: Track your performance and results on each platform using analytics tools and metrics. Identify what works and what doesn’t, and adjust your strategy accordingly.

Of course, some niche social networks will be a passing fad, but the good ones will stay and grow in 2024 and beyond. By tapping into these platforms, you can gain a competitive edge, connect with your ideal customers, and grow your brand.

LinkedIn ‘Daily’ - A New Way to Learn from Short-Form Videos

LinkedIn is testing* a new feature called Daily, a personalized, immersive, short-form video experience designed to help people learn from LinkedIn instructors and experts on a daily basis.?

How LinkedIn Daily works

According to LinkedIn, Daily will enable you to “Watch short, engaging videos in an immersive personalized feed, and learn the skills you care about from the instructors and experts you trust—without distraction. Along the way, we’ve built in quick knowledge checks to assess your progress and streaks to help stay motivated.”

How can you try LinkedIn Daily?

The feature is currently available in the standalone LinkedIn Learning app (paid subscription), but sounds like there are plans for it to eventually be integrated into the LinkedIn feed. Download the LinkedIn Learning app to try it out .

Why LinkedIn Daily matters to marketers

*According to a post by LinkedIn's Chief Product Officer , LinkedIn may be planning to bring Daily to its popular desktop feed in the near future.

"We’re testing the new experience first in the LinkedIn Learning mobile app, and as we get more signals about the types of content and relevance that drive learning frequency, we’ll test this type of content in the LinkedIn feed."

If that's the case, LinkedIn’s Daily may provide another avenue to help marketers reach and retain their target audience, and drive more conversions and revenue.

Exciting potential for marketers, especially when you consider the facts about video for marketing.

According to the HubSpot State of Marketing report :

• 90% of marketers using short-form video will increase or maintain their investment this year
• Video is the MOST popular and effective media format for the fourth year in a row

Video content is proven to increase brand awareness, trust, and loyalty, as well as generate more leads, sales, and referrals.?

New In HubSpot: Collaboration Sidebar in the Social Tool

HubSpot has released a new collaboration sidebar for the Social Tool in Marketing Hub.?

The collaboration sidebars are a relatively new feature that HubSpot has been rolling out through all Hubs, favored heavily in the Marketing Hub. With this tool, you and your team can comment on assets, review assigned tasks, review the marketing calendar, and manage approvals.?

Here is a quick look at where you can find collaboration sidebars throughout HubSpot’s products:

With the collaboration sidebar now available in the Social tool, all of the conversations you and your team have around editing/approving a social post can now happen seamlessly within HubSpot!

Who is this for?

Available for HubSpot Users on Professional and Enterprise in Public Beta.?

What does it do?

Customers can now comment on individual draft Social posts within HubSpot, create tasks for themselves or colleagues, and view their Marketing Calendar all while editing a Social post.

How to access the collaboration sidebar in the Social Tool:?

• In your HubSpot account, navigate to Marketing > Social?
• Click on the draft social post that you want to comment on.
• By default, the collaboration sidebar will display on the right. You can click and drag the vertical Menu icon to reposition the collaboration sidebar on your screen.?

How to comment:

• To comment on the collaboration sidebar, click the comment icon. You can add either general comments to the asset, or comment on specific elements in the asset.

How to review your tasks:

• To review your tasks, click the tasks icon, a list of incomplete tasks will be displayed.?
• To filter a task, in the top right, click Filters.
• To complete a task, click the checkbox next to the task name.
• To edit a task, hover over the task and click Edit.?
• To create a new task, click Create task. Then, continue creating your task.

How to review your calendar:

• To review your marketing calendar, click the calendar icon.
• To filter the marketing calendar, in the top right, click Filters. You can filter by campaign and marketing asset type.?
• To view events for a specific date, click the date. Any events for that date will be displayed.?

What’s Next?

If you enjoyed this issue of the newsletter, make sure to click the “subscribe” button at the top of the page if you haven’t already.?

Keep your eyes open for next week’s issue, where we’ll highlight more digital marketing trends predicted for the new year. Plus, we’ll explore a new feature in HubSpot to make your job a little easier.

All this and more next week!