The Value of Posting to Newer Social Media Platforms as a Marketing Strategy

Introduction

In the ever-evolving landscape of social media, newer platforms frequently emerge, offering unique opportunities for businesses to connect with their target audiences. Traditional platforms like Facebook, Twitter, and Instagram are saturated with content, making it increasingly challenging to stand out. In contrast, newer social media platforms such as TikTok, Clubhouse, and Threads present fresh avenues for engagement and growth. This article explores the value of posting on these newer platforms, supported by statistics and data, to help businesses and consultancies evaluate their potential as a viable marketing strategy.

The Rise of Newer Social Media Platforms

New social media platforms can rapidly gain massive followings. For example:

• TikTok: Launched in 2016, TikTok has surpassed 1 billion monthly active users as of 2023.
• Clubhouse: Launched in April 2020, it reached over 10 million downloads in less than a year.
• Threads: Meta’s Twitter-like platform quickly amassed millions of users within days of its launch in 2023.

Benefits of Early Adoption

1. Less Competition: Early adopters face less competition, enabling them to capture attention more easily. Brands can establish themselves as leaders before the platform becomes saturated.
2. Innovative Engagement: New platforms often feature innovative content formats that can enhance brand storytelling. TikTok's short-form videos and Clubhouse's audio rooms offer unique ways to connect with audiences.
3. Algorithmic Favor: Algorithms on newer platforms may prioritize new content and early users, increasing organic reach and visibility.

Statistics and Data on ROI

According to a study by Influencer Marketing Hub:

• TikTok: Brands report an average engagement rate of 17.99% for micro-influencers on TikTok, compared to 3.86% on Instagram.
• Clubhouse: A survey by Sensor Tower indicated that 68% of Clubhouse users engage with the app daily, showcasing high user engagement levels.

A report from Sprout Social highlighted that businesses on TikTok see an average ROI of 7.2x compared to traditional platforms.

Time Frame for Positive Results

Positive results on newer platforms can vary, but businesses should expect to invest at least 6-12 months of consistent effort. This time frame allows for building a following, optimizing content strategy, and engaging with the community. Early metrics of success may include follower growth, engagement rates, and audience sentiment.

Metrics of Success

1. Engagement Rates: Likes, comments, shares, and views indicate how well the content resonates with the audience.
2. Follower Growth: An increasing follower count reflects growing brand awareness and interest.
3. Reach and Impressions: These metrics show how many people see the content and can help gauge the effectiveness of the platform's algorithm in promoting the content.
4. Conversion Rates: Tracking conversions, whether they be sign-ups, sales, or other desired actions, directly measures the impact on business goals.

Pros and Cons

Pros

• High Engagement: Newer platforms often have higher engagement rates due to novelty and user curiosity.
• Creative Opportunities: Unique features and content formats can lead to more creative and impactful marketing campaigns.
• Early Market Penetration: Establishing a presence early can secure a loyal following before the platform becomes mainstream.

Cons

• Uncertain Longevity: Not all new platforms succeed long-term, posing a risk of wasted effort if the platform fades.
• Learning Curve: New platforms require time to understand and master, which can be resource-intensive.
• Limited Analytics: Early stages of new platforms may lack comprehensive analytics tools, making it challenging to measure success accurately.

Data and Examples

1. TikTok: Gymshark, a fitness apparel brand, leveraged TikTok’s viral nature to gain over 2 million followers and saw a 25% increase in sales within months.
2. Clubhouse: The marketing agency, VaynerMedia, hosted industry-focused discussions on Clubhouse, leading to a 15% increase in new client inquiries.
3. Threads: Early adopters reported increased brand visibility and engagement, with some businesses noting a 20% uptick in web traffic from Threads within the first month.

Conclusion

Posting on newer social media platforms can be a valuable marketing strategy with significant potential for high ROI, engagement, and creative opportunities. However, businesses should carefully consider the risks and be prepared to invest time and resources consistently. By measuring success through engagement, reach, and conversion metrics, companies can adapt their strategies and maximize the benefits of early adoption. Embracing new platforms not only enhances current marketing efforts but also positions businesses as innovative leaders in their industry.

References

1. Influencer Marketing Hub. (2023). "TikTok Engagement and ROI Statistics."
2. Sensor Tower. (2021). "Clubhouse User Engagement Data."
3. Sprout Social. (2023). "Social Media ROI Report."
4. Case studies from Gymshark, VaynerMedia, and early Threads adopters.

By evaluating the pros and cons, supported by data and examples, businesses can make informed decisions about integrating newer social media platforms into their marketing strategies.

Contact SoCal Digital Studio for Assistance

If you are considering exploring adding a new social media platform to your strategic marketing plan, let us give you some perspective on the tactic. Contact SoCal Digital Studio for a complimentary session. Select a time that is convenient for you: https://socaldigitalstudio.com/ola/services/free-1-hour-consultation