• by Allison Kluge , July 26, 2023

Social media platforms have become essential tools for businesses to connect with target audiences. However, not all social platforms are created equal, and it is crucial for brands to carefully consider each platform's suitability relative to their audiences, objectives, and brand image. With the emergence of new apps, like Meta’s Threads, there are factors brands should consider before joining the fray.

The Shifting Social Media Landscape

As established social media giants Twitter and TikTok face challenges, emerging platforms are vying for attention. This raises questions about which platforms might steal the spotlight and resonate with different audiences, such as Gen Z. Meta’s launch of Threads is an example of a platform that has taken advantage of this shifting landscape. According to SimilarWeb, Twitter’s web traffic was down 5% the first two days Threads was available, compared to the previous week.

Before joining the expanding social media landscape, brands need to exercise patience and evaluate several criteria:

Size of the platform: Is the platform large enough to provide access to a new audience at scale? Understanding the platform's user base and demographics is crucial to ensuring effective reach and engagement.

Audience relevance: Is your target audience actively using the platform? Investing resources in a platform where your audience is not present would yield limited returns and undermine marketing efforts.

Seamless integration and brand fit: Brands should assess whether they can organically fit into the platform's environment without disrupting the user experience.

Alignment with goals: Social platforms should align with a brand's marketing objectives and values.

Resource allocation: Brands need to evaluate if they have the necessary resources to manage an additional social platform. A strong presence requires consistent and quality content, community management, and analytics tracking.

Understanding Gen Z's Preferences

With Gen Z’s preference for positive experiences, platforms like Gas, Fizz and Geneva offer uplifting content and specialized features. While these apps are not ad-driven (they source revenue via commerce, subscriptions, and paid features), they will eventually have to turn to advertising. Paying attention to them may provide a glimpse into the future of social.

Exploring Emerging Platforms

Brands should monitor emerging apps to gain insights and adapt their strategies accordingly.

• Threads: Meta's new app aims to capture Twitter’s audience. It is a decentralized text-based chat app, which surpassed 100 million sign-ups only days after its launch. The growth on Threads is helped by being tied to Meta’s Instagram.
• BlueSky: This app has gained traction, appealing to former Twitter users seeking an earlier Twitter-like experience.
• Lemon8: Owned by ByteDance, Lemon8 is similar to Instagram, serving as a video and photo-sharing platform. Brands are considering it as a contingency plan for TikTok.
• Mastodon: Mastodon saw a surge of new users once Elon Musk took over Twitter. However, the platform’s UX is difficult to navigate, making it unlikely that it will gain momentum.

Social media isn’t going anywhere, but it is in a transition phase. As the social landscape continues to evolve, brands must be strategic, understand emerging platforms, remain patient, and consider their goals before joining the next new thing.