Any international growth marketing agency looking to create a social media strategy – either for their clients or for themselves – needs to be clear on what the leading platforms are, depending on the industry. While most people will automatically jump to social media giants such as Facebook, Instagram, Twitter, and YouTube, to name a few, there are actually a few more sites out there, if you know where to look. If there is something to be said about the rapid evolution of the internet, it is that social media has changed immensely, alongside how people use it. So, here we have listed below a few niche categories that cater best to a specific platform, and how a business can take advantage of them.
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Social audio platforms
Social audio platforms platforms are geared towards listening to live conversations on very specific topics. For instance, Clubhouse, a new social media platform, allows users to communicate with each other through audio chat rooms that hold up to thousands of people. In a way, it is like Twitter but also like a podcast. In fact, many of these platforms have thrived during the lockdown, as people who were stuck at home longed to listen to live conversations. Funnily enough, Twitter also has a similar function, called Twitter Spaces, where you can host and participate in live talks. Because content is mainly live conversations, most of them are high in engagement and interactions, meaning audiences are more likely to notice your business. A company can also use social audio platforms to appear as a thought leader in their particular niche or industry, especially if they give industry insights, interviews, or educational content that provides value to listeners tuning in.
Video platforms
Video platforms are pretty much all the rage now, especially if they are geared towards short-form content. Examples include YouTube, TikTok, and also Instagram stories and reels, in addition to Vimeo. Videos are a great method of promoting awareness of a brand, product or service, can educate and entertain audiences, in addition to making businesses seem relatable in a way that still photos find it difficult to do. If a business chooses to go the video route, then it is best they engage in soft selling methods, rather than hard selling. This is because most viewers have learned to tune out hard-sell content, and want to see something that they can connect with.
Also Read: Latest Features of Instagram That Matter Most for Marketing
It is also important to note that some platforms revolving around longer video content function similarly to a search engine. As such, videos there tend to be evergreen and should be targeted to what audiences are searching for. On the other hand, short-form video content tends to have a short lifespan, and can easily disappear after someone has viewed it.
Forums
Forums mainly focus on networking, asking and answering questions, and forming tight communities around a particular niche or interest. Any interest is pretty much available – it can be about a certain company, hobby, or industry. One of the most popular forums around is Reddit, which focuses on upvoting certain comments and allowing users to leave long reply threads. Depending on your business, it can be a great way to get your name out there, network with audiences who already have a similar interest in your niche or industry, or appear as an expert in a particular topic. If possible, you may also want to subtly slide in your brand and products in any comments or answers you give. However, remember that any hard selling is an immediate turnoff with forums. For instance, it is highly frowned upon on Reddit to do self-promotion in answers. Always be sure to check the rules of a forum before adding any business links or self-promotion.
Despite it all, it can still be useful. You can use it to actively engage with users to form a relationship with them and can host AMA sessions to provoke people’s interest in a certain topic.
Live stream platforms
Similar to social audio platforms, instead of it just being audio, it focuses on broadcasting live video to audiences. Live videos can range from one person showing themselves, to a group of people. Depending on how much you want to invest in live streams, it can either be casual and friendly, or more professional and business-like. Some platforms that host live streams include Twitch, YouTube, and Facebook Live. If you have no idea where to start, here are a few ideas on what to livestream about: you could answer questions from your audience, do exclusive product reviews, interview well-known guests and more.
The great thing about live streaming is that it offers viewers the chance to interact with the host live, so always be sure to monitor the chat function and engage with any comments that come your way.
Business platforms
If you are looking for something slightly more professional, then business platforms are for you. Unlike other social media platforms, business platforms are designed to allow users to connect with other industry professionals and clients. It also lets them do B2B marketing. As such, rather than being casual and relatable, business platforms tend to be more formal and focused on giving educational or industry insights.
One of the most popular business platforms is LinkedIn, where users can network, build relationships, and learn more about their industry. Brands can also use it as a way to build their professional reputation. You can also use business platforms to form conversations around certain topics, such as work-life balance, great marketing campaigns to look out for, and any anticipated industry trends coming up.
Private communities
Surprisingly, these private communities are growing larger every year. Some of these platforms include Discord, Slack, and Private Facebook Groups. Unlike a lot of social media platforms, the premise of these communities is that you must either require registration, be invited, or are screened before being allowed in as a member. As such, these communities are not open to the general public. This means that anyone who wants to join your community already has an interest in your brand, product or service, meaning they are more likely to be loyal and enthusiastic about anything you have to say. If you are the moderator or administrator, you have the right to set the rules of the community and what people can say. Private communities are also fantastic places to foster close connections with audiences, build customer loyalty and trust, and soft-sell to them.
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