In today’s fast-paced digital landscape, staying ahead of trends is crucial for businesses aiming to maximize their reach. Traditional platforms like Facebook and Instagram are still valuable. Still, emerging social media platforms—such as TikTok, BeReal, Discord, and Clubhouse—are proving to be powerful new avenues for brand engagement. With their unique formats and growing user bases, these platforms offer fresh opportunities for brands to connect with younger, tech-savvy audiences who crave authentic, engaging experiences.
In this guide, we’ll discuss the value of marketing on emerging platforms, effective strategies for reaching your audience, and how to make the most of these dynamic digital spaces.
The Rise of Emerging Platforms: Why They Matter
Emerging platforms are becoming increasingly popular for a few key reasons:
- New Audiences: Emerging platforms often attract early adopters—typically younger, trend-driven users who are difficult to reach through traditional channels.
- High Engagement: On these platforms, users actively engage with content, from videos on TikTok to discussions on Clubhouse, making it easier for brands to generate interactions.
- Lower Competition: Established platforms are saturated with ads, but emerging platforms offer brands a chance to reach audiences in a less crowded space.
The key to success on these platforms is understanding their unique features, audiences, and best practices for creating relevant, engaging content.
Key Strategies for Marketing on Emerging Platforms
1. Research and Identify Emerging Platforms
Before diving in, assess which emerging platforms align best with your brand’s goals. Platforms like TikTok and Discord appeal to younger audiences, while Clubhouse offers value for brands aiming to establish thought leadership through discussions.
– Stay Updated on Trends: Consistently monitor social media trends to identify rising platforms early.
– Analyze User Demographics: Research the primary audience for each platform and assess whether it aligns with your target demographic.
– Experiment Early: Start with a limited test campaign to understand the platform’s potential impact without significant investment.
2. Understand Platform-Specific Features and Formats
Each emerging platform has its own content style and user engagement tools. Familiarize yourself with the unique aspects of each to create content that resonates.
– TikTok: Known for its short, viral video format, TikTok allows brands to produce content that’s visually engaging, fun, and highly shareable.
– Clubhouse: This audio-based platform is perfect for brands looking to host live discussions, Q&As, or industry panels.
– BeReal: Designed for authentic, unfiltered content, BeReal encourages brands to share spontaneous moments that build trust with followers.
– Discord: Primarily used for gaming communities, but can be leveraged for niche interest groups.
By understanding these formats, you can optimize your content to align with user expectations on each platform.
3. Create Platform-Specific Content
Content that performs well on one platform might not resonate on another. Tailor your content to fit each platform’s unique style and audience.
– Short-form Videos on TikTok: TikTok favors creative, high-energy videos. Experiment with trends, music, and unique editing styles to capture attention.
– Interactive Content on Clubhouse and Discord: Use these platforms for interactive discussions, where users can engage directly with your brand through Q&A sessions or community forums.
– Authenticity on BeReal: BeReal focuses on “real-time” photo sharing. Show behind-the-scenes looks, unfiltered team moments, or day-in-the-life content to connect with audiences on a personal level.
4. Engage Early Adopters and Build Community
Early adopters are trendsetters and often have a strong influence over their peers. Engage these users to create a loyal community around your brand.
– Respond Actively: Reply to comments, engage with user-generated content, and actively participate in the platform’s community.
– Host Live Events or Discussions: Platforms like Clubhouse offer brands a way to interact with users through live events, creating real-time engagement.
– Incorporate Feedback: Early adopters are likely to share insights and suggestions. Listen to their feedback to improve your content strategy.
5. Leverage Influencer Marketing
Influencers on emerging platforms often have highly engaged followings. Partnering with these influencers can help your brand reach new audiences and establish credibility.
– Identify Relevant Influencers: Look for influencers who align with your brand values and can authentically communicate your message.
– Collaborate on Trend-Focused Content: Engage influencers to create content around trending challenges or viral formats on platforms like TikTok.
– Host Collaborations or Co-Hosted Events: On platforms like Clubhouse, co-hosting a discussion with an influencer can attract their followers to your brand.
6. Experiment with Advertising Options
Many emerging platforms now offer advertising tools, though they may be more limited compared to traditional platforms. However, they can still provide valuable reach and visibility.
– TikTok Ads: Use TikTok’s paid options, such as In-Feed Ads or Branded Hashtag Challenges, to boost visibility.
– Clubhouse Sponsorships: Since Clubhouse does not have traditional ads, brands can sponsor discussions or partner with influential hosts to increase brand visibility.
– Discord Servers: While there are no formal ads on Discord, brands can create their own servers or sponsor popular community servers to engage with specific interest groups.
7. Monitor Trends and Adapt Your Strategy
On emerging platforms, trends evolve quickly. Monitor platform trends and adapt your strategy to remain relevant and engaged.
– Participate in Trends: On TikTok, staying updated on the latest trends (like popular songs or challenges) helps your brand stay visible.
– Incorporate User-Generated Content: Platforms like BeReal thrive on authenticity. Encourage users to create and share their content featuring your brand, amplifying reach.
– Analyze Engagement Data: Track metrics to identify what types of content perform best and adjust accordingly.
8. Build a Community Through Consistent Engagement
Building a loyal following requires regular interaction and a sense of community.
– Start Conversations: Engage followers by initiating discussions on relevant topics or by asking for their feedback.
– Offer Exclusive Content: Reward your early adopters with exclusive content, updates, or product previews.
– Celebrate Community Wins: Highlight user-generated content, testimonials, or stories to create a more personal connection with your audience.
9. Continuously Analyze and Adapt
Finally, monitor your results. The metrics on emerging platforms might differ from traditional platforms, so identify key performance indicators (KPIs) that are relevant to your goals.
– Set Platform-Specific KPIs: For TikTok, consider tracking views, shares, and engagement rates; for Clubhouse, focus on participation and follower growth.
– Use A/B Testing: Experiment with different content formats, posting times, and strategies to see what works best.
– Adjust Based on Data Insights: Use insights from engagement data to refine your strategy. Double down on content that works and discard strategies that don’t resonate.
The Power of Emerging Platforms
Adopting an emerging platform strategy allows your brand to stay ahead of the curve and build a presence before competition increases. By focusing on these innovative channels, brands can connect with niche communities, establish authenticity, and foster meaningful engagement.
Ready to Explore Emerging Platforms?
Marketing Hatchery is here to help you navigate the complexities of new social platforms and build a strategy that maximizes your reach and engagement. Whether it’s TikTok, Clubhouse, or another rising platform, our team has the expertise to make sure your brand thrives in today’s dynamic digital landscape.
Get started with a custom strategy tailored to your brand’s goals. Contact Marketing Hatchery at 615-208-5373 or visit our website to discover how we can elevate your marketing on emerging platforms.
