Social Media Beyond Facebook: Is Your Brand Ignoring Key Platforms?

When marketers think of social media, they often default to Facebook, Instagram, LinkedIn, and Twitter. Although these platforms are important, there are other emerging platforms that may be better suited for your target audiences. TikTok, Snapchat, Reddit, Pinterest, Tumblr, and Quora are six high potential platforms which are often overlooked and should be considered in marketing channel strategies.

TikTok Advertising

TikTok is a key social media platform for creating, sharing, and discovering short-form videos. The platform has accumulated over 1 billion users since its launch in 2016 and is among the top ten most used platforms today. Despite its massive popularity, many marketers still shy away and are uncertain on how to engage with its unique audience and format. TikTok is important to consider for its incredible algorithm and mass exposure opportunities. Unlike other platforms, content is not necessarily shown to users based on whom they follow, but by a curated, algorithmic system known as the ‘For You’ Page. The ‘For You’ page generates a continuous feed of primarily organic content blended with sponsored content. This element grants every video the opportunity to go viral, which is beneficial for small businesses looking for low-cost awareness as well as for larger businesses wanting to maximize engagement. Our post The Do’s and Don’ts of TikTok Advertising offers greater insights on building effective advertising campaigns on TikTok.

Snapchat Advertising

Snapchat is a mobile messaging platform to share photos, messages and videos. Unlike most platforms, Snapchat uses disappearing content. Users are encouraged to connect with others by expressing themselves and living in the moment, and marketers are expected to do the same. Unlike other platforms, Snapchat ads are essential for brand engagement, as content is limited to user friends. Advertisements are displayed between friend’s stories and people can easily swipe up to interact. According to insider data, 319 million people use Snapchat every day and 75% of Snapchat users are Millennials or Gen Z. Snapchat ads are extremely successful for ecommerce brands as fashion, novelty items, and impulse purchases perform well. However, advertisers in all industries can find success by delivering authentic content that makes users feel connected with your brand.

Reddit Advertising

Reddit is a social news website and forum where users can participate in discussion and rate content. As of 2021, the platform has over 430 million monthly active users and 130,000 active communities. Reddit consists of subreddits about topics where users have the opportunity to engage in valuable conversation. Marketers can leverage the platform to reach niche audiences based on these specific interest groups. Some popular subreddits to consider for your marketing strategies are those related to college admission, agriculture, health & wellness, telecommunications, or public health. For more in-depth tips on reaching niche audiences on Reddit, check out Advertising on Reddit: Reach Your Niche Audience.  It is important to consider users’ hesitancy toward having branded content in the Reddit environment. Users dislike overly promotional language and are likely to skip over it. Creativity, as well as a UGC creative feel, are extremely encouraged as users are more likely to engage with focused content specific to the community. 

Pinterest Advertising

Pinterest is a social media platform for sharing visual content, discovering new interests, and deep diving into passions. With over 431 million monthly users, the platform allows users to share posts, also known as “pins,” with other users and find communities with similar tastes. Although over 60% of their users are female, Pinterest appeals to an increasingly diverse audience. Male and Gen Z user categories are gaining traction with 40% year over year growth. These users have strong purchase power with 45% having a household income over $100K. Users treat the platform as a source for inspiration; therefore, creative and innovative posts tend to have high performance. Promoted posts are part of the expected user experience, making Pinterest a great place to drive conversions with shoppable ads while also initiating brand awareness among key interest groups. 

Tumblr Advertising

Tumblr is a microblogging platform where users can post multimedia content. It is extremely versatile with media formats including text, photo, link, chat, audio and video. Although the platform peaked in popularity in 2014, it is still ranked among the top fifteen social media platforms with over 500 million active users. Tumblr presents many unique advantages for brands. For example, Sponsored Posts are useful ads visible to users through their dashboards. They blend in with organic content and are strongly welcomed with Tumblr creators. In fact, 70% of consumers perceive a brand more favorably after seeing a Sponsored Post and over 50% research the sponsor afterward. The platform skews slightly younger with Gen Z accounting for over 61% of new Tumblr users and 48% of active users. Ads with comedic, dramatic or informational tones typically perform best on the platform. Brands looking to resonate with these users should strategically consider their creative messaging to align with these audience preferences. 

Quora Advertising

Quora is a question and answer platform to find information. With over 300 million monthly users, it allows people to create networks and follow topics based on their interests. Similar to Reddit, Quora focuses on high quality answers as users can upvote or downvote an answer which prioritizes valid responses. As a result, the platform is a useful tool for marketers to observe industry trends and better understand their target audience. Marketers can also create ads by targeting specific topics or questions as well as audience behaviors. Quora serves an important role in the consideration phase where potential customers are actively researching a product or service. Marketers can use the platform to directly answer customer questions which helps build trust and create valuable customer relationships. 

Choosing Your Best Paid Social Media Channels

As you are considering social tactics to support your marketing strategy, consider these unique platforms and the opportunity that can provide. Many of these channels are well  established, but much of their advertising capabilities are largely untapped. This means you can capitalize on whitespace where your brand can cut through the noise and reach enthusiastic audiences. When selecting which of these platforms you should leverage, be sure to consider the objective of the campaign and if that platform will help you achieve your goals. 

Additionally, it’s critical to have a holistic understanding of the audience demographics and their sentiment around ads on the platform, ensuring that your creative strategy results in a positive experience that drives results and increases learnings. If you want to stay up to date with the newest trends on social media, be sure to check out Nine Easy Ways to Stay Up to Date Social Media.

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