Life moves fast, but technology moves faster. It sometimes seems impossible to keep up with the trends. What’s the latest iPhone? Which virtual reality system is best? Then, of course, there is social media. There are the tried and true media giants like Instagram, Facebook, and Twitter, however, other companies are constantly competing to be the next big platform. For any business, it’s key to keep track of who the emerging players are and incorporate these platforms in an effective way.
It seemingly came out of nowhere, but since 2018, TikTok has accumulated around a half billion active monthly users worldwide and is currently rated the #1 free app in the App Store. It is a short-form video platform that evolved from apps like Vine and Musical.ly and lets users edit videos overlaying them with music or dialogue, text, emoticons, special effects, hashtags and/or filters. It is heavily used by and targeted towards Generation Z, people born between 1997 and 2010, as a form of entertainment. It is because of this reason that many companies have joined the platform to try and engage with the younger demographic. Companies like the NBA, Mountain Dew, Chipotle, and even the United Nations’ International Fund for Agricultural Development (IFAD) have started accounts. TikTok is most attractive because it is not nearly as saturated as Facebook, Instagram and Twitter, and as a result, is a much cheaper platform to advertise your service or product.
Caffeine is a live-streaming service battling for market share against similar streaming platforms like Twitch, Mixer, and YouTube. The service lets users create a live broadcast where viewers can, in real-time, interact and comment on the broadcast being hosted. However, unlike other streaming services, Caffeine prides itself on its use of internal moderators and machine learning to prevent inappropriate content from being discovered on its platform. With a heavy push for celebrity content focused on sports, entertainment and pop culture, Caffeine is trying to create curated live-streaming experiences that allow for social discovery through the streams your friends are watching or brand promotions. Caffeine shows great potential for businesses looking to host live Q&A’s, showcase an unveiling, or give a tour of their facilities.
Lasso by Facebook
Lasso is a direct competitor of TikTok but with only a fraction of the users. Facebook has seen a large decrease in young users on their site, so Lasso became its method to capture their attention. Lasso allows you to create short videos with filters and music overlaid the same way you’d see on TikTok. Users are able to share their videos with other platforms like Facebook and Instagram. Although small, many believe that Lasso stands a good chance of becoming the next big social platform since it is owned by Facebook and has access to its massive resources. It may be almost an exact copy TikTok, but Facebook and its partner companies have a way of surpassing their competition and dominating market share.
So, the next question is how do you use this technology effectively for your business? Adding newer social platforms into your marketing strategy is just another way to expand your reach as a business and acquire new audiences. You can use it in a similar way you would use Facebook and Instagram by tailoring content to the channel and audience. The key to success on any social medium is creating compelling content that elicits an emotional response (i.e. joy, empathy, excitement, anger, etc.) through authentic storytelling. By being an early adopter of these newer platforms, you won’t be competing for attention with millions of other brands and you can create smaller, personalized communities that are more engaged with and loyal to your brand. If it makes sense for your business, it can be a smart and affordable strategy to incorporate emerging social media; you never know when it might pay off.
If you’re interested in helping to advance your business through the magic of social media marketing, contact us today.