Social media has evolved since the days of poking your friends on Facebook. Back then, the internet was still static as interactions were minimal and woeful. But now, we’ve begun to step into a whole new world. And no, we’re not talking about Aladdin’s whole new world, though you could take an Augmented Reality (AR) magic carpet ride into. We’re talking about a new internet world that includes the Metaverse and participative and collaborative social media platforms.
So let’s take a trip through this transformed landscape to see how social trends and user expectations have evolved with the growth of social media apps and why you should be keeping these on your marketing radar.
Founded in 2016 and launched in 2017, TikTok has been on the rise and could be the next most popular social media platform. With 1 billion monthly active users, you’ll find anyone from singers to dancers, anime enthusiasts and chameleon aficionados. The app allows you to share fun and creative short-form videos. You can shapeshift yourself into a cartoon by adding effects like AR filters or add text and musical overlays to add extra fizz to your posts.
Statistics show that 96% of consumers increased their online video consumption in 2020 and as of this year, they spend 100 minutes a day watching online videos. This makes TikTok a good space for marketers to put out creative and visual brand awareness and advertising.
Originally designed for gamers, this platform grew into a place for anyone to hang out and talk to friends and form communities. What makes it a great opportunity for businesses is that it offers you the chance to get consumer feedback on your products and services. It’s important to get feedback so you can find your customers’ pain points and work to resolve them. American Express found that customers are likely to spend 17% more on a company that has good customer service so learning more about your customers will help you serve them better.
You can also build your own community and engage with users on Discord to not only find out their needs and preferences, but also to share your knowledge and expertise with them. This will build your authority and get your consumers to trust you.
As a streaming platform that allows users to interact with their audience in real-time, Twitch is flooded with video game enthusiasts. It offers brands various ways to connect with their audiences. Some of these include forming FAQ sessions and behind-the-scenes content which can help you learn about your customers and them learn about your brand.
Twitch also offers you the opportunity to collaborate with influencers who can market your products and brand to their followers. And influencer marketing is a sure way to gain brand loyalty because you can benefit from the trust that influencers have gained. The Digital Marketing Institute reported that 49% of consumers depend on influencer recommendations. This shows how confident consumers are in influencer recommendations so leveraging this trust can increase your sales.
Another streaming platform to look out for is Caffeine. It delivers live, interactive content to its audiences mainly around gaming, sports and entertainment. The entertainment app is used by creators, broadcast companies and even household celebrities like Doja Cat and Drake. In 2019, the X Games in Aspen were broadcast on the platform. Several singers and rappers have also performed their music and hosted events on Caffeine.
When you stream on Caffeine, your content doesn’t have to follow any particular format. You’re free to stream whatever you decide to. This gives businesses and brands a great opportunity to get top-streaming accounts to market or talk about their products. As already mentioned, influencer marketing can have a huge impact on your bottom line.
Live streaming can increase brand awareness which is important to get your name out there. It can also help you let your consumers know what your values are so that they know you stand for something more than just profits. According to Havas Group, 77% of consumers buy from brands that share similar values to themselves. Using live streams to communicate your values is a great way of making sure you’re heard.
Clubhouse is an audio-only social media platform that offers a place for creators and brand ambassadors to network and share their insights with relevant audiences. It’s an invite-only platform which adds exclusivity while it’s still in beta-testing mode. Clubhouse’s user growth rocketed from just under 2.5 million weekly active users in January 2021 to 10 million users the following month. And if those figures don’t show just how much of a huge marketing buzz the app has created, how about this: you can find invites for sale on eBay at a steep price of $125.
If you’re keen on getting started with Clubhouse while it’s still in beta-testing, once you’ve got your invite, either from a referral or other means, you can host informal focus groups to get feedback about your products, services and even marketing campaigns. You can also use it to spark conversation with your audience about key topics that are important to your business.
Staying on trend
Authenticity is important for your brand. It helps 88% of consumers decide which brand they’re willing to support. Social media marketing can help you achieve this support from your consumers, you just have to know how to do it right.
- What is the fastest-growing social media platform in 2022?
TikTok is the fastest-growing social media platform. It has over 1 billion active monthly users and is a great space for marketers because of its high rate of engagement.
- Why is social media popular?
Social media is popular because it helps create communities where people can interact with each other from anywhere in the world. Creating this connection bridges the gap between followers and brands, giving them easy access to each other.
- What are the benefits of social media?
Social media can help you increase your brand visibility, build relationships with your customers and share your expertise from anywhere and at any time. Want to learn more about how social media can benefit your business? Speak to our experts for a free consult.