Within recent years, there has been a string of emerging social media platforms that have created short bursts of hype among marketers before ultimately losing steam. It’s a story that has unfolded among the likes of Clubhouse and BeReal to Lemon8 and Discord.
And while these apps have further fragmented the social media landscape, the people behind brands’ social media accounts have had to retool their playbooks.
Exploring a new platform requires resources — less in terms of ad dollars and more in terms of manpower — to experiment, establish KPIs and measure metrics around community engagement for each platform as it develops. Depending on the nature of the platform, whether it be video or audio-based, resources go beyond the social team, extending to media teams for creative, visual assets or audio teams for sound quality, as was the case with Clubhouse and Twitter Spaces. If the juice turns out to be worth the squeeze, a new platform means learning new user behaviors, building a new audience and sometimes, creating a new brand voice to appear more authentic on said platform.