Guide to Success — Emerging Platforms
Are you scared of change? Do you take risks?
Let’s chat about new online platforms and why you should make the jump to reap the rewards.
Take example Medium, the site you are reading this on. What would have happened if you didn't create an account? Who knows. And that is the point I want to drive home. Think about your favorite brand voices on this site that reached you. The organizations have made the jump and are solidifying relationships with their audience.
Relationships lead to sales. Period.
When working to scale your, or your companies, social media presence, you will never know till you try. Even if it is for one week, I urge you to get out and try something new. Dipping your toes in the water shows your customer base that you are adaptable and always willing to go the extra mile for them.
While it is hard to know if a platform will be proven successful, I am always promoting trying something new to adapt to the times.
New platforms emerge monthly and brands aim to take advantage of being the first on the field. With so many new platforms, should you divert your attention away from the big three(Facebook, Twitter, Instagram)?
To Jump or Not?
A key aspect of deciding to jump or not is your audience. Have they or will they join that platform? Who is the platform targeted at? Can you provide value to your audience there? What will be your biggest obstacle?
All this comes down to your organization. When you have performed your “SWOT Analysis” and know your “Niche Audiences” well, take a minute to reflect if this new platform will positively reflect on your organization. Another route to figuring out if your organization should be on a certain platform is looking at competitors. Are they joining and contributing?
An important key in these new platforms is the younger generation and investing to get their trust. Entrepreur.com details the importance of being the first on each platform. “If you’re an early adopter of up-and-coming alternatives, your company could reap the biggest benefits”(Balkhi, 2019).
TikTok:
Congrats. Another social media site blew-up and you missed your chance.
Not so fast. TikTok is an excellent example of an emerging platform that levels the playing field. If your company culture is a little more relaxed and you all value a fun-loving atmosphere, Tiktok may be right for you. And news flash… you are not too late to join.
What is Tiktok?
Tiktok is a short-form video platform where individuals and organizations are allowed to post videos from 3 seconds to 60. Popular with the comedian influencer culture, there is also plenty of DIY how-tos, dancing videos, life-hack tips, make-up tutorials, acting, and more. The diversity of the content allows each user to shape what they want to see and explore topics that may not usually reach them. Organizations can start trends with hashtags like #myhomeoffice or #tuesdaysatwork to help motivate employees and gain trust by opening doors to potential clients.
Forbes details why Tiktok is taking over the video scene. “It’s far easier to edit and upload content in TikTok than in other app such as Instagram or Snapchat”(Taulli, 2020). The ease of use is a key component in making this platform have longevity in our culture.
Tiktok states that their algorithm is special because “neither follower count nor whether the account has had previous high-performing videos are direct factors in the recommendation system”(Tiktok, 2020). They value completion rate and engagement within it first being posted. This allows underdogs, like organizations fresh on the platform, to take hold of quality content and gain a following.
Many platforms reward profiles for longevity, since Tiktok is still fresh with a new algorithm, it may be time to make the jump if it fits your audience.
In my article “Invest with Videos”, I detail the importance of videos in this day and age. These factors are why I believe TikTok will stick around and continue growing.
Opportunites in TikTok:
Another reason Tiktok will hang around for a while is the business integration. All of the social media sites are begging for your audience's attention. Tiktok has a hold right now so using this to your advantage, you can promote content and share UGC. People love seeing their content on a brand's page. It also helps reinforce to potential consumers that you are widely liked and respected.
TikTok has also shifted towards a monetized platform. This is crucial to business success and funding the platform. From these key aspects, I can make the assumption that TikTok will hold its ground in the future and not go anywhere.
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