While Facebook and Instagram dominate the social media marketing landscape, newer platforms offer unique opportunities for brands to reach untapped audiences. Platforms like Pinterest, TikTok, Reddit, and others have surged in popularity, offering marketers new ways to diversify their strategies and reach different demographics. Hence, in this blog, we’ll explore these emerging social networks and how digital marketers can leverage them to drive growth.
1. Pinterest: The Visual Search Engine
Often misunderstood as just a social platform, Pinterest as a social media is more of a visual search engine where users actively seek inspiration for projects, purchases, and ideas. With over 400 million active users, Pinterest as a search engine is a goldmine for brands in industries like home decor, fashion, and DIY.
Advanced Tip: Use Pinterest’s rich pins and Pinterest Ads to target users with high purchase intent. Focus on creating visually appealing, keyword-optimized pins that align with trending topics. Pinterest’s advanced analytics also allow you to track how users interact with your content and adjust your strategy accordingly.
2. TikTok: The Rising Star for Gen Z
TikTok has exploded in popularity, particularly among Gen Z users, with over 1 billion active users globally. The best brand ambassador programs on TikTok, short-form video format and highly engaging algorithm allow brands to go viral quickly, making it an excellent channel for brand awareness and audience engagement.
Advanced Tip: Tap into trending hashtags and challenges to create viral content that resonates with your audience. Use TikTok’s Creator Marketplace to collaborate with influencers and run paid campaigns that are natively integrated into the platform, making them feel more organic.
3. Reddit: The Community-Based Platform
Reddit’s user base is passionate and engaged, often discussing niche topics in various subreddits. While Reddit requires a more hands-on, community-centric approach, it offers high engagement rates for brands willing to invest time into understanding their audience.
Advanced Tip: Instead of overt advertisements, focus on engaging in conversations within relevant subreddits. Use Reddit Ads to run highly targeted campaigns, but be sure to approach them with an understanding of the subreddit’s culture to avoid backlash. Reddit users value authenticity and knowledge over marketing gimmicks.
4. Clubhouse: Audio-Based Engagement
Clubhouse pioneered the audio-based social network space, providing a platform of emerging social networks for users to participate in real-time voice conversations. While it’s not as mainstream as TikTok or Pinterest, it offers a unique way to establish thought leadership, network, and host discussions within a targeted community.
Advanced Tip: Use Clubhouse to host live Q&A sessions, panel discussions, or industry debates. Moreover, position your brand as a thought leader by collaborating with influencers or industry experts to co-host rooms on topics related to your niche.
5. Other Emerging Platforms: Quora, Snapchat, and Twitch
Other platforms like Quora (for question-based marketing), Snapchat (for AR and younger audience engagement), and Twitch (for live streaming, particularly in gaming) offer untapped opportunities for digital marketers. Each platform has its own unique strengths, from Quora’s SEO benefits to Snapchat’s AR filters and Twitch’s highly interactive streaming culture.
Advanced Tip: Leverage Quora’s native advertising by targeting questions relevant to your industry and providing value-based answers that lead users back to your website. On Snapchat, use Snap Ads or sponsored lenses to engage younger audiences with interactive, creative content.
Conclusion
While Facebook and Instagram remain dominant, exploring newer emerging social networks or platforms like Pinterest, TikTok, Reddit, and others can offer marketers the chance to diversify their digital strategies and tap into different audiences. However, by understanding the unique features and opportunities of each emerging social networks, marketers can expand their reach, boost engagement, and drive brand growth in innovative ways.
