Emerging Social Media Advertising Platforms

Social media is here to stay and for many businesses, large and small, it forms a key element of the marketing strategy. Some businesses have specialist skills in-house, others prefer to outsource social media and digital advertising to experts such as a paid social agency in London. With the landscape changing rapidly, an agency can offer up-to-date knowledge and experience.

Why social media?

Social media has boomed since the first platforms launched in 2003. Some early platforms, such as Facebook, Twitter, and LinkedIn, continue to be popular, while others, such as Myspace, have mostly become outdated. Businesses compete for the attention of potential clients on the big-name platforms, which have billions of users globally. Firms spend huge chunks of their marketing budgets on social media advertising because it can be targeted and show a positive return on investment. But it’s competitive. Being able to steal a march on your direct competitors by establishing your brand on the next big platform could gain a significant competitive advantage.

Ask a paid social agency in London

A good paid social agency in London can help your business spot the trends and identify newer platforms to advertise with. The popularity of platforms is impacted when they stop being ‘cool,’ or useful. Young people don’t want to be in the same online space as their parents or grandparents. With new communities launching all the time, the challenge is to identify the right ones for your brand, and the ones that will show a good ROI for your marketing spend.

Social media trends for 2022

Platforms that support video and live streaming will continue to grow in popularity as video content becomes increasingly prevalent. Gaming is still big, and some platforms are building on that to improve their attractiveness to new users. With the world having to get used to video-conferencing overnight in 2020, taking work and socializing online, platforms offering audio social networking are beginning to grow and will be ones to watch for some businesses.

Watching newer platforms before you commit is a good idea. You’ll be able to see how people are using them and interacting with the content, as well as whether they are attracting your audience. If your customers are not interested in the platform, your advertising spend should be diverted.

Here are some of the newer social media platforms to research and look out for that look set to become big news in 2022:

● Twitch

Launched back in 2011, it’s not a new platform per se, but with 140 million active users each month, there is something of interest there. Popular with gamers, Twitch is a platform for live-streaming where an audience can not only watch but engage as well. Aimed at a younger audience — nearly three-quarters of Twitch users are aged below 35 — it works well for music, sport, even cooking demonstrations, where users can interact as it happens. Even if a performer is in London, the audience could be anywhere in the world. For marketers, that’s a chance to build a community.

● Clubhouse

Clubhouse launched in 2020 and already has 10 m active users each week. What sets Clubhouse apart is the opportunity to connect by talking in real-time. This is audio-only, on topics as varied as book chats or relationships, through to emerging stand-up comedians trying out new material with a real audience. The clubhouse is included in this list because it will be useful to marketers in ways other than paid advertising, such as focus groups.

● Instagram Reels

Although Instagram is not a new platform, Reels was only launched in 2020, therefore it fits the list. A competitor for TikTok, Reels allow users to create videos and edit them with special effects and music. One reel transitions automatically into the next, which helps keep users invested. There is a lot for brands to get behind, from sales reels promoting a particular product to how-to guides aimed at establishing the business as a thought leader.

Wrapping Up

The key to knowing which platforms to commit advertising spend to is to understand your customer. Consumer behaviour changes quickly, particularly online, so be sure to review regularly. Don’t be afraid to discuss your plans with a paid social media agency in London. Knowing your brand, your clients, and your year’s business goals will enable an agency to personalize its recommendations to you.