Even More Socials, Even Less Time

Hart Marketing
Apr 24, 2020
3 min read

As a follow up to the previous blog post, we’re now exploring more specified options. While they may not have the overall reach that aforementioned platforms hold, they do have significant influence on niche audiences. Keep an open mind - any of the following platforms could be the perfect solution for your campaign.

YouTube

Being the second most-visited site following Google, YouTube is a well-known and optimal platform when using video to promote your brand. Especially considering the immense growth the platform has experienced since it’s launch in 2005, nearly any audience segment can be reached through YouTube. Just to put things into perspective, YouTube reaches more U.S. consumers between the ages of 18 and 49 than all cable networks combined. This high level of use spans across multiple age demographics with 71% usage among U.S. internet users ages 26-35, 67% with ages 36-45, 66% with ages 46-55, and 58% with ages 56 and older. The platform is also primed for marketing, with Sprout Social reporting a mere 24% of marketers developing a definitive plan for YouTube. If looking for a way to engage with influencer marketing or video marketing with pre-roll ads, YouTube can be a solid option.

Snapchat

At face value, Snapchat doesn’t immediately seem like an outlet a professional brand may want to utilize. The platform focuses on users sending images and videos to others or on their public stories, only to expire within a day at the most. However, if you’re looking for a way to connect with younger niche audiences, take a moment to review this platform. Snapchat has high engagement from younger audiences, with Sprout Social reporting a 73% usage of ages 18-24 and a 47% usage of ages 25-30. Snapchat also offers a geofilter option for users to post in their personal messages or on their stories. When you’re trying to specifically engage with a younger demographic, especially in particular locations, Snapchat can be a great way to have your brand featured and build awareness.

TikTok

This is probably the most fascinating platform today. Despite its initial launch being in 2018, the platform seems to have come out of nowhere and suddenly become the focus of countless news outlets and individual users. The app has a reported 800 million monthly users worldwide and was the fourth most downloaded app of 2019. Their user base is primarily Gen Zers in the U.S., but they also have an active millennial base around the world. Users spend an average of 52 minutes on the app per day, opening it around eight separate times. Similar to Snapchat, the app primarily appeals to younger users with over half of their audience base being under the age of 34. However, with its fast-paced format, brands can attempt to capture the attention of their audience and increase their cultural relevance. According to the company itself, it would be wise to invest in the platform, as they expect their already massive audience to grow in following years.

LinkedIn may not be the most well known platform available, but it has definitely proven successful with their professional niche target. This platform is where young professionals seek out connections with coworkers, brands, potential employers, and peers. Business-to-business campaigns especially do well on LinkedIn, with over 30 million companies maintaining accounts. Professionals, particularly younger and beginning to establish their careers, are the primary focus as well. An estimated 61% of LinkedIn users are between the ages of 25 and 34, with content experiencing 15x more engagement as opposed to traditional job postings. It is also reported by HootSuite that 94% of B2B marketers utilize LinkedIn for their content marketing strategies.

Any more?

There are of course more than merely eight social media platforms available for use. WhatsApp can be used for conversational marketing purposes. Tumblr is a great microblogging option. Reddit can be a way to get involved with nearly any conversation with their seemingly endless number of subreddit forums. The options can be overwhelming, but it’s crucial to understand the needs of your brand and your audience to find a channel that best fits both.

Now the ball is in your court.

Don’t be afraid of exploring your options. Do your research, see what type of content is best suited to the platform, and see what types of demographics are active. The most daunting part about social media can also be the most appealing: its versatility and range can help nearly any brand or campaign flourish. Take your first step today!