Which new social media platforms are lining up to become The Next Big Thing for B2B marketers? Take a look at these four up-and-comers and figure out which might appeal to your customers and be a good forum for your products or services. Jumping in early can provide big benefits for your business, keeping you a step ahead of the competition. As they say, fortune favors the bold.
Here is yet another video-based social media site, but it could be worth your time, especially when you consider how popular this form of content has become. Plus, Lasso is owned by Facebook and as such cannot be ignored. It’s being pitched as an alternative to TikTok (see below). Videos have a 15 second limit and users can add their favorite songs to play in the background. You can create and share videos with fun filters and effects. Users can also log in with a Facebook or Instagram account and cross-post videos to Facebook Stories. Posting Lasso videos to Instagram Stories is soon to come.
Why You Should Consider Using It: While Lasso isn’t as popular as TikTok now, it could rival its top competitor soon. If your target audience is using TikTok, Lasso is a platform you’ll want to keep an eye on.
Steemit is a blockchain-based blogging and social media site that rewards content creators and curators with the cryptocurrency named STEEM. Creators whose content gets up-voted are paid with STEEM, as are those who write useful comments on others’ content. Recipients of STEEM currency can take their digital tokens and exchange them for real money.
This Reddit alternative is about more than cryptocurrency and technology topics, however. Users are invited to create content on a wide range of subjects, including travel, photography, food, music and sports. Besides the Steemit platform, the service aims to compete with other social media platforms as well. To challenge Instagram, Steem created Photosteem and SteemQ is a video sharing platform built on the Steem blockchain that will chase Youtube’s market.
SteemQ and PhotoSteem will employ the same model as Steemit. Since Steem is open source and they have announced that they will support new applications, we’re likely to see more Steem platforms pop up in the future. As of March 15, 2019, the service had 1.2 million registered users.
Why You Should Consider Using It: While Steemit has a relatively small user-base so far, smart marketers can use the platform as an additional channel to share content, grow their audience and pick up some cryptocurrency along the way.
In 2017, the lip-synching app Musical.ly merged with a similar, newer app called TikTok. The newly configured company has enjoyed explosive growth: as of 2019, TikTok has 500 million+ active monthly users worldwide and 800 million + downloads. TikTok is now more popular in app stores than Facebook, Twitter and Instagram. The service is a huge hit with younger audiences. According to the research firm Sensor Tower, TikTok was the fourth-most downloaded app in 2018.
TikTok’s short-form videos play on a loop, similar to the now-defunct Vine. Users can easily create and share content, but what sets TikTok apart from other video-creation platforms is the simplicity of adding musical overlays, fun effects, AR filters and more. Once you make a video, you can optimize by adding hashtags that can make it easier to find via search.
Why You Should Consider Using It: If your target audience is age 16-24 years, then TikTok is a great place to promote your business. I predict its popularity is poised to expand into the 25 – 39 year old cohort, based on a TikTok video of a service designed for parents of infants that was shown to me as I taught a business plan writing course yesterday evening. That TikTok is also potentially effective for fashion and e-commerce purveyors who want to work with influencers reinforces my confidence in the prediction.
The Cambridge, MA marketing firm Hubspot recently reported that The Washington Post is on TikTok and has already marked 54,000+ followers. Heads up, the Post’s TikTok content typically features relaxed and personal behind-the-scenes looks into its newsroom.
Vero is an Instagram alternative that boasts about having no ads, no data mining and no algorithms. Vero labels itself “more social, less media” and focused on providing a natural and ad-free experience. Users share photos, music, TV shows, movies, books, links and more. You can decide who can see each post by choosing between four categories: Close Friend, Friend, Acquaintance, or Follower.
Vero does not accept advertisements, a real plus for many users, but brands are able to work with influencers on the platform and pay to add a “Buy Now” button for their posts. Brands can create a Vero account and those brands whom Vero determines are capable of selling and fulfilling orders may share posts directly with their followers, i.e., those who opt-in to view posts that contain items for sale and a “buy” button to facilitate purchases.
Vero calls itself a subscription service but so far, the service is free. Registration for Vero can only be done on the app. There is no option to sign up on the website. Mashable reports that 50% of users are 21 – 40 years old and 68% male. As of March 1, 2019, there were 5 million subscribers.
Why you should consider using it: Without ads and algorithms, Vero is touted as the more “authentic” social media platform. It’s perfect for companies that want to build stronger, more meaningful relationships with their audience. Plus, because users can share such a wide range of content, it’s great for learning more about your target audience.
When evaluating which platforms are worth watching or experimenting with, here are four questions you should ask :
1. How many active users? Big numbers could mean that the platform is gaining momentum and your brand will have more opportunities to get in front of a large pool of users.
2. Are publications or thought leaders talking about it? If a platform doesn’t specify exact numbers, but marketing industry thought leaders or even news publications are discussing it, then it might be promising.
3. Will audiences be interested in the platform? While a tech novice might not enjoy TikTok, a teenager might get bored on Facebook. Younger people prefer visual apps like TikTok and Instagram. While you want to pay attention to the level of adaptability, you also pay attention to how your audience wants to interact with social media.
4. What type of content should we use to promote our brand on the platform? Always draft an action plan when introducing your brand on a new platform. If you can’t come up with any interesting ways to market your specific product on a really niche platform, you might want to postpone engaging. On the other hand, experimenting with different posting strategies could allow your brand to look creative and cool to your audience.
Thanks for reading,
Hipparchus (c.190 – c.120 BC), Ancient Greek astronomer, at the Alexandria Observatory in Egypt. At left is the armillary sphere he invented. Hipparchus is considered one of the greatest astronomers of antiquity, who calculated the length of the year. It is thought that the later work of Ptolemy was based on the work done by Hipparchus. Engraving from Vies des Savants Illustres (1877).