Facebook. Twitter. Instagram. Pinterest. LinkedIn. They may be the most well known social media platforms, but right behind them is an entire cadre of social media platforms. While you may not be familiar with some of the newest social media channels, they offer tremendous potential.
Ello is one of the newest kids on the block, released earlier this year. As one of the newest social media platforms, Ello is the exact opposite of Facebook. While Facebook has slowly been taken over by a plethora of ads, Ello has stressed a commitment to ensuring that users are not bombarded with marketing materials. Where does that leave you as a marketer? Despite Ello's rather unconventional approach, this social media platform can still provide marketers with benefits. Where Ello truly stands out from other sites is the ability to build relationships and engage audiences.
WhatsApp is similar to a hybrid of a mobile app and a social media platform. Earlier this year, Facebook acquired WhatsApp. Since then it has increasingly risen in popularity. Unlike Facebook, advertising is not supported by WhatsApp. Even so, marketers can still take advantage of this network for sharing information and images.
While it might have a rather unusual name, Cucumber Town has its own distinct following. Focused specifically on food, Cucumber Town is highly visual, not unlike Instagram or Pinterest. Marketers involved in any culinary area will find that Cucumber Town makes it much easier to connect with prospective customers.
Visual-based content has grown increasingly popular, with platforms such as Pinterest and Instagram lending credence to that trend. Pheed has capitalized on this by providing users with the ability to share photos, videos, and live broadcasts along with text-based content. One element that sets Pheed apart from most social media channels is that it is fee-based, with subscription options beginning at $1.99 per month. Pheed also offers a pay-per-view option that businesses can use for marketing video recordings. Such options can be used for selling tutorials, seminars, and more.
This up and coming platform is making a concerted effort to take on Facebook through an innovative approach. Recognizing that users spend massive amounts of time each week contributing data to social media platforms; Bubblews hopes to share ad revenue with the consumers who post content on this platform.
For users who have ever wondered how much the CEOs behind social media platforms are pocketing for their content, Tsu is the answer. With Tsu, users are able to maintain ownership over their content. This means that any funds generated from views of their content actually goes to users. Since Tsu is still in its infancy, most early adopters are still making pocket change, but the potential is certainly there for greater earnings. This alone could be enough to draw more users to the platform. Tsu keeps only 10 percent of revenue generated on its platform, and returns 90 percent of revenue generated to users. Revenue streams originate from content that users post, as well as content posted by individuals users refer to the platform, similar to a "downline".
Lesser known social media channels can often prove to be particularly advantageous for helping small businesses reach new customers. Due to the fact that fewer companies are fighting to leverage these platforms, there is less competition to attract user attention, an issue that has become increasingly problematic with the larger platforms. Additionally, brands can often take advantage of this opportunity to cater to specific niches on smaller channels.
With so many new social media platforms popping up almost seemingly overnight, what can your brand do to tap into the power of these platforms? First, keep in mind the best time to get involved with a new social media platform is when it is first launched. Don't wait to see whether it will become the next Facebook before you join the bandwagon, or you will find yourself fighting the crowd for attention. When a new social media platform is first launched, it typically attracts a small, but loyal group of followers. This is also the best opportunity for engaging users who may not be familiar with your brand.
One of the biggest mistakes that many brands make when developing a marketing campaign for social media sites is using the blast method. It should always be kept in mind that social media works best when it is not treated as a mass marketing tool. Anytime you post something, you are interrupting a user's feed. Among the best benefits of social media is the massive amount of data it can provide. Take advantage of it to learn as much as you can about your followers' preferences so that your marketing campaigns are more highly targeted and customized.
While it is often relatively easy to get started on a new social media platform, it can be a challenge to effectively develop an active presence. Doing so may require more effort and time, but the investment can be well worth it when that fledgling social media platform becomes the next Facebook or Twitter.
Along with deciding when and how to participate in a new social media platform, you should also be prepared to make informed decisions regarding the best time to leave a platform. It is imperative that you actively measure analytics to decide when to stay and when to go. If the time does arrive when you decide that it is in the best interest of your brand to move on to greener pastures, make a concerted effort to provide your fans with easy options for following you on the new platforms. You might be surprised at how many fans make the decision to join you.
Marketing on new social media platforms always involves some level of risk. As the old adage goes, "Nothing risked, nothing gained."