All the cool kids are playing with TikTok, Clubhouse, Twitter Spaces, Spotify Greenroom, and other new social places. You may be wondering if your brand should, too.
Before you join in, consider this advice from the “cool kids” (a.k.a Content Marketing World speakers).
They don't all share the same opinion, but the majority agree: Don’t jump on trendy channels unless your audience is there – and you have enough resources. –Ann Gynn
Ignore them. If you start with a tool/channel and ask how best to use it, you are not being strategic. If you start with a goal and then create a plan to reach it, you are being strategic. Open your toolbox and ask, how can I use this trowel today? There has to be something good I can do with this. I’m missing out if I don’t start working more with this trowel! – Andy Crestodina, Orbit Media
Pick two to three channels where you know your audience consumes content. Ignore the rest. How much traffic does TikTok drive to company websites? Zero. How many leads did Snapchat get our clients? None. – Michael Brenner, Marketing Insider Group
Ignore them if your audience is not there. We have a very specific B2B audience (sales leaders). While I really wanted to jump into the Clubhouse phenomenon, after researching bios, titles, etc., we determined our audience wasn’t there. Even though some of my business partners thought we might be missing out – our very specific buyer persona was not active and so we gave it a pass. I don’t regret it. – Viveka von Rosen, Vengreso
If a new channel or technology aligns with your audience’s interests and behaviors, absolutely keep tabs on the platform. Follow those creating content in your areas and, when possible, dip your toe in the water. The brands that are engaging successfully on these platforms are the ones who recognize they need to adapt to the customs and norms of these platforms to be effective. – Zontee Hou, Convince & Convert
All audience channels are places to listen, learn, and develop a better understanding of what’s happening with your audience and with content formats in culture. Emerging channels are a playground for creativity. Even if they don’t inspire your next campaign or content marketing concept, they might teach you a lesson – or make you laugh along the way. – Andrew Hanelly, Revmade
Experiment. Find what works for your audience. Just because the latest survey says your audience doesn’t go there – don’t trust it. Look for yourself. Maybe the right part of your audience is there. Don’t take anyone’s word for it. – Ahava Leibtag, Aha Media Group
First, evaluate whether your audience is there and if it’s worth it. Too many marketers try to be on every channel. Try to just do two or three really well. If getting on Clubhouse is going to be a distraction for your team and dilute the quality of the content you’re creating for your core channels, it’s honestly not worth it. – Joe Lazauskas, Contently
First and foremost, know your audience. Are they on these channels? If not, keep any investment to a small test. If your audience is there, however, have fun. Test some of your high-performing content topics on tried-and-true channels on these newer channels. – Katie Tweedy, Collective Measures
I don’t believe in chasing airplane shadows. Instead of pursuing the latest and greatest channel – squirrel – think carefully: Is your audience there? Does your message fit with the channel’s substance and tone? And frankly, is it really worth the investment, especially when you’re juggling so many channels already? – Jonathan Kranz, Kranz Communications
Be aware that some of these platforms are inaccessible to some of your audience. Ensure any videos you share are captioned, as 80% of the people who use captions are not deaf or hard of hearing. Additionally, on many of the social networks, 80% of the people using them have the sound off. – Meryl Evans, meryl.net CCO
Not convinced yet? Read more opinions in the full-length version of this article on the Content Marketing Institute website.
