Author: Kelly Van Fossen
January 29, 2024
3 Emerging Social Media Platforms Your Business Should Know in 2024
You may be familiar with the four holy grail social media platforms: Facebook, Instagram, LinkedIn, and X (Twitter for those of us still struggling with the rebrand). But what about the up-and-coming platforms that get overlooked? Are there any other high-potential platforms that could benefit your business?
If you recall last month’s blog on company pain points, businesses often disregard new opportunities due to a lack of time, knowledge, and experience. Instead of losing grip on your brand’s social presence, tap into that potential and expand your social media horizons using our comprehensive guide. We’ll discuss the basics of TikTok, Threads, and Twitch and how your company can utilize these platforms to breed community and company growth.
1.) TikTok
What Is TikTok?
TikTok? That’s old news, right? While TikTok has been around since 2016, newer features like the TikTok Shop, launched in September of 2023, make it a front-runner for high-potential social media platforms in 2024.
As a quick review, TikTok is primarily a short-form video-sharing platform. Users can upload videos as short as 15 seconds to long-form content reaching 10 minutes.
Users can:
- Comment on videos
- Repost videos (share another user’s content to your account and audience while crediting the original poster)
- Duet videos (a side-by-side video collaboration between creators)
- Stitch videos (a combination of an existing video with one you are creating)
- Post swipeable photo slideshows (similar to Instagram carousel posts, but formatted as a TikTok video).
Who’s Using TikTok?
Hold onto your seatbelts! TikTok has over 50 million daily active users and 1 billion monthly active users. The majority of US active users are 10 to 19 years old (25%), followed by 20 to 29 years old (22.4%). Globally, the user base is 60% female and 40% male (SearchLogistics).
TikTok Shop
One of the most recent developments causing commotion within the social media world is the TikTok Shop. This e-commerce solution allows brands and creators to sell products through shoppable in-feed videos, livestreams, and the Showcase tab. TikTok manages product discovery, details, checkout, and post-payment activities like packing and shipping items. Additionally, the platform offers affiliate programs where content creators can participate in commission-based product marketing. Whew! Talk about shopping till you drop.
Just how influential is this feature? A 2023 report suggests that “users are 1.4x more likely than other platform users to purchase a product/service they discover in-app and a further 2.4x more likely to make their own content about said purchase.” This platform fosters a cycle of introduction, purchase, and promotion that often requires little work from the business.
User Generated Content
User-generated content (UGC) is the name of the game. Let me say that again: User. Generated. Content. At its core, UGC is organic, original, brand-specific content that customers create. Examples include unboxing videos, product tutorials, reviews, and product modeling. According to Adweek, 85% of people agree that UGC is more influential than content created directly by brands. Why? It comes off as more trustworthy and genuine.
While UGC is typically without payment, the rise of UGC creators has changed that narrative. If your customers naturally make content that promotes your company, that’s fantastic. However, consider sending PR packages to creators who may decide to showcase it on their accounts or employing influencers/creators who specialize in generating UGC materials for businesses.
How Should You Use TikTok?
As reported by Forbes, videos generate 1200% more shares than text and image content combined. You read that right! Short, engaging videos that use trending audio are a great way to expand your following, gain more views, and boost engagement. Hop on industry trends and viral challenges, post relatable and relevant content, and conduct product demonstrations and livestreams. Use video content to your advantage! What’s even better? TikTok, Instagram Reels, Facebook Stories, and YouTube Shorts have the same aspect ratio of 9:16 (1080 x 1920 px). Therefore, the videos you make on TikTok usually match the formatting of other platforms, allowing you to save time and share engaging content on multiple channels.
2.) Instagram Threads
What Is Threads?
Threads is a text-based social media platform released in 2023. While Threads is from the parent company of Instagram, it’s much different than the preceding video and photo-sharing platform. Think Twitter, but make it branded for Instagram. A “thread” is a discussion, and you can post a thread to your account. You can reply, repost, or quote posts (a quote is a type of repost where users add a response to a thread).
You’re limited to 500 characters per thread, but you can post:
- Photos
- Videos (up to 5 minutes)
- GIFs
- Audio recordings
- Polls
Who’s Using Threads?
If your target audience falls on the younger side, consider using Threads. A 2023 report found that most users are from Gen-Z, with 28% falling between 15 to 23 years old. Of users aged 45 and older, only 2% of females and 3% of males use the platform. 68% of Thread users are male, and 32% are female (What’s The Big Data).
Is Threads Better than Twitter?
The concept of Threads may give you deja vu, and that’s because it’s a direct competitor with Twitter, otherwise known as X. Twitter has been around since 2006 and is a maturing platform. Threads, on the other hand, is growing and establishing itself. Both share many similarities, so which is better? Should you use both?
Threads started with a bang, and 100 million people joined in the first five days of its launch. However, in August of 2023, data showed that Threads’ active user count fell about 1% daily. While that initial hype has dwindled, that doesn’t mean the platform is dead or dying. In 2024, Twitter’s worldwide user count is expected to drop 5%, yet it remains one of the powerhouses of social media, so don’t be scared off by Threads’ natural reduction of initial hype and engagement since its launch.
One of the biggest differentiators is Threads’ ability to connect to your Instagram account, transferring all existing followers from Instagram to Threads. Your followers must have accounts on both platforms to transfer, but this function means you can have a following on Threads the moment you create an account. You don’t have to start from scratch!
It’s no surprise that Twitter, a well-established social platform, offers more features like its direct messaging, editing, and hashtag abilities. However, Threads poses an alternative platform that may appeal to users who are tired or unhappy with Twitter’s services. Being so new to the scene, Threads can mold itself to the desires of its users, creating a unique and exciting growth experience. Additionally, getting in the game sooner rather than later can be an advantage for establishing your company and services on a new, high-potential platform.
How Should You Use Threads?
The average thread user spends about 3 minutes on the platform. You’ll want to post quick, thought-provoking, easy-to-digest content on Threads as it is exceptional for lighthearted two-way communication between businesses and customers. The more conversational, the better. Let your brand personality shine!
3.) Twitch
What Is Twitch?
You may be surprised to see Twitch on this list as it is known as a video live-streaming service focusing on gaming. However, since its launch in 2011, it has expanded into more diverse areas of streamable content such as lifestyle, art, music, and more. Users can stream up to 48 hours straight, and viewers can comment in chats and donate to streamers on the platform.
Who’s Using Twitch?
Twitch has 140 million monthly active users, and 65% of users are male. Most of its audience, 41%, fall between 16 and 24 years old (DemandSage)
How Should You Use Twitch?
Twitch may not seem like the place for your business, but you’d be surprised at its potential. There are three key ways to use Twitch for marketing:
- Stream content
- Run ads
- Sponsorships/Partnerships
Twitch Streaming for Business
The most obvious way to use Twitch for your business is to stream content. You can record tutorials, product unboxings, content around your industry, and so on, but be careful not to get too “sell-y.” Twitch users love genuine connection; they don’t want to feel like they are watching commercials for hours. Relating your services and solutions to something that matters to your target community fosters feelings of genuine connection and value. It’s less about pushing your product and more about investing in your industry’s audience.
Running Twitch Ads for Business
Twitch enables creators to run paid media ads, typically mid-stream. While this isn’t the most affordable option, it follows the more traditional advertising route businesses are familiar with. Creators offer their free content on Twitch, so viewers are usually receptive to the occasional ad to support streamers they enjoy.
Twitch Sponsorships/Partnerships for Business
Think about someone you trust. If they offered you a cookie, would you trust it’s good and take it? The same idea applies to influencer marketing on Twitch and other social platforms.
Creators have an established relationship with their community (potentially your target audience). Partnering with these individuals gets your company in front of the right audience and benefits from the trust between the streamer and their supporters.
In general, businesses make an average of $6.50 for every $1 spent on influencer marketing, and Twitch is a platform to take advantage of that ROI. Streamers can testify to the quality of products, answer questions in real time, and bring their unique personality to your marketing efforts. More specific examples of branded content include:
- Product placements
- Endorsements
- Sponsored gameplay
- Paid product unboxings
- Channel sponsorships
- Branded channel panels
- Brand logo stream overlays
Where Do I Start?
New is often overwhelming. The good news is that you don’t have to be on every shiny new social media platform. Evaluate your goals, services, and target audience and see where you fit. Consider seeking the help of established professionals who eat, sleep, and breathe social media so you don’t have to. Call Riggs Creative Group at (856) 716-6936 or click here for more information.
