What to do when new social marketing channels are emerging

Photo by Solen Feyissa on Unsplash

When TikTok came to literally everyone’s attention, somewhere in 2020, I keep receiving the same questions: should we, as a brand, join TikTok? What about Clubhouse? My answer is very lawyerly — it depends.

When it comes to financial services brands, I’ve recently shared my thoughts on a guest post for Finbites.

7 Questions to Ask Yourself Before Jumping On a New Platform

But when you as a digital marketer are required or asked to jump on a new platform, do yourself a favour and consider the following several aspects (this is 101 digital marketing basics) — such as:

Audience

Question: Are your clients or prospects there?

Action: Examine each platform demographics.

Content-type

Question: do you know what your target audience wants to see from you? Action: Ask them instead of assuming.

Frequency

Question: Are you consistent? How frequent you want to post, and how frequent you can afford to post? Consistency is vital, and some platforms require a heavy time commitment.

Action: Map out if you have the resources to maintain such a schedule.