How Brands Should Navigate New Social Media Platforms

At a recent Ad Age conference in New York, experts discussed a very hot topic in the marketing world: navigating new social media platforms! We all know how fast the social media landscape evolves. It's a constant challenge for marketers to decide which new platforms are worth their time and effort.

The Newest Platform: Threads

Surprisingly, some of the experts, including Morgan Lerner from GoNanas, Ashley Schapiro from American Eagle, and Leslie Sims from Impossible Foods, admitted that when it came to Threads, they didn't have a grand strategy in place from the get-go. In fact, they were all pretty spontaneous with their decision to join Threads.

However, American Eagle quickly turned this unexpected situation into a win. They embraced Threads and developed a conversational and playful strategy that allowed them to connect with their audience in a unique way. It was a chance for them to create a tone of voice and foster a connection with customers that's often missing on other platforms.

How To Know if You Should Jump In

So, how do you decide if a new platform is worth the plunge? Schapiro breaks it down: first, check if your target audience hangs out there. If yes, ask yourself how this new channel fits into your brand’s story. Most importantly, embrace the risk. Failure? That's okay. American Eagle aced BeReal and Lemon8 initially. Even so, eventually they bid them farewell. Being comfy with risk is extremely important in the social media realm.

Nick Miaritis from VaynerMedia chimed in with golden advice: explore the platform as a regular user first. Experience it firsthand. Dive in, play around, and see if it feels right for your brand to join. New platforms offer a golden ticket for brands to shine. They provide the perfect playground to experiment, connect, and, most importantly, stand out.

In a world where social media is ever-evolving, it's clear that sometimes you just need to jump in, embrace the unknown, and be prepared to adapt on the fly. It's all about keeping it real, taking risks, and staying connected with your audience. So, next time a new platform emerges, don’t be afraid to try it out!

Cate Bender, the author, is Project Coordinator of Marketing Keys