Media platforms

Boost your brand using social media platforms that are often overlooked

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Did you know that there are at least 133 social media platforms existing ? Obviously, with so many platforms, it’s not practical to be on all platforms. Therefore, it is essential for you to strategically choose the networks that make sense for your brand.

Instead of focusing on the most common social media platforms (think Facebook, Twitter, TikTok, and Instagram), we’re going to discuss some extremely valuable social networks that brands quite often overlook. Let’s discuss their benefits and how they can help you connect with your customers, build brand awareness, and increase leads and, therefore, sales.

1. What kind of business do you have?

Are you a business-to-business (B2B) or business-to-consumer (B2C) brand? You want to establish a social media presence where your primary target audience is. A B2B company, for example, does better with networks like LinkedIn, where you can build a digital relationship with key people within the organizations you want to do business with. B2C businesses (especially those with physical products) can thrive on an image-based site like Pinterest or Reddit, where super fans can start threads.

Related: Harness the power of social media

2. Which channel best matches your social goals?

Knowing your audience is key, but so is being aware of your social goals. Are you looking to interact with customers and get feedback? Do you want to present your offers? Or are you just looking to sit in chat rooms to hear what the masses want? There is a single platform for each of these needs. Below are five such platforms and how each can align with your social media strategies.

3. What channels are competitors using?

You know what the saying goes: Keep your friends close, keep your enemies close. An easy way to see which platforms might work best for you is to simply research which networks your current competitors are active on. You will be able to see their engagement, popular type of content and how often you should post. Instead of trying to acquire as much real estate as possible on social media, focus instead on what works for others.

Now on to platforms that brands often overlook and why they should be considered to help increase your brand awareness, reach your target audience and drive sales.

Related: How to Succeed on Social Media Using Your Competitors

The largest professional network in the world: LinkedIn

Most professionals use LinkedIn, but are you using it to build brand awareness? In July 2022, there was a huge 849.6 million global users – its main users being Baby Boomers, Generation X and Millennials.

The platform gives you a powerful search engine to do market research and find out who’s who in your industry. It lets you connect directly with peers you want to collaborate with. It also acts as a lead generation funnel through features like the LinkedIn Creator Accelerator Program. Here you can learn and get resources, such as how-to guides on building a robust newsletter list and tips on developing content ideas to grow your audience.

You also have the opportunity to grow your brand by becoming a thought leader when you post authoritative niche content. The best part about using LinkedIn is that you can build a massive network with just their basic free service.

The first local business connector: Nextdoor

Since July 2022, The next door vaunted 69 million users. With a user demographic Comprised of Baby Boomers, Gen Xers and Millennials, this B2C platform is best utilized by those looking to build brand awareness and the desire to market locally.

Founded in 2008, The next door is a social networking platform explicitly designed to help people from different neighborhoods keep up to date with the latest neighborhood news and find recommendations of local service providers.

The best way to connect with buyers is to claim your free company. This helps you establish a presence within your local community. Second, you can ask loyal customers to leave recommendations to help rank your page, so your business appears in neighborhood search results.

Stay in touch with the community through business positions where you can share news and press releases. Finally, advertising your sales and promotions via Nextdoor ads is a cost-effective way to generate leads and convert them into willing buyers.

Related: Are Nextdoor ads the best new way to win local customers?

The largest visual discovery engine: Pinterest

pinterest is like an image warehouse. It is a repository where you will find images to inspire you for your own campaigns. 85% of people on the platform use it as a starting point for new projects.

The platform’s global reach means it has a strong following, with 433 million users around the world in July 2022. It’s a popular site among millennials, but Gen X, Gen Z, and baby boomers also have a big presence.

Pinterest is B2C focused and can be used for brand discovery. Use it to establish and organize your brand through visual means. You can successfully leverage this social media platform by investing in quality product/service images and optimizing them when you upload them to Pinterest. Plus, by making sure your photos link back to your website, Pinterest becomes a vehicle that drives your sales and traffic. Just look at the numbers: 80% of active Pinterest users claim to discover new products and/or brands by browsing the platform.

That’s not all, however. Thanks to Pinterest’s high domain authority, any content posted on the platform has higher visibility on different search engines like Google, Bing, and Yahoo.

New kid on the block: Clubhouse

clubhouse was all the rage in 2020 when the platform was first launched. The audio-only app’s biggest marketing hack had been its elitist “invite-only” strategy.

However, as the platform shifted from its exclusive offering to iOS and more people joined, the hype died down. That’s not to say B2B and B2C companies can’t use it to engage the mostly millennial user base. With a solid user base of at least 10 millions and a plethora of virtual chats taking place in different rooms, there’s no shortage of places where you can learn from other professionals in your industry and your consumer’s needs and wants.

You can also take advantage of the platform to hear opinions directly from your consumers in real time. Host live chats, Q&A sessions, and different types of virtual events. Engage in relevant conversations by joining industry-specific rooms and collaborate with peers by engaging in their conversations.

You can get insight into new campaigns and even products by paying attention to different niche conversations. By actively listening, you can easily identify gaps in your industry that you could potentially encounter based on what people are complaining about.

When it comes to getting attention for your brand and generating leads, you can do so by hosting brand affiliate interviews, fireside chats, and panels. Additionally, you can also sponsor indoor events. Team members can participate in these events if needed. Alternatively, most hosts are happy to thank sponsor brands for promoting your product or service during the session.

Related: 5 surefire ways to generate leads through social media

The go-to social news site and forum: Reddit

Reddit is almost as old as Facebook, having been founded in Medford, Massachusetts, in 2005. And like most social media apps, it’s free to join hence its 48 million monthly user base in the United States. The platform is a social news-slash-forum website, which makes it ideal for both B2B and B2C brands. With 64% of Reddit users being between the ages of 18 and 29, the site positions itself as a powerful marketing tool if your products or services have this demographic as your target audience.

Growing your brand on the platform can be done in different ways. You can engage with customers by asking them to share photos of themselves to shout out or win prizes, start sub-Reddit threads to discuss your product features or answer troubleshooting questions, create Sub-Reddit threads with brand-loyal superfans who are willing to monitor and manage threads, and announce your latest news and upcoming conferences, webinars and events.

The thing is, there are other social media platforms besides Facebook, TikTok, and Instagram. So take the time to develop a social media strategy for each new platform. Organize your presence within the various subcultures and communities that exist online.

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