Short-term Hype or Strategic Decision: 

What Brands Should Do with New Social Networks

The emergence of the new social network Threads by Meta has shown how quickly brands are entering new communication platforms. More than 30 million users have registered on the app in less than a day, with corporations, brands, agencies, and other businesses taking a significant share. Most have organically merged into the app and supplemented their content plan with an additional Threads field. However, does the emergence of a new communication platform imply the need to go there?

It is worth remembering one of the essential communication rules — a brand needs to communicate where the target audience will hear it. Thus, each newly created communication platform should be used for a specific purpose and align with the overall brand communication and development strategy. If a company clearly understands that its target audience is not on Twitter, should it direct its resources to this social network because there are many other brands? Obviously, no. This raises the question of the feasibility of using new communication platforms. Agency specialist Bohdana Droniuk tells us how to use them and how to do it right.

Context is a Key

It’s a fact that new social networks and platforms from well-known companies are causing a stir. It’s also true that even though they’re out there, they still need to be more suitable for some brands. Furthermore, it is more important to understand your target audience, their preferences, and how they consume content. The real success of communication is delivering the right message to the right audience through the proper channels.

Consistency of Communication

Sometimes in the agency, we see stories of brands trying to cover as many platforms as possible. Some clients come to us with a request that they need everything now. Such manifestations confuse the audience and weaken the brand’s identity. That’s why aligning communication platforms with the needs of your target audience is essential for building trust and recognition and for getting your voice heard.

Resource Allocation

Maintaining a consistent presence on each new platform requires significant time, effort, and resources. Brands should optimize their presence on the platforms that perform best and where their audience is already engaged. It should be distinct from avoiding anything new or modern. It’s about solutions that meet the brand’s communication goals, not just responding to hype trends. 

The Clubhouse Paradox

Honestly, it’s hard to forget the decline in interest in Clubhouse. The voice chat platform, which could be accessed only with a special invite, retained only 5% of those who initially started using it a year after its launch. Brands joined the app very quickly, but at the same time, they began to see a decline in user activity. A sharp rise in the popularity of new platforms does not guarantee long-term interest in them. It proves that an effective communication strategy focuses on sustainability rather than short-term hype.

How to enter new platforms?

Before the official launch of new platforms, learn everything you can about them. This way, you will immediately see who they are designed for and why, and it will help you understand whether to enter into a new communication with a particular brand. The next step is to match the brand’s target audience with the platform. Analyse whether people will catch this wave, whether your audience’s lifestyle matches the new platform, or whether they will want to hear and see you there. Such manifestations are sometimes about increasing sales, trust, or strengthening reputation. Sometimes it can be a pure fan story that will show short-term effectiveness and become something new and unexpected for the brand. So put only a little hope in exceptional results at first. 

For example, it needs help to see how Threads enhances company communications. Users are still interested, although the level of engagement is partially declining. The DAU (Daily Active Users) index is currently down by 70%, but the possible introduction of updates will help Meta retain its audience. For now, PR professionals will also need to monitor WhatsApp’s new feature, WhatsApp Channels, closely. Whether brands will enter this space en masse is an open question. Still, even if they do, it is essential to remember that the selection of communication platforms should align with the brand’s development and communication strategy.

Author: Bohdana Droniuk

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