How To Prepare For The Next Big Social Media Platform

The social media landscape is constantly evolving, with new platforms emerging and capturing the interest of users, particularly younger demographics. Brands that adapt quickly and strategically can leverage new platforms to grow their reach, engage with fresh audiences, and stay ahead of competitors. But how can a brand be ready for the “next big thing” in social media? Here are some key steps and strategies to help brands prepare for the next breakthrough platform and make the most of early adoption.

1. Stay Informed on Social Media Trends and Emerging Platforms

A brand that wants to capitalize on the next big platform must keep up with industry trends, emerging technologies, and user behavior patterns. Following tech news, subscribing to industry reports, and staying connected with social media thought leaders are critical steps.

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• Monitor Tech News and Influencers: Following tech blogs, industry insiders, and digital marketing experts can provide timely updates on emerging platforms and features. Platforms like Product Hunt are useful for discovering new apps and social media technologies before they gain widespread attention.
• Join Social Media Communities: Participating in online communities for social media professionals, such as those on LinkedIn or Reddit, allows you to learn about new platforms through firsthand experiences and discussions with other marketers.

2. Understand the Characteristics of Early Adopter Audiences

Each new social media platform has its unique culture and audience, often beginning with early adopters who set trends and influence platform growth. Understanding who these users are and what they value can help your brand create content that resonates with the initial user base.

• Define Early Adopter Demographics: Early adopters are typically younger, tech-savvy, and open to experimentation. Research the characteristics of early adopters on platforms like TikTok or Clubhouse to gain insights into the types of content that attract their attention.
• Observe Platform Usage and Trends: As new platforms emerge, observe how users interact on them. Are they using the platform for entertainment, learning, networking, or creativity? Understanding these patterns helps you tailor your brand’s approach to fit the specific style of the platform.

3. Invest in Flexible Content Creation

To succeed on an emerging platform, your brand must be ready to produce new types of content that fit the platform’s unique format. Prioritize flexibility in content creation by experimenting with short videos, interactive graphics, or live streaming, depending on what’s trending.

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• Build a Content Library: Prepare a versatile content library with images, video snippets, audio files, and written content that can be repurposed for various platforms. For example, short-form video content works well on TikTok, Instagram Reels, and YouTube Shorts, and can be adapted quickly for new platforms.
• Encourage Real-Time and Authentic Content: Many new platforms prioritize authenticity and real-time interaction, like live audio rooms on Clubhouse or spontaneous posts on BeReal. Practicing quick, informal content creation can help your team be more adaptable to these formats.

4. Test and Experiment on Emerging Platforms

Rather than waiting for a new platform to gain massive popularity, test it early to understand its features, audience, and unique aspects. Early experimentation can provide valuable insights into whether it’s a good fit for your brand and how best to use it.

• Allocate a Small Budget for Testing: Set aside a small budget for experimenting with ads, content, or influencer partnerships on new platforms. If the platform gains traction, you’ll already have an understanding of what works, giving your brand a competitive edge.
• Pilot Content with a Test Audience: Try sharing content on the new platform with a segment of your audience to gauge interest and engagement. A small-scale test lets you understand which content types are effective and refine your approach as the platform evolves.

5. Strengthen Your Brand Identity Across Platforms

While each platform has a unique audience, a strong, consistent brand identity will make it easier for audiences to recognize your brand across platforms. Preparing a clear brand message and visual identity ensures that your brand remains cohesive, even as you branch out into new spaces.

• Develop Brand Guidelines for Multi-Platform Use: Create brand guidelines that can be adapted for various platforms, including colors, fonts, logo usage, and tone of voice. This makes it easier for your team to quickly produce content that feels authentic, regardless of the platform’s style.
• Focus on Core Brand Values: Prioritize sharing your brand’s core values and mission rather than platform-specific gimmicks. This makes your brand memorable and relatable, even on emerging platforms that may have their own style of content.

6. Build a Diverse Team of Content Creators

A diverse team with expertise across video production, graphic design, writing, and social media strategy will be better equipped to adapt quickly to new formats and styles. Each platform has different demands, and having a team with a wide skill set can ensure readiness for any trend.

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• Invest in Multiskilled Creators: Look for content creators skilled in video editing, audio production, or interactive media, as these skills are often required on emerging platforms. Multiskilled creators can quickly pivot their style as needed, making them invaluable assets.
• Partner with Niche Influencers: Collaborate with influencers who have experience with new platforms, as they often have the inside track on what works. Influencers who can create content for newer formats like VR or AR are especially valuable as these technologies grow.

7. Stay Agile with Your Marketing Strategy

Emerging platforms evolve quickly, and what works today may not work tomorrow. Your brand’s social media strategy should be agile, allowing your team to make rapid adjustments based on platform updates, user feedback, and performance analytics.

• Implement a Feedback Loop: Regularly collect feedback from your audience and analyze performance data to understand what content resonates. Platforms may change their algorithms or introduce new features, so keeping a feedback loop helps you stay responsive.
• Be Ready to Scale Up Quickly: If you notice that an emerging platform is gaining momentum with your target audience, be prepared to scale your efforts. This might include increasing your content output, investing in ads, or partnering with influencers as the platform grows.

8. Leverage Analytics to Track Platform Growth and Success

Not every emerging platform will succeed, so tracking metrics is essential for assessing its effectiveness and deciding whether to continue your efforts. Setting up KPIs from the beginning will help you evaluate whether the platform is worth further investment.

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• Monitor Engagement Rates and Follower Growth: Track how many people engage with your content on the new platform compared to your established channels. Pay attention to engagement metrics like likes, shares, and comments to gauge audience interest.
• Assess Conversion Rates: If your goal is to drive conversions, measure how effective the platform is at leading users to take action, such as visiting your website or making a purchase. This data will help you understand the platform’s value for your brand.

9. Prepare for Data Privacy and Compliance

As new platforms gain users, they also draw scrutiny for data privacy practices. Ensure that your brand’s data collection and privacy policies comply with regulations, and be prepared for changes in platform policies as they evolve.

• Stay Informed on Privacy Policies: Each platform has its own privacy policy, and these can change as the platform matures. Keeping up-to-date with these policies ensures that your brand remains compliant, protecting both your data and your reputation.
• Prioritize Transparency with Users: Being transparent about how you collect and use data on new platforms builds trust and positions your brand as responsible and trustworthy.