How to Know When Your Brand's Ready to Take on a New Social Channel

July 17, 2024

By

Kelsie Rimmer

With the whirlwind of new social platforms popping up—from Threads to TikTok Notes—it's no wonder social media managers feel constant pressure to jump on the latest craze. But before you dive headfirst into the next shiny new platform, it's crucial to evaluate whether it's the right move for your brand. Spoiler alert: You don't need to be everywhere!

So, how do you know which social channels are right for your brand? Before jumping on a new social platform, here are a few things to consider.

1. Assess your team's capacity

First things first: take a hard look at your team's capacity. Managing a social media presence is no small feat, and adding another platform into the mix means more content creation, engagement, and analytics to keep track of.

Do you have the resources to handle this new workload without compromising your existing efforts? If your team is already stretched thin, it might be wise to wait to adopt a new platform until you can allocate sufficient resources.

2. Ask: where is your audience?

Next, consider whether your target audience is present on this new platform. Different social media channels attract different demographics and interests. For example, TikTok's audience skews younger, while Facebook tends to attract an older crowd.

Do some research to determine if the users on this new platform align with your brand's target audience. If not, investing time and effort there might not yield the desired results.

3. Consider your content format compatibility

Every social platform has a unique style and preferred content formats, so before taking the plunge, consider whether your brand's content aligns with the platform's.

Are you a visually-driven brand with stunning photos and videos? Then Instagram might be your playground. But if the new platform is text-heavy and your strength lies in imagery, it might not be the best fit. Ensure the platform's style complements your brand's content goals, personality, and aesthetic.

4. Evaluate your current channels

Before taking on a new social channel, it can pay to take stock of the channels you're currently on. Are they all serving your brand well? Sometimes, it's better to cut ties with a platform that's no longer serving you and redirect those efforts to a new one.

If a channel isn't driving engagement or growth, it might be time to reconsider your presence there. Freeing up capacity by dropping an underperforming platform can give you the bandwidth to explore new opportunities.

5. Consider your marketing funnel

Another thing to consider is how easy it is to move your audience off-platform if that's a priority for your brand strategy. Does the new platform make it simple to direct users to your website, email list, or other owned channels?

Some platforms have more restrictive algorithms and policies, making referring audiences to your website challenging. If moving your audience is crucial, ensure that the platform facilitates this without making your audience jump through too many hoops.

6. Remember: you don't need to be everywhere

The social media landscape has evolved dramatically over the past five years. Remember when everyone was all about Facebook and Twitter? Now, Instagram and TikTok are the heavy hitters, each serving different purposes for different audiences.

Social platforms come and go, and what's hot today might be forgotten tomorrow. So, it's more strategic to excel on a few platforms where your brand can shine rather than spreading yourself thin across every new app that emerges. Quality over quantity!

‍Final thoughts

Jumping onto a new social media platform can be tempting, especially with the constant chatter about the latest trends. But remember, it's not about being everywhere—it's about being where it matters most to your brand and audience. By carefully considering your team's capacity, audience alignment, and channel effectiveness, you can make informed decisions that will benefit your brand in the long run.

So, before you hit that sign-up button on the latest and greatest social platform, take a moment to evaluate your goals. Remember, your brand's presence should be intentional, impactful, and aligned with your overall strategy. Happy posting!

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