6 New Social Media Platforms Marketers Should Watch in 2021

While you go to the App Retailer or Google Play and search “social media,” there are tons of of apps to select from. However, because the pool of social platforms grows, will any of them actually change the sport for entrepreneurs this yr?

The reality is, in all probability so. The yr 2020 modified the best way we did nearly all the pieces — together with socializing. Social distancing turned a well-recognized a part of our lives leaving a void for customized communication we used to have in-person.

However, people are adaptable, and several other new social networking websites have emerged within the final twelve months to recreate the communities we have needed to abandon abruptly.

Download Now: State of Social Media Marketing in 2020

2021 Social Media Tendencies

The most popular pattern so far is audio-based social networking. Stephanie Morgan, social media skilled and founding father of advertising company Social Lock sees a vibrant future for this new kind of neighborhood, “Audio-based social networking is a comparatively new idea, but it surely isn’t going anyplace anytime quickly.”

Aside from Facebook and Snapchat, we’ve also been watching platforms like Reddit and Pinterest intention to enhance on promoting and advertising options.

However, in case your position makes a speciality of social media, viewers development, or on-line engagement — or if your organization targets the early-adopters in Gen-Z or millennial age teams — you will nonetheless wish to be looking out for platforms that would acquire momentum afterward.

Why? Watching the expansion of younger, promising social channels will provide help to decide that are value becoming a member of and which are not value your time. And, for those who do find yourself becoming a member of a sizzling new social channel early on, you’ll have extra time to select up on what promotional content material works there. This can put you forward of rivals that launch their accounts later and may battle to give you artistic submit concepts.

That will help you keep on the slicing fringe of social media, we have compiled an inventory of six younger social platforms that you simply may wish to put in your radar this yr. These platforms have all gained a big consumer base, curiosity from traders, or information buzz in latest months.

For every platform, we’ll stroll you thru the way it works, its consumer base, why it could be promising to entrepreneurs afterward, and the way it is best to method it at present.

1. TikTok

Yr Launched: 2017 (Based in 2016)

Variety of Customers: 1 billion monthly active users

In 2018, the lip-syncing app, Musical.ly merged with an identical one-year-old app referred to as TikTok. Since then, TikTok has reportedly reached 1 billion lively month-to-month customers. With more than 2.6 billion global downloads, TikTok is now extra widespread in app shops than Fb, Instagram, and different outstanding social media platforms.

For individuals who keep in mind Vine or Musical.ly, TikTok is sort of a mixture of the 2. The platform permits you to movie brief movies that play on a repetitive loop similar to Vine. However, like Musical.ly or Snapchat, you’ll be able to add enjoyable results, AR filters, textual content, and musical overlays to zest issues up. Like comparable video platforms, it has been primarily adopted by users under 30 years old.

When you make a video, the app additionally permits you to optimize it by including hashtags that may make it simpler to seek out through search.

A method hashtags have been embraced on TikTok is thru its “Challenges” tab. This space of the platform prompts you to suggest a problem with a themed hashtag. While you submit a video that responds to a problem, you’ll be able to embrace the corresponding hashtag so these following the problem can see your movies.

Together with being extensively mentioned by publications together with the New York Times and Digiday, the app has additionally gained notoriety from comedians like Jimmy Fallon. This is a clip from The Tonight Show the place he talks in regards to the app and tells followers to compete in his #tumbleweed problem:


Other than being enjoyable and entertaining, the app is “leaking into model territory,” in keeping with Krystal Wu, HubSpot’s Social Media Group Supervisor. She defined that extra manufacturers are on the platform, including that, “The Washington Put up is on TikTok and they’re fairly widespread too.”

The Washington Post, as she talked about, has already gained almost 850,000 followers.

Whilst you would count on a newspaper like this to submit content material with a extra critical or investigative tone, the Put up reveals off a lighter, behind-the-scenes have a look at its newsroom. On this instance, considered one of its journalists struggles to stroll up the steps to the sounds of MGMT’s “Electrical Really feel”:

Manufacturers like Guess have additionally began to experiment with TikTok. To spotlight its new line of denim clothes, Guess launched the #inMyDenim problem encouraging customers to publish movies of themselves carrying Guess denim with Bebe Rexha’s music, “I’m a Mess.” enjoying within the background.

This is a video that somebody posted in response to the problem:


Manufacturers like Guess have additionally began to experiment with TikTok. To spotlight its new line of denim clothes, Guess launched the #inMyDenim problem encouraging customers to publish movies of themselves carrying Guess denim with Bebe Rexha’s music, “I’m a Mess.” enjoying within the background.

This is a video that somebody posted in response to the problem:


In the meanwhile, trend, publishing, and leisure corporations are beginning to play with TikTok. Because the platform grows, we’d see it broaden to different industries which might be in a position to get artistic and visible with their advertising ways.

Whilst you won’t wish to focus your whole social media sources on TikTok simply but, it is a good time to familiarize your self with the app and begin experimenting with a number of enjoyable movies. You can additionally attempt to brainstorm a number of challenges or video concepts that would align effectively together with your model and the platform’s younger viewers. Should you see any manufacturers which might be in an identical area as you, comply with them for some added inspiration.

2. Clubhouse

Yr Launched: 2020

Variety of Customers: Unspecified

In contrast to conventional social media websites Fb or Twitter which give an asynchronous platform for speaking and sharing content material, Clubhouse leverages synchronous, audio-only connectivity between the viewers and the audio system. It’s not fairly a podcast, however a extra private solution to share info together with your viewers who can speak again to you in real-time. You could be questioning “What truly occurs in Clubhouse?” And the reality is, somewhat little bit of all the pieces. Matters like beginning a enterprise from high VCs, relationship discussions hosted by celebrities, and even comedy golf equipment by up-and-coming comedians all discover their method in entrance of dwell audiences.

Clubhouse website homepage featuring a yellow wave emoji and App Store download.


Earlier than we speak about how a lot of a stir Clubhouse has brought about within the tech area, we’ve to let you know that the app is simply obtainable in beta on gadgets that help iOS. That hasn’t been a hindrance to the platform so far; Investors are lining up to help the event and enlargement of the audio-only phenomenon, even with no presence on Google Play Retailer.

A part of the sudden uproar about this new social media community stems from the best way it contradicts each different social platform obtainable at present. It’s invite-only — the antithesis of how we’ve come to grasp and leverage social media. The builders of the app say they wish to get Clubhouse excellent earlier than releasing it to the general public, however customers already a part of the in-group act because the gatekeepers to hundreds of conversations occurring every day. Should you don’t know somebody keen to provide you considered one of their three invites, you’ll have to affix the waitlist till Clubhouse is formally launched.

How can Clubhouse work for entrepreneurs and types? That’s but to be decided, however professionals are experimenting proper now. The race to crack the code on Clubhouse is a quick one as content material creators are constructing their audiences shortly in hopes of securing monetization opportunities after they grow to be obtainable.

Should you’ve acquired an invite to Clubhouse, however aren’t positive the way to use it, take into account internet hosting an off-the-cuff focus group, beginning a dialog a couple of high-traffic weblog article or social media submit your organization has printed, or contributing to a dialog already hosted by a thought chief in your business.

3. Twitter Spaces

Yr Launched: 2020

Variety of Customers: Unspecified

It’s possible you’ll not have heard of this one but  (it was simply launched in December 2020), but it surely’s choosing up steam pretty shortly. Much like Clubhouse, Twitter Spaces is a beta model of the app’s latest audio function. This voice chat various to the social platform’s conventional 280 character tweets is open to anybody with an iOS machine, however solely a choose group of individuals chosen by Twitter can create their very own area to begin a dialog.

Twitter Spaces profile. Profile picture and cover photo are a gradient purple.


Whereas the app is comparable in nature to Clubhouse, Twitter is venturing into this new audio-only territory to find alternatives and threats in such a neighborhood. Clubhouse has addressed its challenges with imposing neighborhood requirements – a chance Twitter desires to determine to make the platform secure for everybody.

Stephanie Morgan, social media supervisor at Social Lock, predicts some promising insights in regards to the latest audio-only social community by Twitter, “Areas will likely be an incredible function on Twitter as a result of it’s already a dialogue pleasant, majority non-visual platform.” She anticipates that internet hosting dwell discussions, coaching classes, and buyer Q&As may very well be a number of use circumstances for companies to make the most of Twitter Areas as soon as it’s launched to the general public.

Though this social instrument in all probability received’t be a very good match for you or your small business anytime quickly, it’s fascinating to look at in real-time. Even for those who can’t use Twitter Areas, maybe you’ll be impressed by the group’s human-centered method to growing the function.

4. Caffeine

Yr Launched: Based in 2016 and unveiled in 2018

Variety of Customers: Unspecified

Caffeine.television, a platform constructed by ex-Apple designers, permits you to create dwell broadcasts for mates and followers. The broadcasts present up in a feed the place you may give an emoji response or reply with feedback.

Caffeine.tv's streaming app interface


Together with dwell video broadcasts, it’s also possible to stream your pc or TV screens as you play video video games. This makes Caffeine a attainable competitor to the marginally older game-streaming service, Twitch.tv. Like Twitch, which provides you cash for prime views or subscriptions, Caffeine has launched a monetization program that rewards partaking broadcasters.

The corporate hasn’t specified consumer numbers but, however its Crunchbase profile reveals that it has over $259 million in investments so far. Caffeine’s largest investor up to now is twenty first Century Fox.

Other than investor curiosity, the platform is beginning to make waves within the worlds of leisure and sports activities. Not too long ago, the platform was used to broadcast the 2019 X Games in Aspen.

Caffeine’s success to date demonstrates how dwell video and video platforms are gaining fast adoption from youthful audiences, particularly within the Gen-Z age group. If the app continues to realize curiosity, entrepreneurs may think about using it to point out off their model by means of quite a lot of methods, like behind-the-scenes content material, Q&As, or different dwell movies. This platform is also helpful to entrepreneurs in all kinds of industries, together with information, leisure, gaming, and sports activities.

If dwell streaming might assist your organization unfold consciousness of a product, it could be a very good time to familiarize your self with each Caffeine and Twitch. As you be taught extra in regards to the platforms, make sure you decide in case your viewers is definitely utilizing both of them and what they’re utilizing them for. Equally to TikTok, you must also take a look at what comparable manufacturers are doing for those who discover any with lively accounts.

When you’ve got an concept for a dwell stream that appears too out of the strange for Fb or Instagram, Caffeine may very well be an fascinating place to check it. As a result of the platform is new, there won’t be many norms or guidelines related to what content material works or would not work simply but.

5. Instagram Reels

Yr Launched: 2020

Variety of Customers: Unspecified

We are able to’t deny that TikTok modified the sport for social media since its debut in 2017. It’s nonetheless on our checklist this yr because the platform continues to reinvent itself and broaden into new audiences. Final yr Fb took discover of the TikTok pattern and responded with Lasso, however ended the effort to make room for Instagram Reels.

Instagram Reels shown on three separate phone screens


Reels is now in direct competitors with TikTok, providing an identical video creation performance. Instagram customers can create movies adorned with particular results, music, and transitions infamous for maintaining customers in a loop.

How can reels work for your small business? Every thing from sharing product releases to how-to guides, Reels might be an enticing methodology for manufacturers to make a presence with the Gen Z viewers. Should you’re undecided the way to begin, The Social Affect has some enjoyable and informative examples of how to use Reels.

Unsure the way to leverage this new Instagram function? Begin together with your model. Reels are a enjoyable kind of content material that may show your model’s character. You don’t want fancy digital camera gear or a director to publish content material that has the viral issue. In case your group merely doesn’t have the capability to provide this content material but, take into account tapping an business influencer to create reels in your behalf.

6. Houseparty

Yr Launched: 2016

Variety of Customers: 20 million+

Houseparty is a group-video messaging app that enables video chats that may host eight users at a time. To make issues extra enjoyable for everybody within the chat, you need to use video filters, stickers and different enjoyable results whereas a dwell dialog is in session.

House party website homepage featuring a yellow and red background, yellow waving emoji and tagline.


Whereas the app itself has been round for a number of years, it has gone by means of a number of evolutions and just lately gained giant bumps in curiosity and customers. The app first began as Meerkat, however rebranded itself to Houseparty and revamped its options. Since then, Houseparty has climbed app retailer charts and risen from 1 million to 50 million users in 2020.

Though the app does provide advert area, entrepreneurs of the long run may use it in different artistic methods. For instance, a small make-up firm may sponsor a “houseparty” the place an influencer can reply magnificence questions and present attendees the way to use considered one of their new magnificence merchandise.

Though it’d sound promising, nonetheless remember the fact that this app has plenty of big-name rivals, together with Snapchat and Zoom..

This app may also take added time and creativity. If you do not have time to host a houseparty or cannot consider one that might successfully market your product, you may wish to prioritize different platforms first.

The way to Navigate The New Social Media Panorama

A marketer who discovers a sizzling new social channel first can grow to be an skilled on posting partaking content material earlier than their rivals even join. However, whereas it is essential for entrepreneurs to maintain fascinating platforms on their radar, the primary precedence ought to nonetheless be to focus time, effort, and sources on the platforms which might be already thriving.

To ensure you’re balancing your time between new and outdated channels accordingly, deal with rising and refining methods on the profitable platforms, then timebox an hour or so as soon as a month to look into newer platforms.

Should you discover a platform like TikTok, that is each comparatively new and has a fast-growing consumer base, brainstorm, and schedule a number of experimental posts.

Make sure you use experimentation time correctly and on the best platforms. Whereas TikTok is a superb place to experiment and would not appear to be it is going anyplace quickly, there’s at all times an opportunity that an especially area of interest platform, like Clubhouse, might get overshadowed by a bigger competitor – Twitter Areas.

While you’re figuring out which platforms are value watching or experimenting on, listed below are six questions your group ought to ask themselves:

  • What are its lively consumer numbers? Massive numbers might imply that the platform is gaining momentum and that you’ve got much more possibilities to have interaction with a big pool of customers.
  • Are publications or thought leaders speaking about it? If a platform would not specify actual numbers, however lots of people, outstanding figures, or information publications are discussing it — it could be promising.
  • Do older platforms have an identical instrument and a much bigger consumer base? If an older platform does the identical factor, folks may hesitate to undertake a more recent platform. For instance, entrepreneurs primarily use Tales on Instagram versus Snapchat. Though Snapchat pioneered the story, the Instagram interface and expertise is one thing that much more folks know, perceive, and belief.
  • Will my audiences perceive the way to use the platform? Will my audiences perceive the way to use the platform? It could be difficult to get a much less tech-savvy particular person to affix Snapchat or TikTok, however they may love a platform like Fb or Twitter as a result of the interfaces could be simpler to grasp. Choose platforms that your viewers can simply use and revel in.
  • Will audiences even have an interest within the platform? Will audiences even have an interest within the platform? Whereas a tech novice won’t take pleasure in TikTok, an adolescent may get bored on a platform like Fb. In truth, youthful folks favor visible apps like TikTok and Instagram. Whilst you wish to take note of the extent of adaptability, you additionally ought to take note of how your viewers desires to devour media.
  • What kind of content material or submit might we use to advertise our model on the platform? It’s best to at all times make a plan of motion when contemplating or launching a social platform. If you cannot give you any fascinating methods to market your particular product on a distinct segment platform, you may wish to maintain off on making an account. Alternatively, experimenting with completely different posting methods might enable your model to look artistic and funky to the platform’s viewers.

Do you have to comply with the social media developments of 2021?

Shopper habits adjustments shortly within the digital area, and companies that adapt to social media developments might see success. Should you keep watch over this sort of advertising analysis and tailor it to your audience, you’ll be able to craft a stellar social media plan that drives consciousness and reveals your model in a artistic mild.

Keep in mind, each pattern received’t work to realize your objectives, so don’t enterprise into this new social media panorama with out the hottest information. We’ve finished the heavy lifting for you within the 2020 Advertising Tendencies analysis report. The info inside is sourced from extra of the specialists you’ve heard from on this article and can provide help to introduce the subsequent massive second in your social media platforms.

Editor’s be aware: This submit was initially printed in July 2019 and has been up to date for comprehensiveness.

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