Remember when PR pros only cared about Facebook, Twitter, and LinkedIn? For many, these are still the social media holy trinity. But by the end of this year, an estimated 3 billion people will be using social media beyond just these three sites. Plus, new platforms are emerging regularly.
New platforms are available for B2B PR
This means there is greater potential for B2B brands to reach a passionate audience of corporate customers. The ability to reach specific audiences goes beyond the current mainstream social sites. For example, TikTok has taken the world by storm, but no one wants to miss out on new sites that could give you similar exposure. Here are three emerging platforms PR professionals should keep an eye on, which are especially well-suited for B2B visibility programs.
Clubhouse
Launched in 2020, Clubhouse breaks the mold of traditional social media platforms. It’s audio-only and connects viewers and speakers by allowing them to share information in real time. What types of conversations take place on Clubhouse? A little bit of everything! Topics range from relationship discussions to business startups.
Another defining feature of Clubhouse is its exclusivity. At least until the official release, you can only access it by invitation. Users act as gatekeepers to the platform’s ongoing daily conversations by having three invitations to allow new users to join. Those who don’t have an invitation will be put on hold until the official launch. However, it’s very easy to get an invite.
Since its launch, Clubhouse has been a meeting place for engineers, artists, and entertainers. Could a B2B manager also find their niche here? Yes. For B2B customers, Clubhouse will be another social media tool used to promote thought leadership, especially among subject matter experts. Experienced business leaders are well-suited to host rooms or later launch their own clubs. The platform offers PR teams new ways of storytelling for their organizations and gives business people who are talented speakers with strong opinions on industry trends a chance to ride the social audio wave.
Twitter Spaces
To tap into the social audio experience, Twitter launched Twitter Spaces in December 2020. It’s still early days, but new features and updates are in the works. The impetus for the creation of Twitter Spaces appears to be the challenges Clubhouse faces with its community standards. Unfortunately, conversations on Clubhouse about sensitive topics like identity, ethnicity, gender, and racism have led to offensive behavior from some users. Twitter Spaces aims to provide a more inclusive environment.
So how does Twitter Spaces work? If you want to manage the conversation, you need a Twitter account. You can create spontaneous Spaces or schedule them up to 14 days in advance, all within the Twitter app. Once created, Spaces can be invited to speak with up to 10 people at any time. Spaces are public, so anyone can join as a listener, even if they don’t follow you. To send invitations, hosts can post the link by tweeting it, sending it via Twitter’s direct message feature, or simply posting it elsewhere. Like Clubhouse, Twitter Spaces is an emerging platform for thought leadership. It offers live discussions, training, and Q&A, among other things. Hosting capacity for Twitter Spaces is still limited, but in May Twitter announced that accounts with more than 600 followers can now host spaces. According to Twitter Spaces, these accounts are likely to have a better hosting experience based on their existing following. In addition to a charismatic presenter, the quality of the audience should also be considered. Twitter Spaces is still in its early stages, but it’s definitely worth keeping an eye on in your PR plans as it gains momentum.
Instagram Reels
TikTok was no doubt an influence in the introduction of Instagram Reels. This new feature actually competes with TikTok, which offers similar video creation features.
Instagram Reels can also be used to increase brand awareness and drive recruiting efforts. The feature offers a fun and creative way for brands to showcase product releases, how-to guides, and even company culture. You don’t need a production team. All you need is a smartphone. You can even reach out to influencers in your industry and have them create videos that interest you.
Determine which new social channels to join
Being early to join and stay on top of emerging social channels can put you ahead of your competitors. However, you need to balance the time you spend experimenting with new platforms with refining your strategy on the ones you’re already established with.
It may seem difficult to decide which new platforms are worth the time and effort of observation and experimentation, but it doesn’t have to be. As you move to new channels, it’s a good idea to keep the following in mind:
– Track your growth. A high number indicates that the platform is gaining momentum and is likely to interact with a wide range of users.
– If a platform doesn’t provide specific metrics (e.g. Clubhouse) but is generating buzz, it’s probably worth trying.
– Choose a platform that your audience will find easy to use and enjoy.
– Pay attention to the level of customization, but also consider how your audience wants to consume media. If you want to target business decision makers, they’re more likely to participate in discussions about industry trends on platforms like Clubhouse and Twitter Spaces. -If you can’t think of an interesting way to tell your brand’s story on a niche platform, it might be best to refrain from opening an account. A boring or inactive account could be a sign that your brand isn’t ready to get involved.
