Online communication platforms: there’s a whole lot of them. And new ones are created every day. Does that mean every platform has to be a part of your marketing mix? Hell no!
That leaves us with the question: which platforms are hot right now? We got you!
We inspire you with:
- Some platforms that you can’t ignore in your B2B marketing mix, and
- interesting channels that as a marketeer you might not have considered yet.
TikTok, get to Gen Z fast (but only Gen Z, for now)
WHAT IS IT?
TikTok is an app where you can make and upload short videos up to 3 minutes long. Oh, and don’t be afraid to put a filter on it, or add some good vibes with a little bit of music in the background.
WHAT YOU SHOULD KNOW:
- The most downloaded app in 2020.
- Originally aimed towards young people.
- But (!) right now more than 40% of its users are 18 years or older.
- Almost 3 million users in Belgium.
TO DO OR NOT TO DO?
Sounds like the place to be, right? Wow, slow down. Even though a lot more Millennials are active on TikTok since the pandemic started, the largest part of the app are still very young users. Not the most interesting B2B marketing audience, so it seems.
But ofcourse, you can always see this as a challenge! Do you want to give the fastest growing social media channel a shot? With the right message, it’s possible. Do make sure that your content – next to being informative – also has:
- wit,
- personality &
- creativity.
You’d rather stay in your comfort zone? Good news: Instagram and YouTube have their ‘own version’ of TikTok for you to explore.
Instagram Reels, the TikTok for your target audience
WHAT IS IT?
Reels is a recent feature on Instagram. On this platform, you can make and upload short videos with a maximum length of 30 seconds. Just like on TikTok, you can add music, increase or decrease the speed and use filters.
WHAT YOU SHOULD KNOW:
- More than 1 billion users worldwide.
- The gender ratio is 50/50.
- THE platform for Influencer Marketing.
- 30% of its users are older than 35.
TO DO OR NOT TO DO:
Instagram? Always an interesting choice, also for B2B. The audience is generally a bit older than on TikTok.
- Are you already familiar with TikTok and a pro in the creation of short video content? Then the world of Reels will have no secrets for you.
- Not quite familiar yet? Start with exploring Reels first. Have you mastered Reels? Then you can reuse your video ideas on TikTok.
YouTube Shorts, show your fun side
WHAT IS IT?
Of course, YouTube could not stay behind in launching its own similar short video feature.
Just like Reels, YouTube Shorts are a feature where you can upload short videos from up to a minute. With YouTube Shorts, you’ll be able to connect to a whole new audience. All you’ll need is a smartphone and the Shorts-camera in the YouTube-app.
WHAT YOU SHOULD KNOW
- More than 2.3 million people take a peek at YouTube every month.
- Twice as many people in the USA are on YouTube than on Instagram.
- 56% of its users is male.
- The biggest user group is aged 25 to 34.
TO DO OR NOT TO DO?
There’s endless amounts of content on YouTube. That means: users of all ages, groups, countries, industries and niches. A very interesting choice for B2B, I’d say! Do you own a thriving YouTub-account? Then YouTube Shorts might be the perfect way for you to show a more human and playful side to your business. This content can also be easily recycled on TikTok.
Clubhouse, the only club you need to be at as an entrepreneur
WHAT IS IT?
If there is one trend you should not miss, it’s audio streaming services. Podcasts are literally ev-e-ry-where!
Clubhouse is a sort of mix between a podcast and a talkshow. It’s a online networking app where it’s all about audio. Users can make their own ‘rooms’. There, they can go live and start discussions on any type of subject. Other users can listen in, or actively participate in the conversation.
WHAT YOU SHOULD KNOW:
- Started in 2020 as an alternative form of social interaction during the healthcare crisis.
- More than 18 million downloads.
- It’s free, nice! But users do need an exclusive invite to get on the app.
Myself? I’m still patiently waiting for my own invite… - Celebrities like Elon Musk, Oprah Winfrey and Kevin Hart already have had their own Clubhouse rooms (with a maximum capacity of 5000 people) completely filled up.
TO DO OR NOT TO DO?
No doubt about it! Hanging around on Clubhouse? It’s like attending an exclusive b2B event or conference. The platform is full of entrepreneurs and is therefore an amazing opportunity for networking. It’s the perfect place to reach a diversity of audiences while coming into contact with users from all different branches.
Sidenote: at the moment, Clubhouse is using an invite-only strategy. So no invite means no access.
Reddit, for great convo with your audience
WHAT IS IT?
Reddit is an online forum where users, aka redditors, can post their own messages. If other redditors find this post interesting, they can ‘thumbs up’ the post which makes it go up the charts. This makes a post more visible. Users can also subscribe to so-called subreddits that they find interesting, like ‘r/technology’ or ‘r/marketing’ of ‘r/internetisbeautiful’.
WHAT YOU SHOULD KNOW
- 52 million daily active users worldwide.
- Each month of 2020 there were more than 30 billion views on posts.
- Male-dominated.
- 64% of all redditors are between 18 and 29 years old and live in the United States.
TO DO OR NOT TO DO?
It’s a yes for me! Reddit is the perfect channel for targeted, authentic conversations with your audience. But be careful: you’ll have to be transparent, honest and sincere. Otherwise, you’re screwed! You might end up in a subreddit dedicated to tone-deaf marketing. 😉
Strava, give your brand awareness a boost
WHAT IS IT?
Strava is one of the more well-known apps to track your sports activity. Users can track their own accomplishments and compare them to others. Strava has grown to be a communication channel for people who want to share their love of working out with others.
WHAT YOU SHOULD KNOW:
- More than 75 million active athletes across 195 different countries.
- More men than women use the app.
- Women are more active on the app than men, though.
- Mostly athletes between 25 and 34 years old.
TO DO OR NOT TO DO?
Yes, and no. Strava only works with brands who support athletes. And even if that’s the case, Strava is not the place for B2B marketeers to go looking for leads.
But do you know where Strava excels? Building brand awareness!
You could start a challenge with your company, and encourage your team to share their accomplishments on Strava.
Content that gets shared by employees gets eight times the engagement than content shared by brands. Sounds like it’s worth the try, right?
MINIMAL INPUT, MAXIMAL OUTPUT
Don’t be persuaded to launch your B2B campaign on a dozen communication platforms at once.
In fact, consider only a few platforms based on your message and audience, and optimize along the way. Oh, and don’t forget to add value! That’s how you’ll grab attention.
Hint: with only a few changes, your content will be ready to use on multiple platforms!
There, now it’s up to you! Choose the platforms that match your message and your audience. Or, even better, you could leave that up to us! I’d say the real place to be will always be BBC. 🙂 Get in touch!
