From last time, We talked about digital adoption and opportunity that came with it.
Now, not only are people devoting more time to social platforms, but they are also using a wider variety of social platforms than ever before. According to the report, the average social media user around the world now has accounts on almost nine different platforms, and a significant number of these users are actively engaging with or contributing to social media platforms every month. This presents an opportunity for marketers to reach a huge audience across a wide variety of social channels. But which channel or platform is the right channel? Or how do we decide if we want to add a new channel to our brand ? Because the results show that there is a large overlap of audiences between each social platform.
That unique audience share is even smaller for some of the more niche platforms, which means that each additional platform in your social mix will produce very small and ever-decreasing returns when it comes to expanding your audience reach. It is getting smaller. This is why it is important to balance your portfolio of social media platforms. The overlap of audiences between these platforms creates opportunities for portfolios that may reach existing audiences in new contexts, rather than the potential to reach entirely new audiences. This is why you need to balance a mix of channels for both organic and paid social media activity.
Audience overlap in organic activity allows you to focus your marketing efforts on one to two platforms due to, you might already reach almost all social media users by using several large platforms. To determine which platform suits your brand and your needs, you will need to identify which platforms are most popular among your specific target audience. You can start by using statistical reports that identify platform preferences by geography, by age and by gender, as well as considering the contextual relevance of each platform and how it relates to the type of marketing content you publish.
For example, if you’re a tech brand targeting gamers, you’ll probably find these people on platforms like TikTok and Instagram, but you’ll get richer engagement on platforms like Reddit and Twitch. So Reddit and Twitch might be a better choice for you.
And if you have a bit of a media budget to spare, you can happily take advantage of as many different platforms as you like, with paid media and promoted placements. This is because you don’t need to maintain an organic presence on the platforms in order to benefit from paid opportunities.
In order to find the best balance social plan form mix for your brand, you can experiment with a few different platforms to see what works best for your specific needs and it’s worth doing. Swap between paid platforms as often as you can go and as often as you need to. You may want to consider some of the smaller, more niche platforms for some targeted paid media activity. Each platform, however, engages a different demographic, so it’s important to identify the platform that is most relevant to your brand’s specific target audience before making any investment. If you are planning to carry out your digital activities across multiple platforms.
Our team of a dozen specialists at, at MONDO MARKETING are ready to develop your brand expansion into new overseas markets, We’re here for you!