When you think about social media marketing, what kinds of platforms come to mind? If you’re like most marketers, you probably think about sites like Facebook, Instagram, Twitter, and TikTok. However, there are lots of other, smaller networks that are just as effective as these big sites. In fact, you may even notice better results when you focus your efforts on lesser-known platforms.
Read on to learn more about the benefits of marketing on smaller networks and how it can pay off big. We’ll also share some tips you can use to successfully market on these other platforms.
Examples of Smaller Social Media Networks
Before we get into the benefits of marketing on smaller networks, let’s share some examples. The following are a few lesser-known sites you might want to consider using to promote your business:
- Ello: Touted as “The Creators Network,” Ello is a simple, minimalistic site that acts as a private social network for artists and other creators. It doesn’t sell ads currently, but that may change in the future, and getting in on the ground floor will allow you to build more connections and take advantage of any potential advertising features right from the start.
- Quora: Quora combines many popular user features of platforms like Twitter, Ask.com, and Pinterest. Users ask questions on this platform, and brands can use it to answer questions and promote themselves as experts in a particular field.
- Triller: Triller is an AI-driven music video app similar to TikTok. It allows users to create high-quality, professional videos in seconds and helps them to connect with their followers in a fun and engaging way.
- Periscope: A live-streaming app, Periscope has over 10 million registered users and hosts more than 9 million live streams every month. It’s a good alternative to saturated video platforms like YouTube or Twitch.
- Vimeo: Vimeo is a paid video platform that’s also similar to YouTube and Twitch. Brands can use it to live stream, create, and share videos with followers from all over the world.
- Peanut: Peanut is a social networking app specifically geared toward mothers and expecting mothers. It’s a place where women can make friends, gain advice, and build community.
These and other, small social media networks might not offer as many built-in advertising options as sites like Facebook or Twitter — or any advertising options at all. However, there are still lots of ways to get your message out on these apps. They’re worth looking into if you’re trying to reach a specific audience or promote a particular product or service.
Benefits of Marketing on Smaller Networks
Why would you want to invest time and resources into advertising on smaller networks? Here are some of the greatest benefits that come with this social media marketing approach:
Be a Big Fish in a Small Pond
One of the primary reasons why we recommend marketing on smaller networks is the fact that this allows you to be a big fish in a small pond. Think about how many people use Instagram or Facebook each month (2 billion and 2.91 billion, respectively).
If you were to create an account today on one of those platforms, you would be a small fish in a big pond. It would take a long time for you to build a large following and see noticeable results from your marketing efforts.
On the other hand, if you are an early adopter of a lesser-known app, you can start putting your resources to great use right away and start building a large following. This can lead to more conversions, greater sales revenue, and a better return on your investment.
Reach a Niche Audience
All kinds of people use popular social media platforms like Instagram, Twitter, and TikTok. From teens to octogenarians, there’s a great deal of variety in these apps’ audiences.
There are lots of benefits associated with using an app with a large and diverse audience. However, it can also be hard for you to locate your target customers when you’re sifting through such a big crowd.
The opposite is true when you use other, smaller networks — especially those like Peanut that target a specific type of person.
With these platforms, it’s easier to reach those who are most likely to be interested in the products or services that your business sells. This will help you to see better results and enjoy returns on your investment faster.
Build More Personal Connections
When you’re using a smaller platform with a smaller audience, it’s easier for you to build personal connections and get to know users on a deeper level.
People may feel a stronger attachment to you and your brand if they learn about your products or services on a smaller app. This may lead to a greater sense of customer loyalty and more repeat sales in the future — all of which are good for your bottom line.
You’ll find that it’s easier to keep up with your customers when you connect with them on a smaller network, too.
If a brand has 100,000 followers on Instagram, it may be hard for them to get back to every question or comment that comes their way. You can build a stronger relationship and respond to everyone on a smaller platform with a smaller audience, though.
By establishing your brand as one that engages with customers regularly and is highly responsive, you’ll have an easier time gaining credibility and retaining people’s trust.
Get Ahead of Your Competitors
Are all of your competitors focusing on Instagram and TikTok right now? Instead of constantly trying to keep up with the Joneses, it might be better for you to branch out and make a name for your business on a completely different platform.
This doesn’t mean that you can’t use Instagram or TikTok at all. However, you may want to dedicate more time and resources to another, lesser-known platform.
When you take this approach, you can get ahead of the competition and start building an audience early — before other businesses jump in after the app or website has already become popular.
Tips for Marketing on Smaller Networks
Do you want to start using one of the networks listed above? Do you know of another small network that members of your target audience use?
Either way, you might be wondering what kind of strategies you should use to get your foot in the door. Listed below are some of the best tactics to keep in mind as you begin figuring out your new social media approach:
Get to Know Your Target Audience
Start by taking a step back and evaluating your target audience.
Who are they? How old are they? Where do they live? What are their interests and hobbies? Are they Android users or iPhone users?
The more you know about your target customers, the easier it is to find lesser-known platforms where they might be spending their time.
Do Some Basic App Research
Once you’ve done some digging into your target audience, make a shortlist of potential apps and social networks you might want to utilize. Then, look into each one of them and learn the basics.
How do they work? What kind of media is shared on them? Are there any in-app advertising options? Is business promotion allowed?
Keep Track of Trends
Once you’ve decided which apps or social media sites you want to use, create an account and spend some time monitoring the kinds of content you see most often.
What are the trends? Are there certain types of images or videos that seem to perform better than others?
The more you know, the easier it will be to plan your content moving forward.
Don’t Be Afraid to Experiment
It doesn’t matter if you’re using Triller or TikTok. It’s always good to step out of your comfort zone and try new things. This is especially important when you’re getting used to a new platform, though.
Don’t waste time obsessing over creating the perfect piece of content right out of the gate. Be willing to experiment and try new things to figure out what your audience likes. As your following grows and you gain more feedback, it’ll be easier to decide what types of content to focus on.
Be an Engaged User
Speaking of feedback, be an engaged user on this new platform and respond to as many comments and direct messages as possible. Even if the feedback you receive is negative, you should still take it into account and consider how you can use it to make your social media marketing strategy better.
Expand Your Social Media Marketing Options Today
Now that you know more about the benefits of marketing on smaller networks, are you ready to make some changes to your social media marketing strategy? If so, follow the tips listed above so you can start expanding your reach and achieving your business goals.
Want to learn more about social media marketing and how you can combine your small network strategy with your approach for larger networks? Start by checking out this blog post to learn about the latest Facebook updates and how they might affect your marketing plans.