New Social Platforms Are Everywhere—But Which Ones Actually Work? 

It feels like every day a new social media platform emerges, and you hear all the hubbub about how it can “revolutionize your marketing strategy”. But with so many options, is it really worth jumping on to every new platform? And more importantly, is it the right fit for your brand and business goals?

While the sheer volume of new platforms can be overwhelming, each one can offer fresh ways to connect with audiences. But let’s explore which one is right for your brand.

Lemon8

Active Users: over 5 Million (Howarth, 2024)

Lemon8, a rising social platform developed by ByteDance, the creator of TikTok, blends visual discovery with authentic community interactions, making it a promising contender for brands aiming to engage creatively. Lemon8 focuses on aesthetically driven content, emphasizing lifestyle, fashion, beauty, and wellness. Its unique approach offers a blend of Instagram’s aspirational visual nature and Pinterest’s discovery model, appealing particularly to Gen Z and Millennial audiences. This platform offers brands an opportunity to showcase visually captivating content that can resonate emotionally with users, promoting authentic connections while tapping into trending topics. As with any new platform, however, it’s essential to evaluate whether Lemon8 aligns with your business goals and brand message, ensuring it’s a fit for both your target demographic and your overall strategy.

Airchat

Active Users: over 50,000 (Howarth, 2024)

Airchat is a new social media platform with a new way of doing things. Instead of typing out posts, users speak their thoughts, which the app then transcribes into text, making it more human-centered and personal. It’s designed to prioritize voice communication, eliminating the need for photos or written text. Airchat’s simplicity appeals to users looking for more authentic, conversational experiences. Still in its invite-only phase, the platform is gaining popularity, especially among Silicon Valley entrepreneurs, who appreciate its audio-first approach to social networking.

Threads

Active Users: over 200 Million (Cardillo, 2024)

Threads, a Twitter competitor developed by Meta, is designed for intimate, meaningful conversations, primarily targeting younger demographics like Gen Z and Millennials. While Meta is exploring the implementation of ads on the platform, there is no immediate timeline for monetization, though ads are expected, possibly within the next year as Threads continues to grow. In the meantime, brands can leverage Threads to create exclusive content, engage with loyal customers in a more personal setting, and foster a community that feels connected and valued.

BeReal

Active Users: over 25 million (Holt, 2024)

BeReal stands out from traditional social media by encouraging users to share unfiltered, real-life moments. Each day, at a random time, users are prompted to post a photo within a two-minute window, capturing whatever they’re doing at that moment. BeReal is primarily appealing to Gen Z, who value authenticity and spontaneity. For marketers, BeReal offers a unique opportunity to showcase a brand’s authentic side. By participating in daily prompts, brands can humanize their image, connect with audiences on a more relatable level, and build trust through transparency.

The platform’s organic reach is strong, particularly among younger users, but advertising options are still limited. BeReal is working on an advertising strategy in collaboration with advertisers and agencies, aiming to create ads that blend seamlessly with user-generated content. These ads will be integrated into the user feed in a format that mirrors posts from friends, while official brand accounts will offer users a more authentic and interactive way to engage with brands.

Noplace

Active Users: Unkown

Noplace combines elements of Myspace and early Twitter, creating a platform that feels both nostalgic and fresh, particularly appealing to Gen Z. With a growing user base, Noplace is a space for users to express themselves creatively, with a focus on building new friendships and communities. The platform primarily attracts Gen Z users who are drawn to its emphasis on individuality and community-driven experiences. For brands targeting younger demographics, Noplace is a goldmine for creative campaigns that emphasize individuality and community. Marketers can experiment with interactive content, community-driven initiatives, and user-generated content to resonate with this audience. From an organic reach perspective, Noplace allows for high engagement due to its community-focused nature. Currently, Noplace has no plans to monetize, making organic interaction crucial for brands.

TikTok

Active Users: over 1 billion (Dean, 2024)

Not so new anymore, TikTok has certainly made a name for itself. TikTok continues to dominate the social media scene with its addictive, bite-sized videos and a user base that primarily consists of Gen Z and Millennials. With over 1 billion active users globally, TikTok offers brands an unparalleled opportunity to reach a vast and engaged audience. Its algorithm, which surfaces content based on user preferences rather than who they follow, allows brands to reach new audiences organically. TikTok’s potential for virality is unmatched, making it an essential tool for brands looking to boost visibility and engage with younger audiences. Creative, authentic content that taps into trends can quickly propel a brand into the spotlight, offering immense marketing value.

@thelaughingcowus This picture is edited. No one lose their mind pls. #thelaughingcow #mandelaeffect #mandellaeffects #capcut #trending #fyp #cheese ♬ You Sure About That _ ITYSL – Golden Key Prints

From an advertising perspective, TikTok provides robust ad options with opportunities for incredible reach and impact. According to recent research, 49% of TikTok users purchase a product or service after seeing it advertised or reviewed on the platform, with the popular hashtag #TikTokMadeMeBuyIt garnering over 6 billion views as a testament to its influence. (Almack, 2023)

As these platforms continue to grow, they offer brands new ways to engage with audiences and stand out in a crowded digital space. By understanding the unique strengths of each platform, marketers can craft strategies that not only meet their audience where they are but also anticipate where they’ll be tomorrow. The future of social media is here—are you ready to make your mark?

Sources

Almack, Brendan. “The Value of TikTok Advertising.” Digital Marketing Institute, 8 Aug. 2023, https://digitalmarketinginstitute.com/blog/the-value-of-tiktok-advertising. Accessed 23 Aug. 2024.

Cardillo, Anthony. “Threads Users: Growth, Demographics, and Key Stats.” Exploding Topics, 5 August 2024, https://explodingtopics.com/blog/threads-users. Accessed 23 Aug. 2024.

Dean, Brian. “TikTok User Stats: How Many People Use TikTok in 2023?” Backlinko, 8 Aug. 2023, https://backlinko.com/tiktok-users. Accessed 23 Aug. 2024.

Howarth, Josh. “New Social Media Networks to Watch in 2024.” Exploding Topics, 25 Sept. 2024, https://explodingtopics.com/blog/new-social-media-networks. Accessed 22 Oct. 2024.

Holt, K. “BeReal Says It Has More Than 20 Million Daily Active Users.” Online Optimism, 24 Apr. 2023, https://www.onlineoptimism.com/blog/bereal-stats-app-figures-data-be-real-numbers-to-know/#daily. Accessed 23 Aug. 2024.