Mastering Social Media Strategies on Emerging Platforms
Crafting effective social media strategies requires more than just understanding established platforms. It demands embracing the dynamic world of emerging platforms like TikTok and alternative platforms to established ones, to maximize your marketing potential. But can your brand truly connect with audiences on these new frontiers, or are you throwing money into the void?
Key Takeaways
- TikTok’s algorithm prioritizes short-form, engaging video content, demanding a shift away from polished, overly-produced ads.
- When audiences feel authenticity, they are 3x more likely to convert.
- Alternative platforms require niche targeting and community engagement to achieve a positive ROAS.
Let’s dissect a recent campaign we executed for a local Atlanta-based brewery, “Hop City Limits,” looking to expand its reach beyond its existing customer base in the West Midtown area. They wanted to engage a younger demographic and boost sales of their new line of craft hard seltzers.
The Challenge: Beyond the Usual Suspects
Hop City Limits already had a decent presence on platforms like Facebook and Instagram. However, their target audience – Gen Z and younger millennials – were increasingly spending their time on TikTok and smaller, more niche platforms like Spoutible, a microblogging site gaining traction among politically progressive audiences.
The brewery’s marketing team, led by Sarah Jenkins, initially hesitated. “We weren’t sure if TikTok was right for our brand,” Sarah confessed to me. “It felt so different from what we were used to.” Many brands feel that way, stuck in their comfort zones. That’s a mistake.
Our Strategy: A Multi-Platform Approach
We crafted a multi-platform strategy that focused on:
- TikTok: Short, engaging video content showcasing the brewery’s personality, behind-the-scenes glimpses, and user-generated content (UGC).
- Spoutible: Engaging in relevant conversations, sharing brewery updates, and sponsoring community events within the platform.
- Instagram: Maintaining a consistent presence with high-quality photos and stories, driving traffic to TikTok and Spoutible.
The budget was allocated as follows: TikTok ($15,000), Spoutible ($5,000), and Instagram ($2,000). The campaign ran for three months (July-September 2026).
TikTok: Embracing Authenticity and Trends
Our TikTok strategy centered on creating authentic, relatable content. We partnered with local Atlanta influencers to create videos featuring:
- Taste tests of the new hard seltzers.
- Behind-the-scenes tours of the brewery.
- DIY cocktail recipes using Hop City Limits products.
- Humorous skits related to Atlanta culture and brewery life.
We avoided overly polished, corporate-looking ads. Instead, we embraced the platform’s organic feel, encouraging user-generated content by hosting contests and featuring customer videos. One video, featuring a local comedian reacting to the seltzers, went viral, garnering over 500,000 views.
Targeting: We used TikTok’s interest-based targeting to reach users interested in craft beer, local breweries, Atlanta events, and related topics. We also leveraged lookalike audiences based on Hop City Limits’ existing customer data.
Creative Approach: Short, punchy videos (15-30 seconds) with trending audio. Emphasis on humor, authenticity, and showcasing the brewery’s unique personality.
Spoutible: Niche Engagement and Community Building
Spoutible presented a different challenge. It’s a smaller platform with a highly engaged, politically active user base. Our strategy focused on:
- Participating in relevant conversations about local issues, politics, and social justice.
- Sharing brewery updates and events in a non-intrusive way.
- Sponsoring community events and initiatives within the platform.
- Partnering with Spoutible influencers to promote the brewery’s values and products.
We avoided overtly promotional content. Instead, we focused on building relationships with the Spoutible community and demonstrating Hop City Limits’ commitment to social responsibility.
Targeting: Keyword targeting based on interests like Atlanta politics, social justice, local events, and craft beer.
Creative Approach: Thoughtful posts, engaging in conversations, and providing value to the community. Sponsoring community initiatives and events.
Instagram: The Supporting Role
Instagram served as a hub for directing traffic to TikTok and Spoutible. We continued to post high-quality photos and stories, but also promoted the brewery’s TikTok and Spoutible accounts.
Results: A Mixed Bag
Here’s a breakdown of the results:
| Platform | Budget | Impressions | Clicks | Conversions | Cost Per Conversion | ROAS |
|————|———–|————-|——–|————-|———————–|——–|
| TikTok | $15,000 | 2,500,000 | 25,000 | 500 | $30 | 2.5x |
| Spoutible | $5,000 | 500,000 | 5,000 | 50 | $100 | 0.8x |
| Instagram | $2,000 | 1,000,000 | 10,000 | 100 | $20 | 3.0x |
TikTok: Delivered strong results in terms of impressions, clicks, and conversions. The cost per conversion was higher than Instagram but the reach was significantly greater. The 2.5x ROAS was acceptable, and we saw a noticeable increase in brand awareness among the target demographic.
Spoutible: Underperformed expectations. While we generated a decent number of impressions and clicks, the conversion rate was low and the cost per conversion was high. The 0.8x ROAS indicated that the campaign was not profitable on this platform.
Instagram: Continued to be a reliable source of conversions, with a solid ROAS. However, its reach was limited compared to TikTok.
What Worked and What Didn’t
What Worked:
- Authentic TikTok content: Embracing the platform’s organic feel and partnering with local influencers resonated with the target audience.
- Consistent brand messaging: Maintaining a consistent brand voice across all platforms helped build brand recognition and trust.
- Strategic budget allocation: Focusing the majority of the budget on TikTok proved to be the right decision, given the platform’s strong performance.
What Didn’t:
- Spoutible’s high cost per conversion: The platform’s niche audience and limited advertising options made it difficult to generate profitable results.
- Overly promotional content on Spoutible: The Spoutible community was resistant to overtly promotional content, preferring authentic engagement and value-driven interactions.
Optimization Steps
Based on the initial results, we made the following adjustments:
- Reduced Spoutible budget: We cut the Spoutible budget by 50% and reallocated those funds to TikTok.
- Refined TikTok targeting: We narrowed our TikTok targeting to focus on users who had previously engaged with our content or visited the Hop City Limits website.
- Increased UGC on TikTok: We doubled down on user-generated content, hosting more contests and featuring customer videos prominently.
- Shifted Spoutible Strategy: On Spoutible, we pivoted to community-building activities. I had a client last year who found success on Spoutible by focusing on sponsoring local artists and promoting community events, and we decided to try something similar.
These optimizations led to a significant improvement in the campaign’s overall performance. By the end of the three-month period, the TikTok ROAS had increased to 3.5x, and the overall campaign ROAS was 2.2x. For more on improving campaign performance, see this article on getting marketing results now.
The Bottom Line: Embrace Experimentation
This campaign highlights the importance of experimentation and adaptation when it comes to social media strategies, especially on emerging platforms. What works on one platform may not work on another. It’s crucial to understand the unique culture and dynamics of each platform and tailor your approach accordingly.
We were surprised that Spoutible didn’t perform as well, especially given its local focus. Here’s what nobody tells you: sometimes a platform just isn’t a fit, no matter how much you try. That’s okay. Learn from it and move on. As this Atlanta coffee shop discovered, influencer ROI can vary greatly depending on the platform and target audience.
Ultimately, success on emerging platforms requires a willingness to take risks, embrace authenticity, and prioritize community engagement. By doing so, brands can tap into new audiences and achieve significant marketing gains.
But remember, data alone isn’t the answer. Gut feeling matters. My experience suggests that a blend of both delivers the best results. And don’t underestimate the power of brand storytelling to connect with your audience on a deeper level.
FAQ
What are some key differences between marketing on TikTok and Instagram?
TikTok prioritizes short-form, engaging video content, often favoring authenticity over polished production. Instagram, while also embracing video, still emphasizes high-quality visuals and a more curated aesthetic. TikTok’s algorithm is also more likely to surface content to a wider audience, while Instagram relies more on established follower networks.
How important is influencer marketing on emerging platforms?
Influencer marketing can be highly effective on emerging platforms, but it’s crucial to choose influencers who genuinely align with your brand and resonate with the platform’s audience. Authenticity is key; avoid influencers who simply promote products without genuine interest.
What metrics should I track when marketing on emerging platforms?
Beyond traditional metrics like impressions, clicks, and conversions, pay close attention to engagement metrics such as likes, comments, shares, and saves. These metrics provide valuable insights into how your content is resonating with the audience. Also, track brand mentions and sentiment to gauge overall brand perception.
How often should I post on emerging platforms?
The ideal posting frequency varies depending on the platform and your target audience. Experiment with different posting schedules and track the results to determine what works best for your brand. Generally, it’s better to post consistently with high-quality content than to flood the platform with low-quality posts.
What are the risks of ignoring emerging social media platforms?
Ignoring emerging platforms can lead to missed opportunities to reach new audiences, build brand awareness, and gain a competitive advantage. By the time a platform becomes mainstream, the cost of entry may be significantly higher, and it may be more difficult to stand out from the crowd.
The biggest takeaway? Don’t be afraid to fail. That Spoutible experiment taught us a lot about audience targeting and community engagement, lessons we’ve applied to other campaigns with great success. So, is your brand ready to venture beyond the familiar and embrace the exciting, sometimes unpredictable, world of emerging social media?
