HubSpot: Where are these viral social media platforms now?
From TikTok to Clubhouse to Lasso, it seems like new viral social media platforms are popping up every day. Moreover, many of those that were once in vogue suddenly lost popularity. If you’re a marketer, it can be difficult but necessary to keep up with these trends to build and maintain a strong following.
Over the years, we’ve kept you up to date on which social media platforms you should be interested in. But you might be wondering where are these viral social media platforms now? And which are they still worth investing in? Here’s what you need to know.
Viral social media platforms: where are they?
We first highlighted TikTok as app marketers should watch in 2019. Back then, the app had over 500 million monthly active users. Since then, that number has doubled to over a billion monthly active users.
In 2019, we saw brands like Guess experiment with TikTok by creating their own unique viral video challenges. We predicted that more industries and brands would start to get creative with their marketing tactics and get to grips with TikTok over time.
Yet in 2022, brands are still struggling to find their footing on TikTok. In 2022, InVideo reported that 50% of major brands had no presence on TikTok. This includes billion dollar brands like Google, Ikea and YouTube.
But that doesn’t mean companies count the app — far from it, in fact. Through our own surveys, we found that 65% of social media marketers who leverage TikTok plan to increase their investment in 2022.
Leveraging TikTok influencer marketing
If you’re a marketer looking to leverage the app or increase your investment, influencer marketing is a great way to do that. While many brands are still struggling to integrate into the app, TikTok influencers are popping up every day and enjoying huge success.
An example of this would be Drew Afualo (@drewafualo on TiKTok). The Los Angeles-based content creator rose to fame on TikTok by calling out misogynistic creators and users on the app.
In January, Afualo saw his account grow from 1.5 million subscribers to 4 million in just two months, according to Buzzfeed. As of April 2022, the account has 6.9 million followers.
Since gaining popularity on the app, Afualo has been tapped to promote movies like “The Lost City,” starring Sandra Bullock and Channing Tatum.
@drewafualo#ad Be sure to check out The Lost City 3/25 Sandra Bullock is the baddest time @Paramount Pictures #fyp#xyzbca#girls#men#funny#college#embarrassing#OscarsAtHome#WomenOwnedBusiness ♬ Joy (30 seconds) – Tim Taj
She has also partnered with online fashion retailer Shein to promote her SheinX collection.
@drewafualo Lmk which outfit is your favorite Shop the #SHEINX collection and use my code “DREW” to save 15% sitewide @SHEIN US! #SHEINpartner#fyp#xyzbca#girls#men#funny#college♬ original sound – Drew Afualo
TikTok content creators like Afualo create meaningful connections with their audiences and understand the app in ways that many brands don’t. This makes influencer marketing a great method for brands or businesses looking to market themselves on TikTok.
In our survey, we found that 57% of influencer marketers said influencer marketing was one of the most effective trends they leverage. We also found that 86% of marketers plan to continue investing the same amount or increase their investment in influencer marketing.
I remember when Clubhouse launched in 2020. It was like an exclusive club where you had to know someone who could get you in. And in a way, it was. Clubhouse is an audio chat based application. When launched, users were expected to receive an invitation from another user to join.
In July 2021, app developers removed Clubhouse’s invite-only system, allowing anyone to join the platform.
When we first mentioned Clubhouse in February 2021, the app was only available on iOS devices. However, the following May, it also became available on Android devices.
In our initial reports, we said we weren’t entirely sure if Clubhouse would work for brands and marketers. And, over the past year, Clubhouse’s popularity has started to decline as other platforms, like Twitter through Twitter Spaces, try their hand at audio chats.
Is marketing on Clubhouse useful?
In February 2021, Clubhouse peaked at nearly 10 million monthly downloads. Just two months later, in April 2021, that number dropped to just 900,000 downloads, according to Forbes. But don’t let that deter you from using the audio app. The numbers suggest Clubhouse could experience a resurgence in 2022.
As of December 2021, the app has been downloaded 1.3 million times, and as of early 2022, Clubhouse is ranked number 12 social media on the App Store, according to InfluencerMarketing Hub.
So, is there value in marketing on Clubhouse? It depends on your approach. A huge draw for Clubhouse has been its association with celebrities like Drake, Kevin Hart and Tiffany Haddish. With that in mind, using well-known influencers or industry micro-influencers to promote your brand on Clubhouse could be a worthwhile investment.
Clubhouse can also be a useful platform for hosting discussion groups and creating personal connections with your audience.
However, if you’re having trouble finding an influencer big enough to draw your audience to Clubhouse, or if your audience doesn’t seem to frequent the app, it may be better to invest elsewhere.
Launched in 2020, Twitter Spaces is Twitter’s answer to Clubhouse. It is a feature that allows users to join and host live audio chats on the Twitter application.
We predicted that Twitter Spaces would be a great feature because Twitter is already a dialogue-friendly platform with very little emphasis on visuals.
Although there are no statistics regarding the popularity of Twitter Spaces among users, Twitter itself is an extremely successful application. Twitter announced that its annual revenue in 2021 was $5 billion, a 37% increase in revenue year over year.
In a recent HubSpot survey, we also discovered that only 14% of social media marketers leverage audio chat rooms like Clubhouse and Twitter Spaces, however, 68% of those who say it is the marketing strategy of most effective social media they use.
Knowing the popularity of Twitter and the fact that your competitors are likely to increase their investment in audio chats, Twitter Spaces is definitely a feature to consider in your marketing strategy.
Your brand can use Twitter Spaces to create meaningful engagement with its audience, connect during trending topics and cultural moments, or host large-scale focus groups to get feedback on a product or service.
4. House party
Launched in 2016, Houseparty was a group messaging app that allowed video chats and could host up to eight users at a time. For added fun, attendees can use unique filters, stickers, and other features to keep the party going. Two years after its inception, the app launched a game-chat feature so users could play games with friends.
In 2019, we wrote, “For example, a small makeup company can sponsor a ‘party’ where an influencer can answer beauty questions and show attendees how to use one of their new beauty products. .”
However, Houseparty was shut down in September 2021 after being acquired by Fortnite developer Epic Games. The game developer said, “The team behind Houseparty is working to create new ways to have meaningful and authentic metaverse-wide social interactions across the entire Epic Games family.”
We first listed Lasso as a social media platform marketers should watch in 2019. Launched by Facebook in 2018, Lasso was a short-form video platform meant to compete with TikTok.
We looked into our crystal ball in 2019 and wrote, “While Lasso is just getting started, it could be a promising platform in the future as it is owned by Facebook. This could mean that the app could benefit from the user base, technology resources and funding.”
Unfortunately, Lasso never really tapped into the Gen Z audience that Facebook was trying to reach, and the app was shut down in July 2020. The platform was abandoned when Facebook began testing the feature. like Instagram’s TikTok, Reels.
Trying to promote your brand on an app that isn’t as popular as it used to be can feel like showing up to a party after most everyone has gone home. Fortunately, new platforms are always on the rise, so there will always be new, creative ways to tap into your audience. And you can trust us to share the rest.
Originally posted 25 April 2022 at 07:00:00, updated 25 April 2022
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