In the vast landscape of social media, a paradigm shift is underway as users increasingly seek alternatives to traditional platforms. Key concerns like privacy, fake news, intrusive ads, and opaque algorithms have fueled this exodus from once-dominant players like Meta, Google, and X. As users become more discerning, a multiverse of alternative platforms emerges, offering unique features and addressing the shortcomings of established giants.
With that being said, a lot of brands, both big and small, are also exploring the possibility of moving into new platforms to boost their presence. Interestingly, even the established social media giants have also seen the growing demographic shift with billionaire Elon Musk choosing to rebrand the popular microblogging site Twitter while Mark Zuckerberg choosing to unveil Threads to counter the aforementioned platform. Both have flubbed their controversial moves big time.
On the other side of the spectrum, new alternative platforms have emerged to effectively outplay these established social media oligopolies with their own game. Meta remains on top with Facebook, Instagram, and WhatsApp but they are facing a whole host of similar platforms and other up-and-coming innovative apps, like Mastodon, Diaspora, Pixelfed, Peertube, and others, in the decentralized world of the ‘Fediverse.’ Nearly all Fediverse platforms are free and open-source, out from the prying eyes of big tech.
More users have become more open to the idea of shifting to alternative platforms, whether it's avoiding censorship laws in the countries where they live or moving away from platforms that are profiting from their personal data and online activities.
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Brands seeking a fresh approach to social engagement should explore emerging alternatives. Platforms like Minds, MeWe, and Clubhouse are gaining traction, each offering a unique user experience and innovative features. Brands can leverage these platforms by adopting a more community-centric approach, emphasizing genuine interactions over algorithm-driven visibility. However, it might also be costly and time-consuming for small businesses and startups to put their efforts outside the established platforms.
They should weigh the risks and rewards of new and unproven platforms, especially when many new players in the digital ecosystem fail. On the other hand, the shift towards alternative platforms presents brands with an opportunity to connect authentically with their audience. By understanding the distinct features of each platform, brands can tailor their content and engagement strategies. For instance, platforms like Clubhouse prioritize audio interactions, fostering real-time conversations and connections.
What are the key features of these alternative platforms?
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In other countries, some people have not even used the same platforms that we’re used to. Many of them have lived in an entirely different digital ecosystem - that’s the case in China. While others offer a more popular alternative that is completely unknown to the rest of the world, it can be more popular in that country. If you’re a brand looking to localize in new countries, you have to consider leveraging the most popular platforms there.
Leveraging popular platforms in China, such as Weibo, Douyin, and QQ, requires a nuanced approach tailored to the unique characteristics of each platform. Here's a guide on how brands can effectively utilize these platforms:
On the top of the list is Weibo, the country's most popular microblogging and multimedia content platform. This is a highly visual platform, so brands have to utilize eye-catching images, videos, and GIFs to capture user attention. Try to team up with key opinion leaders or influencers to extend your reach.
You may be familiar with ByteDance’s controversially-popular platform but they have a local version of TikTok called Douyin. In fact, it is one and the same. Brands who have leveraged the latter successfully will not have problems using it but bear in mind that you’re now subject to strict censorship. Many brands often create hashtag challenges to encourage user-generated content and partner with popular Douyin influencers to reach their legion of followers through live streaming.
Another unique China-only platform is QQ which allows brands to engage with users through groups related to their industry or niche. Keep users informed by sharing multimedia content, articles, and updates. As a multifunctional platform, QQ offers other messaging, gaming, and social networking services.
Since these three platforms work well in the Chinese ecosystem, brands can integrate them with a more unified brand messaging strategy. Do some cross-promotional campaigns between platforms to maximize visibility and reach. As far as localization is concerned, brands should be aware of cultural sensitivities and adapt content accordingly. Consider aligning marketing efforts with Chinese festivals and events to resonate with local audiences, especially in big e-commerce events like Singles Day or Double 11. More importantly, ensure that your content is well-translated and culturally appropriate.
Just like China, Russia has its own social media ecosystem that is independent of Western tech companies. With the recent geopolitical conflict between Russia and the West, many social media platforms are forced to choose a side with the likes of Facebook and YouTube being targeted as “Western agents.” A lot of Russian influencers, who heavily used these platforms, have been forced to abandon their platforms. On the flip side, the state has been weaponizing Western social media platforms against the US and its allies in an intricate disinformation and propaganda campaign to undermine government institutions and elections.
As a brand looking to expand, not just in Russia but other former Soviet countries, it should focus on the following:
VKontakte, VK for short, is the Russian equivalent of Facebook. Brands can create content and communities based on their industry and niche. Explore advertising options by targeting specific demographics. Another platform Odnoklassniki, or OK for short, also works the same way but is usually preferred by an older demographic.
Telegram is the messaging platform that is popular in the region. Brands can utilize this platform by creating channels to share updates, news, and exclusive content. Custom bots can be developed for interactive experience and customer support. Many brands organize contests and giveaways to boost engagement.
If you’re looking for something online in Russia, you may want to have your website optimized on Yandex - their version of Google. When it comes to localizing brand content, it is important to consider linguistic and cultural nuances. Team up with influencers from those platforms to expand your reach and presence.
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In the most technologically advanced societies in the world, Japanese and South Koreans actively use mainstream Western social media platforms but they also love their homegrown platforms.
In Japan, LINE is the most popular social media with over 95 million Japanese using this messaging platform at any given time. It's a super app that goes beyond communications and video chats. It also features news, payment, games, video streaming, digital manga comics, shopping, and business profiles. No wonder they really fall in line with it (pun intended)!
On the other hand, South Korea has developed social media platforms suited to their own tastes with the likes of Kakao (Talk, Story, Map), Naver, Daum Cafe, Band, etc. No wonder they have the highest Internet penetration rates in the world with 98% of the population having access to 4G and 5G speeds. It is interesting to note that Google falls second place to Naver when it comes to searching the Internet in South Korea with over 70% of the market share! So much so that it has become an essential tool among tech-savvy Koreans as its search algorithms are built around Hangul. Oddly enough, any downtown or disruption of service from these popular platforms could literally stop the entire country.
Brands who want to succeed in either Japan or South Korea should optimize their website and content for their homegrown platforms.
It’s important to understand that other social media have a much wider reach and influence than the mainstream platforms that we’re used to. Brands need to leverage these platforms if they want to grow in a specific market demographic.
Utilizing alternative platforms allows brands to tap into new and diverse audiences globally, beyond the mainstream platforms. These homegrown platforms cater to specific cultural nuances and preferences, helping brands connect with local audiences in a more authentic and relevant manner.
Some alternative platforms may have less competition, providing brands with an opportunity to stand out in less saturated markets. More importantly, advertising costs may be lower on these platforms compared to popular global ones, allowing brands to achieve cost-efficient marketing campaigns.
Homegrown platforms are often better attuned to local cultural trends, enabling brands to create content that resonates with the target audience. Working with local platforms helps in navigating complex regulatory environments, as these platforms are usually well-versed in adhering to local laws.
Smaller platforms may be more agile and open to experimenting with new features, providing brands with opportunities for creative and innovative marketing strategies. Being present on emerging platforms allows brands to establish a presence before they become mainstream, gaining an early adopter advantage.
Users on different platforms may have distinct preferences in terms of content consumption and interaction. Adapting to these preferences can enhance user engagement. Some platforms may support specific content formats or features that are unique to that region, and adapting to these variations can make content more appealing.
Brands could collaborate with influencers or businesses, popular on specific platforms, by building trust in that platform-specific audience and enhancing the brand's credibility. Using the local language and communication style on these platforms fosters a deeper connection with the audience.
Relying solely on mainstream platforms poses risks, such as changes in algorithms or policies. Diversifying across alternative platforms minimizes these risks. Some regions may have unique challenges or preferences that can be better addressed through platforms specifically designed for that market.
Now that you understand the pros and cons of adopting new social media platforms, the question is - should you adopt them?
Well, it all depends on what your brand needs and preferences. More importantly, the capacity to integrate new platforms into existing digital marketing strategies. Bear in mind that it takes a lot of time and effort to fully immerse yourself in platforms that may work differently and understand certain cultural and linguistic nuances. Sometimes you end up biting more than you can chew.
So think about it.
If you need assistance to get things right, Swarna is here to help. We have a talented team of creatives who will be able to help you make that giant leap forward.
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Reach out to our team and we'll help you get things started.
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