DAP

 

In today's digital world, the amount of different social media platforms on offer can be quite overwhelming. Brands often get lost in trying to “do it all” on all the different platforms and can end up not doing a single one of their platforms right. This is a scenario that we want to avoid as digital marketers. What I suggest if you find yourself in this predicament is that you first figure out which ones are the most relevant platforms for you and your brand. This will depend largely on your target audience and their age group, interests, tendencies, where they shop, etc. Once you are able to identify your key platforms, I recommend focusing all of your efforts solely on those and maximizing how you show up on there, how you interact and engage with these audiences most relevant to you, and serve them the most helpful content possible. Now you might say: "But what if I miss out on those other platforms and audiences?" – the key here, and this is what this article is about, is: You don't have to!

In my experience working in the Home improvement industry over the past 13 years, it is always worth engaging with influencers in your niche. A well-built influencer program can start generating millions of estimated media value dollars (the amount of impressions, engagements, clicks, etc. on social media that influencers create for you equal to what you would have to pay an advertising agency to do the same for you – the value of your campaign by paid media standards) for your brand every year. This can be built on any social media platform relevant to your brand once you determine those – this could be on Instagram, Tik Tok, Facebook, Pinterest, Twitter, Linkedin or now Threads as well.

“A Well-Built Influencer Program Can Start Generating Millions Of Estimated Media Value Dollars For Your Brand Every Year."

One platform that creates a lot of buzz but that a lot of brands find challenging is Tik Tok. This is mainly due to one key element of Tik Tok which is staying on top of trending audios and creating content on the spot so you can "surf the wave" of the current audios going viral. A lot of digital teams, yours may be one of them, do not have the bandwidth to take that on.

So, what I suggest you do is search out influencers that are having great success on Tik Tok.

By collaborating with these influencers that are already in your industry and niche, your products will organically start appearing and being shouted out on Tik Tok without your brand necessarily needing to have your own profile and having to try and keep up with content production. Once you establish that strategy, you definitely increase your chances of going viral on Tik Tok.  While this example is Tik Tok based, depending on your niche and situation, this strategy could be applied to any other social channel that you feel might be a little bit out of your comfort zone.

I hope this gives you some ideas and insights on how your brand may also be able to spread its wings and show up on more social media platforms, organically, using influencers that are right for your brand, without your team having to manage another social media account.