Do I need to get on X, Threads, TikTok, or (you-name-it new social media channel)?
Today I want to tackle a social media question, hopefully one that helps you in your own marketing & social media strategy that I've gotten from my own clients and colleagues:
Do I need to get on X (formerly Twitter), Threads, TikTok, or (you-name-it social media platform)?
I think the “question behind the question” here could be something like:
Whatever the newest/trendiest social media is, do I need to get on it?
Do I need to be doing TikTok or Instagram reel trends in order to grow + engage on social media?
My short answer: Not necessarily… and I'll explain. But to these questions, I typically answer with some questions:
If you join a new social media, are you willing to be consistent and approach it with a unique strategy?
Do you believe you have a new or untapped audience on that particular social media?
Is there a unique opportunity on this particular social media that aligns well with your goals/audience/expertise?
If the answer to any of these is YES, then I think it's worthwhile to join that particular social media. For example, if you are a fiction author whose primary social media accounts have historically been Facebook & Instagram, but #BookTok on TikTok continues to help connect fiction authors with new, younger audiences, it could be worth it to join, learn and engage in TikTok if you are willing to put in the time to learn about that channel, commit to posting regularly, and engage with a new audience.
If you're leaning towards NO on those questions, I usually recommend to my clients to continue doing what works for you. If you are comfortable with your current platforms, have a strategy, and are engaging with your audience there, that's what matters. And just because a channel or trend is new doesn't mean it's the right fit for you, your business, or your platform.
When new social media channels pop up, for example when Meta/Instagram introduced Threads last year, sometimes it does pay off to be an ‘early adapter.’
But most of the time, I recommend waiting it out a little bit. Talk to friends who use that channel. Learn, observe, watch.
You'll likely glean something that can help you make an informed, strategic decision about whether you want to jump in to a new platform. And that will give that new platform time to fix any glitches or problems which often arise when a channel like that is new!
It boils down to this: when a new trend or social media channel pops up, don't feel the pressure to automatically jump in. Just because it's new or trendy doesn't mean it's going to be strategic for you. Take time, consider the pros/cons, and move forward only when you have a strategy and plan in place.
I'd love to hear from you: what is your favorite + preferred social media platform? comment below and let me know!
P.S. Need help with your social media? I'd love to help you, whether you need help posting, knowing what to post, and engaging your audience with your content and posts. Fill out the form below and let’s talk!
