Exploring New Social Media Platforms for Marketing in Australia
The landscape of social media in Australia is continuously evolving, offering fresh opportunities for marketers. Adapting to new platforms is crucial for staying competitive and reaching audiences where they are most engaged.
Emerging Social Media Platforms:
New social media platforms are constantly emerging, each with unique features and user demographics. For Australian marketers, understanding these platforms can open doors to untapped audiences. Platforms like TikTok, Clubhouse, and Vero are gaining traction, offering different ways to connect with users.
Strategies for Effective Engagement:
Engaging audiences on these new platforms requires tailored strategies. Marketers should focus on creating content that resonates with the unique communities and formats of each platform. For example, TikTok thrives on creative, short-form video content, while Clubhouse offers opportunities for live audio conversations.
Case Studies:
Australian brands are making impressive strides in harnessing the power of new social media platforms for innovative marketing campaigns. Here, we explore some notable examples:
Optus Sports and Twitter: Digital Fan Engagement
Optus Sports' ‘Kicking Goals with Euro 2020’ campaign is a standout example of digital fan engagement. By providing daily personalised updates, highlights, and analysis through Twitter, Optus successfully created an immersive fan experience. This approach not only garnered 44.7% more impressions but also increased their followers significantly, demonstrating the power of engaging content and platform-specific strategies.
Foxtel and Twitter: Personalised Brand Experiences
Foxtel’s innovative use of Twitter for launching Succession Season 3 highlights the effectiveness of personalised brand experiences. Utilising Branded Notifications and tune-in reminders, each tailored to daily Twitter Trends, Foxtel managed to enhance user engagement. This campaign underscores the importance of personalisation in social media marketing.
Alienware's Interactive Campaign on Twitter
Alienware leveraged Twitter for the ‘Alienware Armchair Experts Invitational’, aligning with the AFL season. By engaging AFL fans with custom video solutions and interactive content, they reached new online communities, boosting their followers by 14.2%. This campaign illustrates the effectiveness of interactive and targeted content in expanding brand reach.
Athlete's Foot on TikTok: Engaging with Sequential Storytelling
Athlete's Foot's innovative campaign on TikTok used the platform's For You Page as a running track. This sequential storytelling approach was a first in Australia, leading to 2.6 million impressions in one day. This showcases how creative use of platform features can drive significant engagement.
Mecca's Shoppable Livestream on TikTok
Mecca's collaboration with Charlotte Tilbury for a shoppable livestream campaign on TikTok exemplifies the use of gamified effects to drive user participation. This campaign highlights the potential of live and interactive content in enhancing brand awareness and engagement.
Telstra's Content Strategy on TikTok
Telstra's approach on TikTok, aimed at the millennial audience, demonstrates the power of translating complex messages into engaging content. By embracing the platform's unique style, Telstra built stronger brand affinity with its audience.
Macca’s 50th Anniversary Campaign on TikTok
Macca’s leveraged TikTok for its 50th-anniversary campaign, inviting creators to reimagine its jingle. This campaign not only achieved over 41 million impressions but also generated a wealth of user-generated content, underscoring the platform's reach and engagement capabilities.
Small Businesses on TikTok: Goldelucks and More
Goldelucks, a Melbourne bread shop, exemplifies how small businesses can thrive on TikTok. By creating engaging content like cake explosion box videos, they've not only sold out treats nationally but also built an international fanbase. Other small businesses like Bondi Blades and Shelbysherrittart have similarly leveraged TikTok to significantly boost sales and followers, showing the platform's effectiveness in building brand presence and driving sales.
These case studies demonstrate that Australian brands, big and small, are effectively using new social media platforms to create innovative and engaging marketing campaigns. The key takeaway for marketing professionals is to understand the unique features and audience of each platform and craft strategies that leverage these aspects for maximum engagement and growth.
Integrating New Platforms into Your Strategy:
It's important to integrate these new platforms seamlessly into your existing marketing strategy. This involves understanding how they can complement your current efforts and finding the right balance between new and traditional platforms.
Metrics and Analytics:
Measuring success on new platforms can be challenging but is essential. Marketers should focus on engagement metrics, growth rates, and conversion data to gauge the effectiveness of their strategies.
Conclusion:
Australian marketing professionals must continually explore and adapt to new social media trends. Continuous learning and experimentation are key in the fast-paced world of digital marketing.
