Riding the Wave of Innovation: Successful Marketing Campaigns on New Social Platforms
The social media landscape is continuously evolving, presenting new platforms that offer unique opportunities for brands to connect with their audiences. Staying ahead of these digital trends is crucial for effective marketing, especially in Australia where social media usage is significantly high.
Emerging Social Platforms Overview: Emerging social platforms, like TikTok and newer functionalities on established platforms such as Instagram and Facebook, are changing the way brands interact with their audience in Australia. These platforms are characterised by their innovative features, appealing particularly to younger demographics and offering novel ways for brands to engage through visual and interactive content.
Case Study 1: Higher Education Sector:
Nottingham Trent University (NTU) on TikTok: NTU leveraged TikTok to showcase city life, a significant draw for student audiences. Their content highlighted local music venues, art galleries, and independent shops, effectively using TikTok's visual and dynamic format to engage prospective students.
University of Cambridge: Cambridge University presented their research projects in an engaging series of TikTok videos. This approach made complex subjects accessible and entertaining, catering to the platform's younger audience.
Keele University: Keele University's unique approach and tone on Twitter, showcasing their campus life and achievements, resonated well with their audience, particularly leveraging Twitter's textual and conversational nature.
Case Study 2: Startup Sector:
Zero Co: This Australian startup launched a bold campaign on Instagram under the hashtag #OnlyOneEarth, focused on reducing single-use plastic. Their Instagram feed featured bright, enticing visuals and impactful messages, effectively utilising the platform's visual strengths to promote sustainability.
The Oodie: This Australian startup gained global attention with their Facebook campaign for their Nickelodeon range. They used bright colours and 90s nostalgia to target Millennial customers, demonstrating a keen understanding of Facebook's demographic and content preferences.
Case Study 3: FMCG Sector:
Aesop: The Aesop Queer Library campaign on Instagram highlighted a collection of works from LGBTI+ creators. With captivating artwork and bold design, Aesop effectively used Instagram to celebrate diversity and inclusivity.
Boody: This Sydney-based brand ran a Plastic Free July challenge on Facebook, promoting sustainability and engaging their community in environmental conservation efforts.
CheekyGlo: On Instagram, CheekyGlo showcased inclusive marketing by featuring diverse models and providing useful information alongside their product promotion. Their content strategy effectively utilised Instagram's visual and community-building capabilities.
Key Takeaways and Strategies:
Leverage Platform-Specific Features: Each platform has unique features that can be creatively used for effective engagement.
Visual Storytelling: Platforms like Instagram and TikTok are ideal for visually-driven storytelling.
Community Engagement: Engaging with the community and promoting inclusivity can elevate brand presence.
Future Outlook:
The future of social media marketing lies in adaptability and experimentation. As new platforms emerge and existing ones evolve, brands must stay agile and innovative to remain relevant and effective.
We invite you to share your experiences or thoughts on marketing in emerging social media spaces. Let's learn and grow together in this ever-changing digital landscape.
