Forecast of the Future: Financial Marketers to Master Emerging Platforms

In marketing, meeting your audience where they are holds significant power. Social media marketing provides a unique opportunity to engage directly with clients in a customizable, trackable, and scalable manner. However, merely being present on major platforms like Facebook, Amazon, and X isn't sufficient. During the pandemic, we saw the rise of Clubhouse, and as Twitter transformed into X, new competitors like Threads and Mastodon emerged, vying for the ad spend migrating from established platforms. These examples highlight how new platforms entering the social ecosystem present marketers with potential new audiences and customers. In 2024 and beyond, standing out requires being where your audience is, especially where they least expect you to be.

The Rise of Emerging Social Platforms

Emerging social platforms, such as TikTok, Clubhouse, and Discord, have experienced explosive growth in recent years, capturing the attention of millions of users worldwide. Unlike traditional social media networks, these platforms prioritize niche communities, real-time interactions, and authentic engagement, creating fertile ground for innovative marketing strategies.

Embracing Video Content for Maximum Impact

The poster child for innovative and engaging video content in recent years has been TikTok. While YouTube Shorts and Instagram Reels have created their own versions of the short-form video popularized by TikTok, no one manages it quite like they do.

By serving audiences highly curated videos, TikTok has allowed brands and individuals to build loyal communities in short time frames. Platforms like TikTok offer financial marketers the chance to create short-form, engaging videos that resonate with their audience. Additionally, it could potentially make it easier for a wider variety of customers to engage with the brand. By leveraging the platform's unique ability to inspire novel challenges, churn out viral trends, and engage communities, marketers can create compelling video content that educates, entertains, and inspires viewers.

Audio Platforms for Thought Leadership

Podcasts have become a popular medium for consuming content on the go, and social platforms are embracing this trend with innovative audio features. Clubhouse is one of the most popular of these apps and introduced audio-only experiences, which competitors have adapted in the form of Twitter Spaces, Instagram Live Rooms, and Facebook Audio Rooms. This trend has grown into an ideal platform for industry leaders to showcase thought leadership and expertise in real-time conversations with their peers.

By hosting live discussions on Clubhouse or other emerging social platforms, financial marketers can engage with their audience in real-time, answer questions, and share valuable insights. Additionally, by collaborating with industry influencers or experts, marketers can amplify their reach and credibility, positioning their brand as a trusted authority in the financial space.

Partnering with Influencers for Authentic Advocacy

On any social platform, influencers are invaluable partners to have, and emerging social platforms present new opportunities for authentic advocacy and engagement. Brands can identify influencers who align with their brand values and target audience demographics, collaborating on sponsored content, live streams, or interactive events.

By leveraging influencers' existing networks and credibility, financial marketers can reach new audiences and foster genuine connections with consumers.

Hosting Interactive Events for Community Building

Events have long been a cornerstone of marketing strategy, and emerging social platforms offer exciting opportunities for virtual community building and engagement. Discord, for example, provides a platform for hosting interactive events, such as live Q&A sessions, virtual workshops, and networking opportunities.

By creating dedicated communities or channels on Discord or other emerging social platforms, marketers can foster a sense of belonging and connection among their audience. From hosting exclusive events for loyal customers to organizing virtual meetups for like-minded individuals, interactive events on emerging social platforms can strengthen brand loyalty and drive long-term engagement.

Emerging social platforms represent a dynamic and evolving landscape for marketers to connect with their audience in innovative ways. By embracing the platforms that spur conversations and sales conversions, brands will be able to build community and position themselves for success.

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