Social media moves fast—blink, and there’s a new platform everyone’s talking about. As a business owner or marketer, you might feel the pressure to jump on the latest trend before your competitors do. But is every new social media platform worth your time and investment? Let’s break it down.
Why Emerging Platforms Matter
New platforms offer fresh opportunities to engage with audiences in ways that established giants like Facebook and Instagram may not. They often introduce innovative features, attract niche communities, and provide lower competition for organic reach. But not every platform will be the next TikTok. Some fade into obscurity before they gain real traction.
So how do you decide whether your business should jump in or sit it out?
Key Factors to Consider Before Joining a New Platform
- Audience Alignment
Does your ideal customer use this platform? If the users don’t match your target demographic, your efforts might be wasted. Research the platform’s core audience before making a move. - Platform Longevity and Growth Potential
Some platforms explode overnight but fizzle out just as fast. Remember Clubhouse? It had its moment, but its user base dwindled when competitors integrated similar features. Evaluate whether the platform has staying power before investing too much time and money. - Content Fit
Every platform has its own content style. If your business thrives on long-form storytelling, a short-video platform might not be the best match. Consider whether your brand can create engaging content that suits the platform’s format. - Resource Availability
Managing another social media account requires time, creativity, and possibly ad spend. Can your team handle it, or will it stretch your resources too thin? - Competitive Advantage
Being an early adopter can give you an edge. If your competitors aren’t there yet, you might establish yourself as an industry leader before the space gets crowded.
Current Emerging Platforms to Watch
While trends shift constantly, here are some platforms gaining traction:
✅ Threads – Meta’s Twitter alternative, great for real-time engagement.
✅ Bluesky – A decentralized social network focused on privacy and control.
✅ Lemon8 – A mix of Instagram and Pinterest, ideal for lifestyle brands.
✅ BeReal – Prioritizing authenticity over curated content.
✅ Mastodon – An open-source alternative to mainstream social platforms.
Each of these platforms caters to specific types of users, so jumping in without a strategy could mean wasted effort.
How to Test a New Platform Without Going All In
Not sure if an emerging platform is right for you? Here’s how to dip your toes in before fully committing:
- Create a Personal Account First – Explore the platform as a user before launching a business profile.
- Engage and Listen – Follow relevant conversations and analyze how users interact.
- Post Test Content – Share a few pieces of content and track engagement.
- Evaluate Performance – If you’re seeing traction, consider scaling up. If not, move on.
When to Skip a New Platform
Not every platform deserves your attention. Here are some red flags:
❌ Small or stagnant user base.
❌ No clear differentiation from existing platforms.
❌ Content style that doesn’t fit your brand.
❌ Too many technical or security concerns.
❌ Your audience simply isn’t there.
The Wrap
Jumping onto an emerging platform can be exciting, but it should always be a strategic decision. Before diving in, ensure it aligns with your audience, resources, and marketing goals. Instead of spreading yourself too thin, focus on where you can make the biggest impact.
RBOA is a digital marketing agency with a 40-year legacy of creativity, smart strategy, and fresh thinking that delivers award-winning communications and successful results. We provide clients with a unique, omnichannel blend of advertising, social media, digital marketing, and web design services.
If you are interested in learning more about digital marketing for your organization, we hope you will reach out to RBOA to schedule an exploratory call.
5 FAQs
- How do I know if my audience is on a new platform?
Check the platform’s user demographics and compare them to your target audience. You can also ask your existing customers where they spend time online. - What if I try a new platform and it doesn’t work?
That’s okay! Treat it as a learning experience. If it’s not gaining traction, redirect your energy to platforms that drive results. - Are paid ads worth it on new platforms?
Possibly! Early-stage platforms often offer lower ad costs and better organic reach. Test with a small budget before going all in. - Should I claim my business name on new platforms even if I don’t use them?
Yes! Securing your business handle early prevents others from taking it and gives you the option to use it later. - How many social media platforms should my business be on?
It’s better to excel on a few key platforms than to struggle on too many. Focus on where your audience is most engaged.