As marketers look to increase audience reach and stay away from the whims of any singular platform, private social media networks offer another avenue.
The audience is already there. Interest in private social media exploded during the pandemic and has continued to grow over the past couple of years, according to a new report from Trust Insights,
Some of the more popular private social media platforms include Discord (used by 9.2% of Americans at least once a week or more), Signal (8.2%), Telegram (8%), Slack (6%), and Twitch (6%).
One key feature of private social media platforms? No ads. But that doesn’t mean marketers should ignore them.
Social listening. As marketers, you should know what people are saying about your brand.
“Consumers will be having conversations with or without you,” said Christopher Penn, co-founder and chief data scientist at Trust Insights. “You want to know about it.”
And as social media continues to fragment, it will become much harder for marketers to reach audiences in one place. Private social media guarantees “reliable reach,” said Penn, meaning you know that when a message is put in front of your audience, they will see it.
No better time: As people flee from Twitter, Penn predicts they will move into spaces and communities that make them feel safe and appreciated.
“People want to spend more time talking to people that are like them,” said Penn. “Private social media is a natural extension of that.”
Let’s talk strategy: Penn shared a few pieces of advice for marketers looking to explore private social media.
What private social networks offer:
This was originally featured in the eMarketer Daily newsletter. For more retail insights, statistics, and trends, subscribe here.
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