Brands need to determine the true value of social media
A new and exciting platform doesn’t necessarily translate to a wider and more diverse customer base, writes BigCommerce director of product management Jordan Sim.
Over the past 12 months, online activity has surged. Driven by COVID-fuelled necessity, more people than ever before rely on online services for work, socialisation and shopping, and platforms that had been relatively unexplored by brands, like Snapchat and TikTok, have exploded in popularity.
With Australians spending almost two hours on social platforms every day, it seems common sense that a social presence of some kind is required. Many brands have jumped on the bandwagon in an attempt to capitalise on an enormous, engaged user bases. However, just because it’s new and shiny, doesn’t mean it will be the right move.
What does your audience look like?
It sounds simple, but brands must consider who their customers are and what channels are actually relevant. The demographic of audiences on each social platform varies significantly: Snapchat and TikTok tend to appeal to audiences under 25, so if a brand has an older demographic of customers it likely isn’t the best move to invest.
