We are already just over halfway through the year, and it’s fair to say that quite a lot has gone on so far. But as we head into the fourth quarter of 2020, there’s one thing that all social media marketers should be thinking about: new apps.
That’s right; it’s all about new social media apps that help build audiences. Sure, Facebook, Twitter, and Instagram are important platforms for building and interacting with audiences. But it doesn’t hurt to look at options alongside those and potentially get ahead of trends.
While not all the social media apps on our list were built in 2020, they hold relevance – whether 2020 is the year their user base grew or something specific happened to put it back in the limelight. Read on and find out which new social media apps made our list.
The obvious one: TikTok
We won’t pretend that we’ve just discovered TikTok. But if your brand doesn’t have a social media marketing plan that incorporates the latest social media craze, then you might need to rethink your strategy.
During the lockdown, TikTok grew exponentially and gained loads of new fans. It’s a big hit with Generation Z and has more than 800 million users worldwide. Brands have only recently started embracing TikTok, using it as a platform to show off a lighter side of their personality.
Take the NBA, for example. Top-level sport is all about high-intensity match-ups with elite performers going toe to toe. The stakes are high, but every now and then, it’s good to have a little fun. And the NBA recognizes this with its TikTok account, which it uses as a platform to show the brand’s lighthearted side.
@nba@itsmatisse is #keepingbusy the best way he knows how! 😂🏀 #hoopsathome♬ original sound – nba
The organic one: Vero
Offering an alternative to Facebook and Instagram, Vero is a photo-sharing app built on a model that doesn’t have any ads or algorithms. That means it’s entirely organic, which appeals to a significant number of social media users who are getting bored of suggested posts on their timeline.
Even though the app launched in 2015, it’s only now (amongst the growing privacy concerns on social media apps) that Vero is enjoying plenty of exposure. It uses a subscription model, which may put off some. However, there are benefits, with subscribers potentially acting as high-level leads.
Brands on Vero can feel confident that they’re building a more defined audience, one that has already shown a willingness to spend money for the right quality of service. With 500,000 users joining the platform in just 25 hours in 2018, Vero is using 2020 to make a mark in the world of social media.
The less intrusive one: Telegram
Slowly but steadily, Telegram continues to gain traction. The strong security measures in places make it an attractive option for those concerned about privacy matters. Users on Telegram enjoy encrypted and self-destructive messages, as well as a completely free service without ads.
Brands are using it as a place to broadcast to their audiences, and companies like Bloomberg are channeling Telegram’s 200-million-plus users to provide news and features. Businesses can also create chatbots in Telegram and use them to market to followers.
The TV-like one: Caffeine
Created by ex-Apple employees, Caffeine encourages you to broadcast live for friends and followers. Brands can get in on the act, too, using it as a place to broadcast to their audiences without any of the noise that comes with Instagram and Facebook broadcasts.
The ability to stream games from your TV or computer will also appeal to influencers in the gaming industry, who can use Caffeine as another platform to build their audience. This is an app that holds huge appeal with Gen Z and provides brands with the chance to be early adopters on the platform.
The sociable one: Houseparty
TikTok wasn’t the only social media platform to grow in the height of Covid-19; Houseparty found a new audience and increased by 70 times the usual downloaded amount during the lockdown. The group-video messaging chat can host up to eight users at a time, and it’s become a fun alternative to the likes of Skype and even FaceTime.
Brands can tap into Houseparty’s potential by sponsoring influencers to host Q&A sessions in more intimate settings with just a handful of fans. They can also offer their own videos, providing content for their followers that informs and adds value.
The outsider: Tumblr
Ok, so Tumblr is anything but new. Yet, in 2020, it continues to evolve into a vibrant platform. A place for blog articles and memes, Tumblr’s audiences are hyper-focused and therefore dedicated to the accounts they follow.
A new owner purchased the platform in 2019, injecting fresh life into an app that is often regarded as the last bastion of friendly social internet. If you’re a brand looking to do something a little different in 2020, Tumblr could provide the perfect platform.
Its obvious use is blog posts, creating interesting articles, and building a local community of Tumblr followers. At its best, Tumblr is a tribal social media platform. Getting traction on there could prove to be a masterstroke in your social media marketing plan.
2020 and beyond
If you’re wondering about some of the new social media apps that are gaining steam in 2020, now you should have a good grasp of what is worth trying. We don’t know what 2021 holds in the world of apps just yet, but the entries on our list provide brands with the opportunity to grow an audience away from some of the largest, more broad platforms.