There are constant changes to the social media landscape, with rollouts of new features, algorithm shifts and even new, niche platforms that are going to be “the next big thing” — Lemon8 or Clubhouse, anyone? Often these changes have limited impact to B2B social media strategy, but this summer there has been a tidal wave of change in the social media world from Instagram and Twitter.
We will start with Threads. Threads was rolled out by Instagram in June 2023, and it is a new app for sharing text updates and joining public conversations. Essentially, it is direct competition for Twitter. This is notable because Twitter has been struggling to maintain users following Elon Musk’s acquisition of the platform in October 2022. In 2022, we saw Twitter metrics begin to decline for our B2B clients even before this acquisition as users had taken a break from or moved away from the platform.
Threads is important because it is a platform that operates like Twitter, so it is familiar for users. Additionally, with its strong connection to Instagram, Threads makes it easy for brands to set up accounts and cross-promote content. There was a huge surge of Threads sign-ups — 30 million sign-ups in 24 hours! — following the platform’s launch on July 5th, so now it is somewhat of a waiting game to see if those users stay engaged and how they use the platform. It will also be interesting to see if Threads opens its app up to new users. Currently, only Instagram users can sign up for Threads, so it is only a viable option for B2B brands that have an Instagram profile.
Three weeks following the rollout of Threads, Twitter then announced a rebrand to X. What does this rebrand mean? As of right now, we’re unsure of the long-term plan of X and how it could evolve, especially with Threads in the mix as a direct competitor. Currently, the only change to the platform has been the rebrand — the functionality of the platform and publication of content is the same.
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