By Cassy van Eeden
Last week, we discussed the benefits of using ‘alternative’
social media platforms for marketing, including LinkedIn, Pinterest and WeChat. This week, Media Update delves even deeper into the world of alternative
social media marketing platforms and how they can benefit brands.
Instagram
The rich-media centric social media platform, Instagram, is becoming a firm favourite
amongst South African marketers. Jacqui Mackway-Wilson, digital marketing
consultant at Go Social SA, professes to be Instagram’s
biggest fan. “Do I sound like I’m gushing?” she asked when she spoke to Media Update about the endless benefits
of marketing on Instagram.
“Besides being an attractive visual story-telling platform,
the benefits of Instagram also include
being able to tag users, [it has] great searchability and measurability using
hashtags [and there is] no advertising in the form of sponsored content,” says
Mackway-Wilson.
Meanwhile, CEO of Digitlab, Mike Saunders, says he regularly
advises clients to make use of Instagram
as it allows for rich-med content that can circulate through other social media
channels once posted on Instagram.
Mackway-Wilson adds: “The followers of influential
Instagramers will often flock to purchase clothing or gear that’s promoted by
the visuals in their feed.”
Google+
Many brands consider Google’s
own social media network, Google+,
as an irrelevant platform. However, tapping into this portal has endless
opportunities for businesses, says Mark Atkinson, co-owner of Red Giant Design Studio.
Talking about the effectiveness of the platform, he says, “I
believe it has a direct impact on the success of a business’s or person’s
website.” He elaborates that: “By linking your Google+ profile to your website, you are able to manipulate the way
your website looks when it shows up in search results.”
He adds that the better your website’s search result looks,
the more likely it becomes for people to click on your link. Google bases your website’s authority on
the number of clicks on your search result. “The more relevant and authoritative
your website appears, the higher your rank,” he adds.
Periscope and Meerkat
Twitter’s
newly-launched Periscope as well as
the Meerkat app, which both allow
users to post live video feed into their Twitter
stream – also have huge potential in the social media marketing industry.
Fred Roed, CEO of World Wide Creative, explains that Periscope and Meerkat allow consumers to broadcast media in a new way that is
both accessible, cost-effective and interactive. “[Your] competitors are likely
not using it, it’s effortless and allows you to rise above the noise of the
more ‘traditional’ social channels,” he adds.
Mackway-Wilson notes, however, that: “I can envision a
great deal of possibility for [Meerkat
and Periscope], but they seem to be
taking time to gain traction here in South Africa.”
Are there any other unconventional social media marketing
platforms that you use? How have they benefitted your brand/client? Let us know
in the comments below.