Integrating Niche Social Media Platforms into your Campaign

Numerous brands, whether company or personal are very familiar and comfortable communicating with potential fans through some of the more established social media platforms; such as facebook, Twitter, LinkedIn, and Pinterest.  These established platforms should certainly receive plenty of attention when launching a social media marketing campaign, but user engagement can receive a boost through the incorporation of newer niche platforms like Instagram and Vine. 

             

How Vine & Instagram used to compare

          These platforms can be used by themselves to provide users with more avenues for reaching campaign content, or they can be integrated into more established platforms for even greater user engagement.  As a brief background, Instagram is owned by facebook, and until last week, it acted as a platform that only allowed users to post photos.  In a bid to curb Vine’s (growing) influence, Instagram has now added a video feature that allows users post 15 second videos. 

I know it's difficult, but remember to use Instagram, even though a video from Bieber was the first one on the platform to exceed one million views (SMH)

              

           Vine is a social media platform that allows users to post 6 second videos.  It was founded about two years after Instagram, and was subsequently purchases by Twitter.  While Instagram decided to one up Vine’s video feature, it is still an interactive platform worth integrating into your social media campaign. 

              

Marketing tips for Vine users

             Instagram and Vine can be utilized in myriad ways by companies and celebrities alike.  In the few days the Instagram video feature has been available, Jimmy Fallon issued a contest challenging users to tag him in 15 second long funny videos.  Contests, whether video and picture based ones on Instagram, or video based ones on Vine, are great ways to increase user engagement. 

Wiz Khalifa delivering some raps to fans on Instagram

Users enjoy the opportunity to win prizes using their creativity, and contests also make them cognizant of the brand issuing the challenge.   Contests are only one example of the possibilities these platforms offer, as brands can also reach out to users by posting videos and photos their target audience would enjoy, such as behind the scene looks, or even videos featuring various products.  Wiz Kahlifa recently showed that these platforms are not just for company brands when he released videos of himself rapping on Instagram.  Actor Simon Rex who has not been in many films lately has even found fame on Vine through the release of comedy clips that have led to him gaining nearly 650,000 fans. 

One of Simon Rex' more tame Vine Videos

In order to maximize the effectiveness of marketing efforts on these platforms, I recommend that companies and individuals post the content they create on these niche sites to their fan pages on more established platforms.  Platforms such as facebook actually allow brands to create application tabs that allow users to easily access campaign content they have on other sites, and I encourage brands to take advantage of this benefit. 

Jimmy Fallon issuing a contest challenge on Instagram

           Can any of you think of some additional niche platforms brands should incorporate into their social media marketing campaigns?