In the ever-evolving realm of digital marketing, adaptability is the key to success. While legacy platforms like Meta and X have long dominated the social media marketing landscape, a noteworthy transformation is occurring. We’re calling it the fractured online social landscape. Where people are hanging out online is increasingly diversified and it can be hard to keep track and make any business owner worried.
However, instead of viewing the increasingly fractured internet as a challenge, savvy businesses are recognizing it as a golden opportunity to redefine their marketing strategies and maximize return on investment (ROI).
The digital giants Meta, LinkedIn and X have wielded unparalleled influence, boasting vast global user bases. However, as organic engagement on these platforms continues to dwindle ever since 2013, businesses are faced with the challenge of connecting with specific audiences amid the noise, leading to escalating ad costs.
- Facebook: 73.4% of the Canadian population are on Facebook
- Instagram: Just 57% of all Canadians signed up and regularly use the platform.
- TikTok: Has quickly jumped up to third place at 41.1% of all Canadians having an account.
- X (formerly Twitter): Has dropped to fourth and captures the attention spans of 39.5% of Canadians.
- Pinterest: Still holding strong in this country with 33.5% of Canadians having an account.
To put this through the lens of knowing your audience:
- Facebook: 41% of the global population
- YouTube: 31% of the global population
- WhatsApp: 25% of the global population
- Instagram: 25% of the global population
- WeChat: 16% of the global population
- TikTok: 15% of the global population
- Facebook Messenger: 12% of the global population
- Telegram: 10% of the global population
- Snapchat: 9% of the global population
- Douyin: 9% of the global population
- Kuaishou: 8% of the global population
- X (formerly Twitter): Much further down the list when you consider a global audience at just 8% of the global population
- Weibo: 7% of the global population
- QQ: 7% of the global population
- Pinterest: Much further down the list when you consider a global audience at just 6% of the global population.
Amidst this landscape, niche platforms such as Bluesky, HIVE, Mastodon, Discord, and others are emerging as potentially viable alternatives. These platforms are not just alternatives; they represent a paradigm shift in online behaviour, offering unique advantages for businesses willing to explore beyond the conventional.
- Precise Targeting:
- Laser-focused marketing efforts become possible on niche platforms that attract dedicated and engaged communities.
- Connect with individuals genuinely interested in your products or services, refining your target audience with unprecedented precision.
- Cost-Effective Advertising:
- Advertising on niche platforms often comes at a fraction of the cost compared to major players like Meta.
- While there might be a higher cost per click or conversion, the audience is more relevant, ensuring a potentially higher ROI.
- Less Competition:
- Overcrowded spaces on Meta and X make it challenging and costly to stand out. Niche platforms provide a unique space to showcase your brand without getting lost in the crowd.
- Community Building:
- Niche platforms foster a sense of community and brand loyalty.
- Build trust and credibility, offering an experience that is challenging to replicate on larger, more bustling platforms.
- Innovation and Creativity:
- Smaller platforms are often more flexible and open to innovative marketing approaches.
- Experiment with different strategies, content types, and engagement techniques to discover what resonates with your audience.
To harness the potential of the fractured internet, businesses need to conduct a thorough analysis of their target audience, their interests, and the platforms they frequent. Diversifying marketing efforts allows for effective reach into niche markets while maintaining a presence on more established platforms.
Embrace the shift in the digital landscape, refine your marketing strategies, and watch your long-term return on investment soar. The fractured internet is not a challenge; it’s an invitation to explore new avenues, connect with niche audiences, and thrive in the diverse and dynamic digital world. As the marketing landscape continues to evolve, those who adapt and innovate are poised to reap the rewards of this transformative era.
Ready to learn more about the fractured internet? Reach out today.