As a result, here are a handful of channels you may not have thought about, with our recommendations as to why you should consider them.
Although by no means a niche platform, Pinterest only has around 250m monthly users worldwide which, in comparison to the 2bn+ users of Facebook, is barely scratching the surface. Pinterest does, however, has an offering that Facebook would kill for, as the levels of purchase consideration is incredibly high; Pinterest is almost solely used for the purpose of planning purchases, from weddings and interior design to fashion and beauty.
An incredible 90% of weekly users use Pinterest to make purchase decisions. 55% of Pinners are looking specifically for products, which is four times as many as other digital platforms. In addition to this, brands are so vital to the Pinterest offering that users expect to find them there, and any advert fits so seamlessly on the platform that it never feels intrusive or pushy.
The only real drawback to Pinterest is that the conversion rates can be lower because users take a lot longer to decide on purchases. Once they do, however, average order values can be the highest of any social platform. If, therefore, you are looking to sell products from your store, regardless of the size of your business, you could absolutely do worse than advertising on Pinterest.
Brands can tend to ignore the potential of advertising on Snapchat, due to the rise of Instagram (especially when they clone Snapchat’s best features). In addition to this, recent issues have also led to a decrease in overall usage, to the point where it can put off some advertisers. However, there is still a lot that Snapchat can offer any would-be advertisers.
It is true that Snapchat is lagging behind in terms of instant photo messaging and stories content, but it is still a viable option for a number of brands. Aside from anything else, Snapchat is still the king of social media for younger demographics. Younger users overwhelmingly dominate Snapchat with 78% of Americans aged between 18-24 years using the platform and 71% of the entire user-base being under 31 years old.
In addition to this, Snapchat has a very innovative advertising platform, with lenses, filters and story ads available, as well as standard snap ads, which could be very appealing to a certain type of brand persona. In essence, if your targeting matches up to the platform’s younger demographic, there is no reason why you should not consider Snapchat.
This is where we are getting into the really niche platforms. Owned by Google, this map-based app provides sat-nav features for drivers with a social element to it. Fellow drivers can help provide real-time information on traffic jams, petrol prices, and journey times using the app in a way that Google Maps cannot accommodate for. In addition to this, drivers can carpool to save petrol and other fun features.
From an advertiser point of view, this can provide interesting opportunities, as users will be reliant on the information being shown on their phones while driving, so they are a captured audience when an advert is presented. Obviously, there are safety issues regarding diverting a driver’s attention but there are safeguards in place, such as not showing a full-page advert unless the car is stationary.
Waze ads can start with as little as £2 a day and can run on three different advert formats; branded pins, promoted search and zero-speed takeover (where the advert will cover the whole screen while the car is stationary). Due to the map-based nature of this platform, it would therefore be perfect for local awareness-driven activity, where driving users in-store would be ideal. A branded pin on the platform would direct drivers directly to the front door, which you could then track and measure.
Reddit is an interesting one, because it is not what you would traditionally call a ‘social media’ platform. Instead, it exists like a huge collection of online forums, where users can come and share views as well as contribute to existing threads by prioritising the most relevant and appreciated content through upvotes and downvotes.
There are currently over 130,000 different active communities on the Reddit platform every month, with over 330 million active users, so it clearly has an audience big enough to affect brand metrics in a significant manner. These communities can be highly influential, so reaching these audiences and engaging with them can have a huge impact on performance.
A big drawback to Reddit is the lack of options when it comes to advertising. Brands can only target by the different communities (or SubReddits), with a lack of targeting around interests and demographics. You are also at the mercy of the community, with no options for community management once the advert is live (so if a community thinks you are being overly salesy they can punish you by downvoting you to the centre of the earth!). Get the advertising right, however, and you will have a collection of highly influential users who can be fiercely loyal.
Similar to Reddit, Quora is a forum-based platform however there are some key differences in the behaviour of users on both platforms. On Quora, users will only visit the platform to look for answers to questions they might have, whereas there can be a lot more browsing on Reddit.
This presents a huge opportunity to any would-be Quora advertiser. If a brand answers a question that a user has, it increases the credibility of the brand, and therefore can harness the power of the highly engaged audience when it comes to driving the business goals further down the line.
In addition to this, with Quora, you have access to a number of interesting targeting options such as interests, custom audiences, keywords, questions and topics to segment any campaigns, in addition to a healthy list of different advert formats to ensure that you are reaching the correct users at the correct time. This allows you to provide an experience that looks native to the user. There is also robust measurement of all performance on the back-end of Quora to track how your campaign is progressing.
Those of us over 25 might not have heard much about TikTok. But it is fast becoming a major player in the social media sphere. The music video sharing app has consistently ranked top in over 40 countries’ app stores and more than 90% of all users visit the app multiple times a day, so users are always highly engaged whenever they load up the platform. Much like Snapchat, younger audience, especially women, massively dominate TikTok’s user base.
Self-serve adverts on TikTok are still in beta and not fully on rollout at time of writing, but the early signs are that there could be a lot to gain from advertising on the platform. Unsurprisingly with an app like this, advertising products are highly innovative, with AR and 3D lenses, stickers and full-screen adverts. Advertisers will be able to buy on CPC, CPM or oCPC basis, meaning you have the freedom of only paying when you achieve the desired outcome. Therefore, much like Snapchat, if you have a young target audience, you should absolutely be considering this as a viable option.
If you would like any further information on any of the platforms above. Please get in touch with the Paid Social Team at Silverbean. We can help you find your niche and reach the right audiences for your brand.