When you start using social media to market your association, it’s important to focus on
the big hitters – social media giants like Facebook, Instagram or LinkedIn are all obvious
target platforms (depending on your association).
But it’s worth considering other platforms that may well suit the needs of your brand and
Exploring the younger entrants to the social media market, can help you to get a foothold
with a new group of members – and that’s excellent news when you want to broaden the
reach of your marketing activity.
Key social media platforms to explore
The social media platforms that will work best for your brand will be determined by a
variety of different factors. Your industry type, your association size and your chosen
target member will all impact on the kind of platform that delivers the best return.
By diving into some of the lesser-used or emerging new social platforms, you can help
your association to stand out and attract new members.
TikTok began life as an app dedicated to recording and sharing 15-second video clips (similar to the now defunct Vine app, or the Reels feature in Instagram). The platform now offers both 15 and 60-second video options,
and the ability to upload and edit external videos, greatly increasing the possibilities for marketing.
The TikTok platform has 689 million users in 2021, with the vast majority in the 18 to 24 age bracket (although people can join the app when they are 12). If you’re aiming your membership at a young adult market, TikTok is an important
platform to have a presence, and investing in TikTok advertising can be one way to expand.