TikTok, IG Reels, Clubhouse, Twitter Spaces. The new toy always shines. And in social, new platforms, formats, and features abound.

(We'll discuss all of these trends and more at Social Fresh 2021 next month)

7 years ago, brands began shifting resources from Facebook and blogging to Instagram. Today, there are many businesses eyeing TikTok as a primary social channel.

Shiny objects can be a flash in the pan. Or they can represent real shifts in audience behavior.

Consider these questions before shifting your resources to an emerging platform or new feature.

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1. Look for Patterns: What is this similar to?​
For instance, I can draw similarities from consumer behavior on TikTok to Instagram and YouTube. Do you currently have strategies for Instagram and YouTube? Are you getting results from those existing strategies? Do the patterns translate?

2.Look for Shifts: What, if anything, is this replacing?​
When I look at Clubhouse and Twitter Spaces, I can see the shift of time spent away from live video and podcasts. And even TV hours. Is that shift huge? No, not yet. But there are clear shifts in behavior here that are new.

3. Look for Momentum: Is growth and adoption sustained?​
TikTok clearly has legs. They’re growth, adoption, and influence has continued to increase for the last two years straight. Reels has seen 9 months of commitment from Instagram. Clubhouse has been up and down. Twitter Spaces is too early to tell, with very little data to go on. Find data, and measure the trend line of that data.

4. Look for Fit: Do we have the resources? Does it fit our goals/strategy?​
It’s important to get ahead of audience trends. To engage them not just where they are, but where they're going. But, if that new platform or feature takes valuable resources and time away from your existing strategy, it may not be worth it.

5. Look for Pilots: How can you do a small test?
You don’t have to move mountains and budget approvals to get real data back about how a new platform or feature will work for your business. Launch a pilot program with controlled parameters and a short timeline. Build it on as a bonus to another campaign or use it as an opportunity to work with new creators/partners.

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Patience is helpful.

Most businesses do not need to embrace shiny objects before anyone knows if they have staying power. But these questions will help you decide when these moves are right for you.

Social media will always continue to change. More than most industries.

Be ready to adapt, but always back up your decisions with strategy.

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To big ideas,

Jason

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PS. Are you (or someone you know) in social currently out of work?⁣ Scholarships are available for the upcoming Social Fresh Conference and will be awarded to students, veterans, and need-based social media professionals.⁣

​Click here for the Scholarship Application.

Would love for you to share and help us get the word out =)