What Are the Best Practices for Engaging with Customers on Emerging Social Media Platforms?

Engaging with customers on emerging social media platforms is no longer a nice to have, but a need to have for businesses in this digital age. With an array of new platforms continually cropping up and user demographics evolving, businesses need to adapt quickly to maintain a strong online presence. This article will guide you through some of the best practices for engaging with customers on these emerging platforms.

Understand Your Audience

Before you start posting content on any social media platform, it’s vital to know who your audience is. Understanding who you’re reaching out to will help you determine the best way to engage with them.

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Emerging platforms like TikTok, Clubhouse, and Discord have different user demographics and usage patterns. For instance, TikTok is popular among Gen Z, while Clubhouse is favored by professionals for networking and knowledge sharing. By getting a grasp on your audience, you can create content that is of interest to them, and in turn, increase engagement.

To understand your audience, you can look at demographic data, analyze your followers, and conduct surveys. This will give you an idea about your audience’s interests, online behavior, and the kind of content they prefer. It’s also essential to monitor the response to your content regularly. This will allow you to tweak your strategy if necessary and ensure that you’re consistently delivering content that resonates with your audience.

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Create Platform-specific Content

Every social media platform has its unique characteristics, and the content that works on one platform might not work on another. For example, short, catchy videos work well on TikTok, while long-form, informative posts are more suitable for LinkedIn.

Creating platform-specific content ensures that your content is tailored to the preferences of the platform’s users and stays within the platform’s guidelines. This will enable your content to stand out and engage more users. Moreover, it also displays a keen understanding of the platform, which can enhance your brand’s credibility.

When creating content, remember to maintain a consistent brand voice across all platforms. This will ensure that your brand is easily recognizable, no matter which platform your audience interacts with you on.

Leverage User-generated Content

User-generated content (UGC) is a powerful tool for engagement. It’s a form of endorsement from your customers and can significantly influence others’ perceptions of your brand. Additionally, UGC can also provide you with fresh, authentic content that can boost your brand’s image.

To leverage UGC, you can encourage your customers to share photos or videos of them using your product, participate in challenges you create, or share their reviews. You can then repost this content on your feed, giving credit to the original poster. This not only provides you with content but also encourages more users to share their experiences, resulting in a cycle of continuous engagement.

Engage Regularly and Authentically

Engagement is a two-way street. It’s not just about broadcasting your message but also about listening and responding to your audience. Regular interaction builds relationships with your audience and makes them feel valued.

You can engage with your audience by responding to comments, liking their posts, and even engaging in conversations on their feed. Additionally, you can also host Q&As, live sessions, and webinars to interact with your audience in real-time.

When engaging with your audience, be authentic. Automated responses and generic comments can come off as insincere. Instead, personalize your responses and show genuine interest in your audience’s thoughts and opinions.

Constantly Monitor and Adapt

Social media trends are constantly changing, and what works today might not work tomorrow. Therefore, it’s crucial to monitor your performance and adapt your strategy regularly.

Tools like Google Analytics, Hootsuite, and Sprout Social can help you track your performance across different platforms. These tools provide insights into your engagement rates, follower growth, and more. By analyzing this data, you can identify what’s working and what’s not, and adjust your strategy accordingly.

In conclusion, engaging with customers on emerging social media platforms requires understanding your audience, creating platform-specific content, leveraging user-generated content, engaging regularly and authentically, and continuously monitoring and adapting your strategy. By following these best practices, you can effectively engage with your customers and build a strong online presence.

Utilize Emerging Platforms for Customer Support

Another best practice for engaging with customers on emerging social media platforms is offering support. Customer support has evolved significantly, with customers now reaching out to brands on social media platforms for assistance.

New platforms such as Messenger, WhatsApp, and Instagram Direct are gaining popularity as customer support channels. These platforms offer instant chat features, allowing customers to communicate directly with your brand in real-time. This form of communication is not only quick and convenient but also fosters a personal connection between your brand and its customers.

To effectively use these platforms for customer support, you need to set up a dedicated team that can promptly respond to customer inquiries. You also need to train this team on dealing with various types of customer complaints and inquiries. Remember, a satisfied customer is more likely to become a loyal customer and advocate for your brand.

Moreover, by effectively addressing customer complaints and queries on these platforms, you demonstrate a commitment to customer satisfaction. This can significantly enhance your brand reputation and foster trust among your customers.

Harness the Power of Influencer Marketing

Influencer marketing is another efficient way to engage with customers on emerging social media platforms. Collaborating with influencers can help amplify your brand message and reach a wider audience.

New platforms like TikTok have made it easier for brands to collaborate with influencers. These influencers don’t necessarily have to have millions of followers. Even influencers with a few thousand followers, often referred to as micro-influencers, can have a significant impact. Their followers often view them as peers, which makes their endorsements more credible and influential.

When choosing an influencer to collaborate with, ensure that their audience aligns with your target audience. Also, consider their content style and values to ensure they are a good fit for your brand.

An influencer can help promote your products or services, create user-generated content, and increase your brand’s visibility on the platform. Consequently, influencer marketing can drive increased engagement, brand awareness, and even sales.


Engaging with customers on emerging social media platforms is a complex but rewarding endeavor. It involves understanding your audience, creating platform-specific content, leveraging user-generated content, engaging regularly and authentically, providing support through these platforms, and harnessing the power of influencer marketing.

These best practices are not static but need to be constantly monitored and adapted to the ever-changing social media landscape. With the right approach and consistent effort, businesses can effectively engage with their customers on these platforms, fostering strong relationships, enhancing their brand image, and ultimately driving growth.

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