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1、Gartner for MarketersPublished 25 June 2019 ID G00388746 2023 Gartner,Inc.and/or its affiliates.All rights reserved.CM_I_824538To Reach the Most Brand-Engaged Consumers on Social,Invest Beyond the“Big 3”NetworksEvaluating potential social platform investments by levels of participation helps markete
2、rs identify opportunities for their messages to be heard more clearly and receptively.Savvy social media marketers diversify their brand presence beyond Facebook,Instagram and YouTube.To Reach the Most Brand-Engaged Consumers on Social,Invest Beyond the“Big 3”NetworksGartner for Marketers GML Gartne
3、r_inc Challenges Marketing leaders see smaller social networks as unfamiliar,unproven territory.Lack of experience,data and insight into consumer behaviors across smaller platforms makes marketers hesitant about which additional networks to enlist to accomplish their social goals.Marketers know that
4、 distinct groups of consumers flock to smaller social platforms,but they dont know who does that,or why.Learning the answers requires substantial effort and research that many marketers arent certain they should invest in.RecommendationsMarketing leaders responsible for social media marketing:Determ
5、ine what new platform territory to pursue by uncovering where their brands social strategy aligns with consumers degree of platform and brand engagement on smaller social networks.Deeply investigate the way their target consumers social media habits on smaller platforms differ from their experiences
6、 on the biggest platforms,especially when targeting Gen Z or multicultural consumers.To Reach the Most Brand-Engaged Consumers on Social,Invest Beyond the“Big 3”NetworksGartner for Marketers GML Gartner_inc The average consumer uses four social media platforms.Seven in 10 log on to social media a le
7、ast once a day.These apps and sites are part of the fabric of life for most people,and marketers are well aware:Social marketing is already the fifth highest area of investment for marketing leaders,commanding 7.1%of the total marketing budget.While more than 60%of marketing leaders expect to increa
8、se spending on social marketing in 2019,most of them plan increases for the biggest platforms,including Facebook and YouTube.Conscientious marketers see early indicators that suggest the bloom is off the rose for consumers who use the biggest platforms.Yet these troubling developments havent yet spu
9、rred marketers to make big shifts to diversify their investments across smaller platforms but they should.Many consumers report conflicted feelings about their habitual use of big social platforms in the face of mounting privacy concerns and polarizing chatter.Most consumers in the U.S.say social me
10、dia services do more to divide Americans than bring them together,and only about a third have positive feelings toward Facebook.Every week brings new,scandalous headlines forcing consumers to scrutinize their own use from data breaches at Facebook to fake accounts on Instagram and inappropriate cont
11、ent or angry creators on YouTube.Michelle,a Boomer from suburban California and frequent Facebook user,sums up her grievances with social media in this way:“There are too many annoying and useless bots,spam,trolls.Its difficult to separate the trash from the content I want to see.There is too much m
12、isinformation and negativity.”As a result,some consumers simply contribute less or log in less often,but others quit altogether.In the last year,more than a third of consumers deleted an account on a social platform.Almost three-quarters(73%)say they use social media primarily to check out what othe
13、rs are doing,rather than to share updates about themselves 8%more than said so in 2015.Marketing leaders are sensitive to these mounting concerns from consumers,but there is little they can do to prevent defections,let alone turn the tide on major systemic fiascoes.Social media marketers also contin
14、ue to struggle to contend with ongoing algorithmic changes that make it ever harder for branded posts to reach as many consumer eyeballs as they would like.Marketers can hedge against a decrease in consumer activity,receptivity and visibility on the biggest networks by supplementing with smaller net
15、works.While these may be less populous,they house hotbeds of distinct consumer groups with very specific ideas about what should take place there.Marketers who meet these idiosyncratic expectations for engagement will benefit from the upsides of unsaturated,fresh social terrain:boosts in brand aware
16、ness and brand perception as well as a deeper understanding of consumer targets.This note teaches a model for pinpointing the alternative,“second-tier”networks rife with highly engaged consumers and helps marketers understand what specific consumer groups want and expect from each one.To Reach the M
17、ost Brand-Engaged Consumers on Social,Invest Beyond the“Big 3”NetworksGartner for Marketers GML Gartner_inc Social Strategy With Smaller Platforms Where Consumers Are Most EngagedSmaller platforms offer marketers access to many of the same consumers that can be found on the large platforms,because m
18、ost consumers on a second-tier network also use at least one of the first-tier,most-populous1 networks:Facebook,YouTube or Instagram.But though theyre the same people,the context is different.Interactions look different on these smaller platforms.Although second-tier platforms are,by their very defi
19、nition,less popular,consumers who follow brands on them tend to be more engaged with those brands than they are on first-tier platforms.The smaller networks,then,punch above their weight.In fact,retailers with large shares of social traffic to their sites receive just as much inbound traffic from sm
20、aller platforms(e.g.,Pinterest,Reddit)as they do from the biggest(e.g.,Facebook,YouTube).To parse how engaged consumers are on specific second-tier platforms and how receptive they are to interacting with brands on each,marketers should study two criteria:platform engagement and brand engagement.The
21、 engagement data in this note was derived from a consumer survey specifically designed to measure social media habits and behaviors:Platform engagementBrand engagementThis criterion quantifies,on a spectrum from low to high,the proportion of consumers receptive to interacting with brands and compani
22、es on each second-tier platform.It measures the relative number of consumers already following brands on the platform,how accepting they are of brand content in their feeds and how many of them prefer to use the platform as their primary channel for interacting with brands.This criterion quantifies,
23、on a spectrum from low to high,the relative amount of consumer activity and the“stickiness”of each second-tier platform.It measures how often users log in,how their frequency of use on the platform changed in the last year and how easy or difficult users said it would be to stop using the platform.T
24、o Reach the Most Brand-Engaged Consumers on Social,Invest Beyond the“Big 3”NetworksGartner for Marketers GML Gartner_inc degree of platform engagement and brand engagement across social platformsFigure 1.The second-tier social media landscapeConnectInteractLearnAccomplishBrand engagementFlickrPerisc
25、opeTumblrRedditDiscordTwitchSlackQuoraTik TokLinkedInYelpFoursquareWeChatSnapchatWhatsAppPinterestMediumTwitterFacebook YouTube InstagramPlatform engagementSource:Gartner Social Media Survey,January 20191.Interact quadrant Open forums where users expect to connect,express their opinions and share in
26、formation2.Connect quadrant Hosts of niche communities with unwritten rules that govern content and interactions among users3.Learn quadrant Hubs of location-specific information and reviews4.Accomplish quadrant Task-specific destinations,often used for collaborating,archiving,networking or other pr
27、oductivity-related dutiesPlotting platform engagement against brand engagement brings a field of 18 second-tier social platforms into focus and reveals four distinct groupings of smaller network types(see Figure 1):To Reach the Most Brand-Engaged Consumers on Social,Invest Beyond the“Big 3”NetworksG
28、artner for Marketers GML Gartner_inc understanding the specific consumer attitudes and behaviors behind the usage of the platforms plotted in each quadrant,marketing leaders can locate the specific platforms where their target consumers are engaged.Then,they can begin to activate social strategies t
29、hat take advantage of the unique attributes of their desired channel.Interact quadrantHigh platform engagement,high brand engagementSecond-tier platforms:Twitter,Medium,Pinterest,WhatsApp,Snapchat,WeChatSocial platforms in the Interact quadrant hold the most promise for marketing leaders to connect
30、with receptive consumers,as the platforms in this quadrant are characterized by high platform and high brand engagement.Consumers are increasingly active on these platforms.Many of them follow brands already,and users say they are more open to interacting with brands here than on other smaller netwo
31、rks.Interactions span a wide range of behaviors and genres,and many consumers use each platform in this quadrant for a different purpose.For example,Tricia,a Millennial from suburban South Carolina,says she uses Twitter for“news and information,”Snapchat for“photo sharing”and Pinterest for“recipes a
32、nd ideas.”Recommendation:Engage consumers with social strategies that facilitate interactions among other consumers.Coca-Cola used Snapchat to insert its brand into interactions where consumers were already sharing personal stories and photos with friends and family.Coca-Cola teamed up with MELT to
33、create custom Snapchat filters for each stop on the College Gameday Tour and Bitmoji avatars for ESPNs College Gameday talent.The Snapchat campaign covered 15 stops on the College Gameday Tour,utilized over 30 custom filters and had a total unique reach of over 3.8 million consumers.Connect quadrant
34、High platform engagement,low brand engagementSecond-tier platforms:Discord,Reddit,TwitchSocial platforms in the Connect quadrant have high platform engagement but relatively low brand engagement.While consumers are increasingly active on these platforms,fewer follow brands and users are less welcomi
35、ng of brand content in their feeds.Consumers seek like-minded others and share culture,entertainment and personal interests,but brands arent always welcome.Bryan,a Millennial from suburban Colorado,says he turns to Reddit“to see what actual people are saying without censorship butting in.”Recommenda
36、tion:Low brand engagement doesnt mean low brand opportunity.It just means a higher bar to entry.Monitor the platform before diving in by conducting extensive social listening to understand the rules you must follow,and the sentiment users have toward your brand,so you dont risk a chilly reception.On
37、e way to listen in on the action and gather intel is to,like Audi,host interactions on these platforms that dont put a brand or product at risk of getting downvoted into oblivion.To promote the Audi Sport division,Audi hosted a live broadcast celebrity AMA(Ask Me Anything)on Reddit from the passenge
38、r seat of an Audi driving at 130 MPH.But most of the questions were not about Audi at all.Celebrities including Elizabeth Banks and Adam Scott talked about everything from the work they do to outer space.To Reach the Most Brand-Engaged Consumers on Social,Invest Beyond the“Big 3”NetworksGartner for
39、Marketers GML Gartner_inc quadrantLow platform engagement,high brand engagementSecond-tier platforms:Foursquare,Yelp,TikTokConsumers use these platforms less frequently than other smaller networks,when consumers log on,theyre often engaging with brands to gather business and restaurant reviews,consu
40、mer recommendations,and check-ins from their friends and other users.Elizabeth,a Millennial from urban New York,uses Yelp“to narrow down the overwhelming amount of options of places to see and eat at,especially when Im traveling.”Recommendation:The key here is to be easy to find both online,and off.
41、Inform consumers about your brands location or destination.Filter and tag information that facilitates consumers access and enables brands to harness relevant information about a consumers specific location.MillerCoors uses Foursquares Pinpoint audience segments to inform its approach to sending loc
42、ation-based ads to its customers.Using categories of anonymized audience groups provided by Foursquares location data,MillerCoors is deriving how location data can assist in reaching consumers in small convenience stores,bars and restaurants.Accomplish quadrantLow platform engagement,low brand engag
43、ementSecond-tier platforms:Slack,LinkedIn,Quora,Tumblr,Flickr,PeriscopeSocial platforms in the Accomplish quadrant have the combined lowest degree of platform and brand engagement across second-tier social platforms,but this is changing,especially among the ones that are emergent newcomers.Right now
44、,several are used primarily for work-related tasks and,thus,relatively infrequently.When consumers do spend time here,theyre rarely interacting with brands.Marissa,a Millennial from urban California,uses Slack because:“I have to have it for work.”As for LinkedIn,“Its necessary for jobs.”Recommendati
45、on:The lack of brand engagement here indicates,among other things,a lot of white space for brands.Help consumers enhance efficiency,collaboration or knowledge gathering while theyre laser-focused on the task at hand.Dominos gave a nod to efficiency and collaboration by creating a Slack app where con
46、sumer team members either order pizza via a direct Slack message to Dominos or collaborate on a group order in a channel.The app is available in the Slack App Directory,where users can add and remove several different apps related to their workspace.To Reach the Most Brand-Engaged Consumers on Socia
47、l,Invest Beyond the“Big 3”NetworksGartner for Marketers GML Gartner_inc Deeper on Smaller Platforms to Pinpoint Key CohortsThe second-tier social media platform ecosystem looks different when plotted using the behavioral and attitudinal data of specific consumer groups.So,marketing leaders should ge
48、t to know their target consumers social media habits on smaller platforms in a deeper way(vs.the biggest platforms)to identify where their key cohort is gathering en masse.This is especially pertinent for marketing leaders targeting Gen Z or multicultural consumers,because those users engage more fr
49、equently with second-tier social media platforms and follow the most brands across platforms compared to other cohorts.Gen Z consumers habitually engage with social networks,and more than four in 10 are online on a near constant basis.This makes them a ripe target for brands on social,but their loya
50、lty can be harder to earn,as more than half(56%)of Gen Z consumers have deleted an account on a social media platform compared to just 37%of the U.S.general population.Plotting Gen Zs platform and brand engagement across second-tier networks as compared to the general population in the U.S.reveals w