Social media is shifting fast. X (formerly Twitter) continues to evolve in unpredictable ways, discussions around TikTok’s future remain ongoing, and new platforms like BlueSky and RedNote are gaining traction. With every new app comes a familiar question for brands: Should we be there?
While some businesses benefit from being early adopters, others risk stretching resources too thin by chasing every new platform. The key isn’t to move fast, but to move with purpose. A thoughtful approach ensures your social media presence remains impactful, rather than reactive. Here are a few tips to help you determine whether a new platform is worth your time.
Is your target audience active here?
Before even creating a new social media account, ask: Is my target audience even using this platform?
A social app can be innovative, well-designed, and rapidly growing, but without an active audience that aligns with your brand, visibility, let alone engagement, will be minimal. Instead of jumping in immediately, take a step back and evaluate whether the platform offers genuine opportunities to connect with your customers or clients in a meaningful way.
What to do:
- Research platform demographics to see if they align with your audience.
- Observe your competitors—are they actively engaging or simply testing the waters?
- Monitor conversations relevant to your industry to gauge interest and relevance.
- Understand what your audience wants from the platform—whether it’s entertainment, community, or expert insights. Some spaces prioritize peer-driven discussions and may not welcome brand presence, so ensure your brand can add value without disrupting the experience.
Hype vs Longevity: Will this platform last?
New platforms can generate excitement, but not all of them last. Some struggle with scalability, monetization, or long-term user retention. Others see an initial surge before interest fades (remember Clubhouse? BeReal?). Businesses that invest heavily in a platform too early risk dedicating time and resources to something that may not be around in a year.
That doesn’t mean early adoption is always a mistake—brands can and should test new platforms. But rather than investing a lot of resources upfront, it’s best to start small, evaluate impact, and be ready to pivot quickly if the platform doesn’t prove valuable.
What to do:
- Track user growth over time rather than reacting to initial hype.
- See if the platform is building infrastructure for business use (ads, analytics, brand-friendly policies).
- Establish a presence with minimal resources to gauge potential but be prepared to shift focus if engagement or ROI isn’t there.
- Stay flexible, as early adoption can be valuable, but brands should continuously evaluate whether the platform remains worth the effort.
Will this add value? Or just more work?
Managing social media takes time. A new platform means another account to maintain, another audience to engage, another content calendar to fill. If your team is already balancing multiple platforms, adding another—without any clear or strategic direction—can dilute your efforts rather than enhance them.
Not every platform suits every brand. If your brand isn’t comfortable with short-form video, TikTok may not be the right fit. If your audience skews older, platforms primarily used by Gen Z may not offer strong engagement. Being selective and strategic is smarter than being everywhere.
What to do:
- Review your existing content strategy and ask if your content naturally translates to this new platform.
- Identify platform-specific demands and figure out if success requires daily content, rapid replies, or deep community interaction. If so, do you have the resources to sustain that?
- Compare platform strengths and ask if it provides any new unique ways to reach your audience. If it overlaps too much with an existing platform, it may not be worth the investment.
- Weigh the effort versus the potential ROI of using the platform. If it requires major adjustments in content or engagement, ensure the payoff justifies the extra workload.
Test before committing.
While it’s smart to be cautious, ignoring new platforms altogether could mean missing opportunities. The key is to experiment without overcommitting. Consider creating an account with a light presence—securing a handle, posting periodically, engaging in conversations—before deciding whether to fully integrate a new platform into their strategy. Alternatively, your team can stay informed by maintaining private or personal accounts, ensuring you remain aware of emerging trends even if your brand isn’t active on the platform.
What to do:
- Claim your brand handle early to prevent name-squatting.
- Experiment with limited content to gauge engagement. Try repurposing existing content to test engagement with minimal effort. If a post performs well elsewhere, see how it resonates on the new platform.
- Stay up to date with new platforms by monitoring trends through a private account.
Final Thoughts: Be Selective, Not Reactive.
Social media is constantly evolving, but that doesn’t mean every brand needs to be everywhere. A strong presence on the right platforms is far more valuable than a presence on every platform.
Before your brand jumps onto the next big social media app, ask:
- Is my audience actively engaging here?
- Does this platform offer unique opportunities that don’t exist elsewhere?
- Do we have the resources to manage an additional channel?
- Has this platform shown signs of long-term viability?
If the answer to most of these is “no” or “not sure yet,” it may be best to watch and wait. A thoughtful approach will always serve your brand better than chasing the latest trend.