six New Social Media Platforms Marketers Should Watch in 2021

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If you visit the App Store or Search engines Play and search “social media, ” there are hundreds of apps to choose from. But , as the pool of social platforms grows, will any of them really change the game regarding marketers this year?

The truth is, probably so. The year 2020 changed the way we did almost everything — including socializing. Social distancing became a acquainted part of our lives leaving a void for personalized conversation we used to have in-person.

Even so, humans are adaptable, and many new social networking sites have got emerged in the last twelve months in order to recreate the communities we now have had to abandon abruptly.

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2021 Social media marketing Trends

The hottest trend thus far is audio-based social networking. Stephanie Morgan, social media expert plus founder of marketing agency Social Lock sees a bright future for this new type of community, “Audio-based social networking is a relatively new idea, but it isn’t going anywhere anytime soon. ”

Aside from Fb and Snapchat, we’ve recently been watching platforms like Reddit and Pinterest aim to improve on advertising and marketing features.

But , if your role specializes in social media, audience growth, or online wedding — or if your company targets the early-adopters in Gen-Z or millennial age ranges — you’ll still want to be on the lookout for platforms that could obtain momentum later on.

Why? Watching the growth of young, promising social channels will help you determine which are worth joining and which aren’t really worth your time. And, if you do finish up joining a hot new social channel early on, you may have more time to pick up on what promotional content works there. This will put you ahead of competitors that launch their balances later and might struggle to come up with creative post suggestions.

To help you stay on the leading edge of social media, we’ve put together a list of six young social platforms that you might want to placed on your radar this year. These platforms have all gained a sizable user base, interest from investors, or news buzz in recent months.

For each platform, we will walk you through how it works, its user foundation, why it might be promising in order to marketers later on, and how you should approach it today.

1 . TikTok

Year Launched: 2017 (Founded in 2016)

Variety of Users: one billion monthly active customers

In 2018, the lip-syncing app, Musical. ly combined with a similar one-year-old application called TikTok. Since then, TikTok has reportedly reached one billion active monthly customers. With more than 2 . 6 billion global downloads, TikTok is currently more popular in app shops than Facebook, Instagram, along with other prominent social media platforms.

For those who remember Vine or Music. ly, TikTok is like a mix of the two. The platform allows you to film short videos that enjoy on a repetitive loop the same as Vine. But , like Music. ly or Snapchat, you can include fun effects, AR filters, text, and musical overlays to zest things up. Like similar video platforms, it has been primarily adopted by customers under 30 years old.

When you make a video, the app also allows you to optimize this by adding hashtags that can allow it to be easier to find via research.

One way hashtags have been embraced on TikTok is by means of its “Challenges” tab. This particular area of the platform prompts you to definitely propose a challenge with a designed hashtag. When you post a video that responds to a problem, you can include the corresponding hashtag so those following the challenge can see your videos.

Along with being widely discussed simply by publications including the New York Instances and Digiday, the application has also gained notoriety from comedians like Jimmy Fallon. Here’s a clip from The This evening Show where he talks about the particular app and tells enthusiasts to compete in his #tumbleweed challenge:


Aside from being fun and enjoyable, the app is “leaking into brand territory, inch according to Krystal Wu, HubSpot’s Social Media Community Manager. The girl explained that more brand names are on the platform, adding that, “The Washington Post will be on TikTok and they are quite popular too. ”

The particular Washington Post, as the girl mentioned, has already gained almost 850, 000 followers.

While you would expect a paper like this to post content with a far more serious or investigative strengthen, the Post shows off a lighter, behind-the-scenes look at its newsroom. In this example, one of its journalists struggles to walk up the stairs to the noises of MGMT’s “Electric Feel”:

Brands like Guess also have started to experiment with TikTok. To highlight its new type of denim clothing, Guess launched the #inMyDenim challenge motivating users to publish videos associated with themselves wearing Guess denim with Bebe Rexha’s music, “I’m a Mess. ” actively playing in the background.

Here’s a video that someone posted in response to the challenge:


Brands like Guess have also started to experiment with TikTok. To highlight its new line of denim clothing, Guess released the #inMyDenim challenge stimulating users to publish videos associated with themselves wearing Guess jeans with Bebe Rexha’s track, “I’m a Mess. ” actively playing in the background.

Here’s a video clip that someone posted according to the challenge:


At the moment, fashion, publishing, and entertainment companies are starting to play with TikTok. As the platform increases, we might see it expand to other industries that are able to get innovative and visual with their marketing and advertising tactics.

While you might not want to target all of your social media resources upon TikTok just yet, it’s a excellent time to familiarize yourself with the app and start experimenting with a few enjoyable videos. You could also try to write down ideas a few challenges or video clip ideas that could align nicely with your brand and the platform’s young audience. If you see any brands that are inside a similar space as you, follow them for some added inspiration.

2 . Clubhouse

Yr Launched: 2020

Number of Users: Unspecified

Unlike traditional social networking sites Facebook or Twitter which offer an asynchronous platform for communicating and sharing content, Club leverages synchronous, audio-only connection between the audience and the audio speakers. It’s not quite a podcast, but a more personal way to discuss information with your audience who can talk back to you in current. You might be wondering “What actually happens in Clubhouse? ” And the truth is, a little bit of every thing. Topics like starting a business from top VCs, relationship discussions hosted by famous people, and even comedy clubs simply by up-and-coming comedians all discover their way in front of live audiences.

Clubhouse website homepage featuring a yellow wave emoji and App Store download.


Before all of us talk about how much of a mix Clubhouse has caused in the tech space, we have to inform you that the app is only available in beta on devices that will support iOS. That hasn’t been a hindrance towards the platform thus far; Investors are lining up to support the development and expansion from the audio-only phenomenon, even without a presence on Google Play Shop.

Part of the sudden uproar relating to this new social media network comes from the way it contradicts almost every other social platform available today. It is invite-only — the antithesis of how we’ve come to understand and leverage social media. The developers of the app state they want to get Clubhouse perfect before releasing it to the public, but users already part of the in-group act as the particular gatekeepers to thousands of discussions happening daily. If you don’t know someone willing to give you certainly one of their three invitations, you’ll have to join the waitlist till Clubhouse is officially launched.

How can Clubhouse work for marketing experts and brands? That’s however to be determined, but specialists are experimenting right now. The race to crack the particular code on Clubhouse is really a fast one as content creators are building their audiences quickly in hopes of securing monetization opportunities whenever they become available.

If you’ve received a good invitation to Clubhouse, yet aren’t sure how to use it, consider hosting an informal concentrate group, starting a discussion about a high-traffic blog write-up or social media post your organization has published, or contributing to a conversation already hosted by a thought leader in your industry.

3. Twitter Areas

Year Launched: 2020

Number of Customers: Unspecified

You might not have heard of this one yet  (it was just launched in December 2020), but it’s picking up steam fairly quickly. Similar to Clubhouse, Twitter Spaces is a beta version of the app’s newest audio feature. This voice chat alternative to the particular social platform’s traditional 280 character tweets is available to anyone with an iOS device, but only a select group of people chosen by Twitter can make their own space to start the conversation.

Twitter Spaces profile. Profile picture and cover photo are a gradient purple.


While the app is comparable in nature to Club, Twitter is venturing in to this new audio-only place to discover opportunities and threats in this type of community. Clubhouse has addressed its difficulties with enforcing community standards – an opportunity Twitter desires to figure out to make the platform safe for everyone.

Stephanie Morgan, social networking manager at Social Locking mechanism, predicts some promising information about the newest audio-only social networking by Twitter, “Spaces is a great feature on Twitter since it’s already a conversation friendly, majority non-visual platform. ” She anticipates that will hosting live discussions, workout sessions, and customer Q& Because could be a few use cases for businesses to utilize Twitter Spaces once it is released to the public.

Although this particular social tool probably won’t be a good fit to suit your needs or your business anytime soon, it really is fascinating to watch in current. Even if you can’t use Twitter Spaces, perhaps you’ll become inspired by the team’s human-centered approach to developing the feature.

4. Caffeine

Yr Launched: Founded in 2016 and unveiled in 2018

Quantity of Users: Unspecified

Caffeine. tv, a platform built by ex-Apple creative designers, allows you to create live broadcasts for friends and fans. The broadcasts show up inside a feed where you can give a good emoji reaction or respond with comments.'s streaming app interface


Along with live video broadcasts, you can also stream your computer or even TV screens as you play video games. This makes Coffee a possible competitor to the slightly older game-streaming service, Twitch. tv. Like Twitch, which offers you money for higher views or subscriptions, Coffee has launched a monetization program that rewards appealing broadcasters.

The company hasn’t specified user numbers yet, but its Crunchbase profile reveals that it has over $259 million in investments so far. Caffeine’s biggest investor to date is definitely 21st Century Fox.

Aside from investor interest, the platform is beginning to make waves in the realms of entertainment and sports activities. Recently, the platform was utilized to broadcast the 2019 X Games in Aspen.

Caffeine’s success so far demonstrates how live video and video clip platforms are gaining fast adoption from younger audiences, especially in the Gen-Z age group. When the app continues to gain curiosity, marketers might consider using it to show off their brand through a variety of strategies, such as behind-the-scenes content, Q& As, or other live videos. This platform could also be useful to marketers in a wide variety of industrial sectors, including news, entertainment, video gaming, and sports.

If reside streaming could help your company distribute awareness of a product, it might be a great time to familiarize yourself with both Coffee and Twitch. As you learn more about the platforms, be sure to see whether your audience is actually using either of them and what these people using them for. Similarly to TikTok, you should also check out what similar brands are doing if you find any kind of with active accounts.

For those who have an idea for a live flow that seems too remarkable for Facebook or Instagram, Caffeine could be an interesting spot to test it. Because the platform is new, there might not be many norms or rules associated with what content works or even doesn’t work just yet.

5. Instagram Reels

Year Released: 2020

Number of Users: Unspecified

We can’t deny that TikTok changed the game for social media since the debut in 2017. It’s still on our list this season as the platform continues to reinvent itself and expand into new audiences. Last year Fb took notice of the TikTok trend and responded along with Lasso, but ended the time and effort to make room for Instagram Reels.

Instagram Reels shown on three separate phone screens


Reels is now within direct competition with TikTok, offering a similar video development functionality. Instagram users can make videos adorned with special effects, music, and transitions well known for keeping users in a cycle.

How can reels work for your company? Everything from sharing product produces to how-to guides, Reels can be an engaging method for manufacturers to make a presence with the Gen Z audience. If you’re unsure how to start, The Social Effect has some fun and informative samples of how to use Reels.

Not sure the best way to leverage this new Instagram feature? Start with your brand. Reels are a fun kind of content that can display your brand’s personality. You do not need fancy camera equipment or a director to publish content which has the viral factor. In case your team simply doesn’t have the capacity to produce this content yet, think about tapping an industry influencer to produce reels on your behalf.

6. Houseparty

Year Launched: 2016

Quantity of Users: 20 million+

Houseparty is a group-video messaging app that allows movie chats that can host eight users at a time. To make elements more fun for everyone in the talk, you can use video filters, peel off stickers and other fun effects whilst a live conversation is within session.

House party website homepage featuring a yellow and red background, yellow waving emoji and tagline.


While the app itself has been around for a few years, it has been through a few evolutions and lately gained large bumps within interest and users. The particular app first started because Meerkat, but rebranded by itself to Houseparty and revamped its features. Since then, Houseparty has climbed app store charts and risen from one million to 50 mil users in 2020.

Even though the app does offer ad space, marketers of the future might utilize it in other creative ways. For instance , a small makeup company might sponsor a “houseparty” exactly where an influencer can answer beauty questions and show attendees how to use one of their new beauty products.

Although it might sound appealing, still keep in mind that this app has a number of big-name competitors, including Snapchat and Move..

This app might also get added time and creativeness. If you don’t have time to host a houseparty or can’t think about one that would effectively market your product, you might want to prioritize other platforms first.

How to Navigate The New Social Media Scenery

A marketer who discovers a hot new interpersonal channel first can become a professional on posting engaging content material before their competitors even sign up. But , while it is necessary for marketers to keep interesting platforms on their radar, the very first priority should still be to target time, effort, and resources on the platforms that are currently thriving.

To make sure you’re balancing your time between new plus old channels accordingly, concentrate on growing and refining techniques on the successful platforms, after that timebox an hour or so once per month to look into newer systems.

If you find a platform like TikTok, that’s both fairly new and has a fast-growing user base, brainstorm, plus schedule a few experimental articles.

Be sure to use experimentation time wisely and on the right systems. While TikTok is a great spot to experiment and doesn’t appear to be it’s going anywhere shortly, there’s always a chance that an extremely niche platform, like Clubhouse, could get overshadowed by a larger competitor – Twitter Areas.

When you’re determining which systems are worth watching or experimenting on, here are six questions your team should ask themselves:

  • What are the active user numbers? Big numbers could mean that the platform is gaining momentum and that you have even more chances to engage with a big pool of users.
  • Are publications or thought leaders talking about it? If a platform will not specify exact numbers, but a lot of people, prominent figures, or even news publications are discussing it — it might be encouraging.
  • Do older platforms have a similar tool as well as a bigger user base? If an older system does the same thing, people may hesitate to adopt a newer platform. For example , marketers primarily make use of Stories on Instagram as opposed to Snapchat. Although Snapchat pioneered the story, the Instagram user interface and experience is something that a lot more people know, realize, and trust.
  • Can my audiences understand how to utilize the platform? Can my audiences understand how to use the platform? It might be challenging to get a less tech-savvy person to join Snapchat or TikTok, however they might love a platform like Facebook or Twitter because the interfaces might be easier to understand. Choose platforms that your audience can certainly use and enjoy.
  • Can audiences even be interested in the woking platform? Will viewers even be interested in the platform? While a tech novice may not enjoy TikTok, a teenager might get bored on a platform such as Facebook. In fact , younger individuals prefer visual apps like TikTok and Instagram. While you want to pay attention to the level of versatility, you also should pay attention to exactly how your audience wants to consume media.
  • What type of content or post could we all use to promote our brand on the platform? You should always make a plan of action when considering or launching a social platform. If you can’t come up with any kind of interesting ways to market your particular product on a niche platform, you might want to hold off on making an account. On the other hand, experimenting with different posting strategies could allow your brand to look innovative and cool to the platform’s audience.

Should you follow the social media styles of 2021?

Consumer habits changes quickly in the digital space, and businesses that adapt to social media trends could see success. If you monitor this kind of marketing research and tailor it to your audience, you can craft a good social media plan that drives awareness and shows your brand in a creative light.

Remember, every trend won’t work to achieve your goals, so don’t venture into this particular new social media landscape without the most up to date data. We have done the heavy raising for you in the 2020 Marketing Trends research report. The information inside is sourced through more of the experts you’ve noticed from in this article and will assist you to introduce the next big moment on your social media platforms.

Editor’s note: This post had been originally published in July 2019 and has been up-to-date for comprehensiveness.

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