To Join a New Platform or Not to Join a New Platform
Fun Fact, I have most recently learned that when TikTok first became available to the general public, I was not the only one vehemently opposed to it. Recently, I have watched videos on the app from other people, including a few celebrities, that began this year with similar feelings to mine; They were joking about not ever using TikTok and being hesitant towards using the app, to now being viral or constantly using it. TikTok has become the most popularly used social media app of 2020. As a single party user, questioning the use of an app upon its introduction into society is less complicated, but when in charge of a company’s brand one must process the arrival of a new social media app with a different set of parameters.
The biggest questions that determine whether or not brands choose to join up and coming apps, centers around the app’s virality and around their customers. Without a doubt, you can guarantee that if a brand’s consumer base is heavily or increasingly becoming involved in a new app, that is exactly where the brand should invest some of its resources. That, of course, should go without saying. Where your audience is, is where your brand will be.
Furthermore, I think if you have an in-depth understanding of your target audience and their interests, one could argue that your brand should become involved with apps as soon as they feel comfortable. As stated by entrepreneur.com, “if you’re an early adopter of up-and-coming alternatives, your company could reap the biggest benefits.” The first to join an app become the quickest experts. If you’re an expert, your popularity increases. Thus, the reach of your brand expands.
The hesitancy with many in joining new apps, is that there are so many new apps on the horizon, one never knows which will actually remain around. For instance, we all remember Vine, YikTak, and Periscope; All were once popular in their time, but all failed at keeping up to date with their competition and were eventually lost to us.
While no brand desires to waste their time building up their profile on an app, as stated earlier, I believe being new on the scene of a new app has undeniable benefits. You’ll be in an excellent position to establish your brand firmly, “as well as position (yourselves) as thought leaders. What an important branding weapon. It is not only important to adopt early, but truly become proficient within the space the one now occupies.” Ultimately, if you notice the steadily growing popularity of an app, could envision your target audience enjoying an app, and feel as though the app differs from other apps in the way you can interact with other users, I wouldn’t delay my attempts to build a profile. Take a lead in establishing your following base and the creative ways the app can be used.
Now that I am on TikTok, I am building a following base, and slowly discovering that my following base won’t be primarily in my network of contacts. Rather, my page will need to appeal largely to an audience I don’t quite know. I’m studying other TikTok pages that are successful, but as my highest viewed video has 300 views, I definitely have a long way to go in growing it.
There is a new app called Vero, that I am looking into. It advertises itself as true social media, with the word Vero meaning truth in a few of the romantic languages. The app doesn’t use advertisements, and therefore doesn’t use algorithms to determine your interests so as to direct your feed. Ultimately, it means that they aren’t mining data from anyone in the way that Instagram and Facebook do; who are both apps that make money off of advertisements. Essentially, it functions as instagram does with no ads.
This is the most appealing component of the app, as it is comforting to know that posts will be seen in a first come, first serve manner. I often feel disappointed that Instagram and Facebook choose which posts I see. When I want to keep up with people I haven’t spoken with in a while, I have to specifically look them up and hope they have not deleted their account. I recently had a friend get married, change her last name and profile, and I literally couldn’t find her.
Overall, I like the fact that it doesn’t have ads, but I still do have my reservations. Having no ads begets the question, where does it make money? In a few articles I’ve read, there are talks that there might soon be a monthly subscription fee. In which case, I don’t foresee the app lasting very long up against subscription free powerhouse apps such as Instagram; at the very minimum, I will not be downloading the app under any circumstances unless someone pays my subscription fee. Furthermore, there have been several reviews of the app labeling it as sketchy due to occasional server failures, and rumors of illegal labor conditions.
Some argue that Vero’s bad publicity has been helpful in advertising the company, as it still continues to see growing numbers. Its advertising that it “redefines what social media should be”, and that is definitely an intriguing promise that would pique anyone’s interest. For me, however, I tend to gravitate towards entertainers, creators, and people proactive in bettering the world. Vero would need to prove to me that its company is functioning in ways that are not detrimental to its workers. Additionally, a monthly subscription would most likely keep my following base from downloading the app, and thus there would be no need for me to join. I will probably wait a little while more before deciding whether its reputation is growing in a positive manner.
