5. Meet your audience where they hang out

[shaownhasan]

Network fragmentation is changing the social media landscape. In the old days, brands had around four to five networks to track. Today, young consumers are flocking to various niche, community-driven social media spaces.

A lot of these up-and-comers aren’t aiming for broad appeal. botim data Many, like BeReal, are attempting to shift focus back to the “social” element of social media.

Closed communities, like Discord or Fizz, create members-only spaces that encourage open dialogue and connection.
Vertical networks—like Strava for runners or Letterboxd for film enthusiasts—cater to the interests of hyper-specific, interest-based communities.
Starting a new social media account isn’t something to take lightly. A lot of work goes into establishing and maintaining an online presence. As you vet social media newcomers for a potential brand fit, investigate how well it aligns with your target audience and goals.

6. Amplify your brand’s beliefs and values
According to The Sprout Social Index™ 2022, 73% of Gen Z consumers think it’s important for brands to raise awareness and take a stand on sensitive issues. It’s not enough to share a basic message of solidarity. If you want your content to resonate, it needs to be timely, inclusive and sincere.

The San Jose Sharks did this masterfully in March 2023, in honor of the team’s annual Pride Night. Instead of their usual gametime content, they opted to share important information and facts about LGBTQIA+ topics.