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Emerging Platforms and Technology

Girl using a new technology platform

Staying ahead of the curve is crucial for businesses seeking to connect with their audience in innovative ways. As new social media platforms and technologies continue to emerge, the question arises: How does a business discern which ones are worth incorporating into their marketing strategy? This article explores the latest trends in social media and technology and provides insights on how businesses can determine if these innovations align with their marketing objectives.

The Rise of Emerging Social Media Platforms

1. Threads

Threads launched in mid-2023 to compete with X (formerly known as Twitter) and has seen 120% growth. Owned by Meta, its integration with Instagram led to an overwhelming adoption within 10 days of its launch. Embedding a Threads post to Instagram is seamless, generating more usage on the new app.

2. BeReal

While other social media platforms are filled with overly-filtered photos and superficial posts, BeReal offers users a chance to showcase their life in the moment. The photo-sharing app sends you a notification randomly, giving you a chance to post an authentic photo of yourself and your surroundings in real time. No filters, no staged scene, just a genuine glimpse into your daily life.

3. Discord

Discord is an instant messaging social platform used for text messaging, sharing media and files, video calls, and more. Communication can be private or take place in virtual communicaties. Discord launched in 2015 and has maintained popularity with online gamers. In 2018, Microsoft announced it would allow Discord to connect with Xbox live, gaining more traction for the already popular app.

4. Twitch

Twitch is a live streaming service that primarily focuses on video game live streaming, esports broadcasts of competitions, and more. Twitch has the option to subscribe to users, accept donations through monetized channels, and provides other streaming tools. Twitch is a subsidiary of Amazon and has gained popularity in recent years.

5. Instagram

Instagram is the social media platform expected to grow the most in 2024 due to its most accurate algoithm. This platforms offers brands the most potential for growth.

6. Clubhouse

Clubhouse, an audio-based social platform, has gained traction for its unique approach to communication. Businesses exploring thought leadership and industry discussions might find value in Clubhouse's intimate, real-time conversations. If your target audience engages in conversations around niche topics, Clubhouse could be a platform to explore.

7. TikTok

TikTok's explosive growth among younger audiences has turned it into a content powerhouse. Short-form video used by businesses with visually appealing and creative products or services can leverage TikTok to reach a vast and engaged user base. If your brand's identity aligns with the platform's energetic and playful atmosphere, TikTok might be a valuable addition to your marketing mix. TikTok has shown no signs of slowing down.

8. LinkedIn

While not new, LinkedIn continues to evolve as a powerful platform for B2B marketing. With features like LinkedIn Live and LinkedIn Stories, the platform offers diverse ways to engage a professional audience. If your business targets other businesses or professionals, LinkedIn's evolving features could enhance your brand's visibility and authority.

Technological Advancements Shaping Marketing

1. Augmented Reality (AR) and Virtual Reality (VR)

AR and VR technologies are transforming the way users interact with content. Businesses in industries like fashion, beauty, or real estate can use AR to provide virtual try-ons or immersive experiences. If your products or services can benefit from enhanced visualization, exploring AR and VR technologies might set your brand apart.

2. Interactive Content

Interactive content, such as polls, quizzes, and interactive videos, is gaining popularity. Businesses looking to boost engagement and gather valuable insights from their audience can benefit from incorporating interactive elements into their content strategy. If customer engagement is a priority, exploring interactive content could be a strategic move.

How to Determine if Your Business Needs to Adapt to New Platforms and Technology

1. Understand Your Audience

Start by understanding your target audience. Where do they spend their time online? What platforms do they engage with? Aligning with the platforms your audience prefers ensures that your marketing efforts are reaching the right people.

2. Evaluate Industry Relevance

Consider the nature of your business and industry. Some platforms may be better suited for certain sectors. Research how competitors or industry leaders are using emerging platforms and technologies to stay informed about potential opportunities.

3. Assess Brand Identity and Values

Ensure that the platform aligns with your brand identity and values. Each social media platform has its own culture and tone. Choose platforms that resonate with your brand's personality to maintain authenticity in your marketing efforts.

4. Analyze Resources and Capabilities

Assess your team's resources and capabilities. Can your team effectively create content for a new platform? Do you have the technical expertise to implement new technologies? Consider the practical aspects of integrating these innovations into your marketing strategy.

5. Set Clear Objectives

Clearly define your marketing objectives. Are you looking to increase brand awareness, drive sales, or foster community engagement? Understanding your goals will help you evaluate whether a particular platform or technology aligns with your business objectives.


In the dynamic landscape of social media and technology, businesses must approach emerging platforms and technologies strategically. By understanding their audience, assessing industry relevance, aligning with brand identity, analyzing resources, and setting clear objectives, businesses can make informed decisions about whether to embrace the latest trends. The key is not to chase every new platform but to identify those that complement your brand, resonate with your audience, and contribute meaningfully to your marketing goals. As you navigate the social media frontier, let strategic intent guide your exploration and experimentation.


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