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How to Use 'Alternative' Social Networks in Your Marketing Strategy

by Mark Mars  |  
February 9, 2015

Many businesses concentrate their social media marketing on the three most-used platforms: Twitter, Facebook, and LinkedIn.

However, if you're one of those businesses, you may be missing some tricks by not harnessing the potential of other social networks.

This article will highlight five alternative options that may help to support your marketing strategy.

1. Tumblr

Often, brands dismiss blogging site Tumblr for not being corporate enough, or being under the radar. But it now contains 217 million blogs and 99 billion posts. The network is most popular with 18-29-year-olds, with 66% of all visitors under the age of 35, and 39% under age 25, as of a year ago; and, among 13-25-year-olds, Tumblr is more popular than Facebook.

If brands are to be successful on this platform, they need to understand their audience, including the language that audience uses. Understanding one's audience is a marketing strategy that has been around for many decades, yet it is often forgotten when creating social updates. Tumblr has a cool edge to it that Facebook and Twitter shook off years ago, so do your research before you create a blog for your business on Tumblr. When attempting to mimic your audience's language—be engaging, not offensive.

As for Tumblr's functionality, you can post literally any form of media you want—from plain text to audio, video, and photos. If you write something compelling for your followers, they may repurpose it or reference it in their own Tumblr blog, increasing the longevity of the post and the engagement with it, thus making it both a content marketing tool and a listening and interaction tool.

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Mark Mars is the managing director of Perceptive Flow, a full-service digital agency based in Reading, in the UK.

Twitter: @_markmars

LinkedIn: Mark Mars

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