Overlooked Side of Social

While TikTok and Instagram may dominate brand buzz, they're not the only social media players worthy of your 2024 roadmap. In this first installment of our two-part series, we’ll explore underrated features of major channels that can elevate your strategy and unlock fresh opportunities for meaningful connections. Stay tuned for part two, where we’ll dive into how smaller, niche channels are cultivating highly-engaged communities around specific interests and passions.

Pinterest: The Predictive Shopping Powerhouse

What was once a digital moodboard has evolved into a shopping juggernaut with nearly 500 million monthly trendspotters seeking inspo and planning purchases. Over half of its audience views Pinterest as a bonafide shopping destination, driven by a 50% spike in shoppable pin engagement. But its real superpower? An uncanny 80% accuracy in forecasting consumer trends the past four years.

Pinterest is doubling down on its psychic shopping abilities with innovative moves like:

Digital trends to IRL sales: Catch them online, then catch them offline. Pinterest’s pop-up shops, online store, and live event activations, turn virtual inspiration into tangible sales.

Smart ads meet smart shopping: New Google ad integrations transform casual browsing into serious buying, enhancing how pinners shop inside the platform.

Inclusive inspiration: AI filters tailor feeds based on attributes like skin tone and body type – striking a chord with their 40% Gen Z audience. Algorithms prioritize “non-engagement signals” to personalize per user preferences.

Brand opportunity: As a visual discovery engine at the nexus of inspiration and intent, activate on Pinterest to forge meaningful connections that inspire desire and drive purchases.

Monitor in real-time: Monitor Pinterest Trends for real-time updates on popular topics, keywords, and aesthetics. Tap into their 2024 trend report to innovate and connect with audiences in fresh, meaningful ways.

Spark inspiration: Create moodboards and Idea Pins that reflect your brand’s take on trending aesthetics, from rising subcultures to up-and-coming influences. Crowdsource content and spark conversations by running user-generated contests.

Encourage AI-enhanced shopping: Leverage AI’s personalized recommendations for hyper-targeted product ads and tailored shopping experiences.

YouTube: All-in-one Streaming Giant

Gen Z's enthusiasm for long-form videos highlights a shift towards more immersive, horizontal formats. As younger generations increasingly turn to social media for search and demand greater transparency, YouTube has become the most-used and trusted platform for Gen Z, with over 80% of them spending their time on the app. This cements YouTube’s "cool" status among Gen Z and Millennials, making it a prime destination for diverse content consumption.

YouTube’s evolution as all-in-one, multi-generational streaming hub includes:

Tuning in real-time: Dethroning Netflix as America's #1 TV streaming platform with over 1 billion hours of daily viewership, YouTube TV’s growth is fueled by strategic partnerships, like the NFL, making live sports a major attraction. Features like multiview functionality and vertical live streams in Shorts further enrich the live viewing experience.

From entertainers to entrepreneurs: Top creators are witnessing a meteoric 400% surge in TV watchtime. Shopping interactions skyrocketed 188%, with the "Clips Library" enabling creators to refine content with precise audience insights.

Micro moments, major impact: With Shorts racking up over 70 billion daily views, it's become a launchpad for creators - over 25% are now earning through this viral format. Brands are snacking on short-form to inspire purchases, while YouTube unveils "YouTube Select Shorts" for targeted ads in popular verticals.

YouTube’s ADvantage: The majority of Gen Z teens not only watch but also recall YouTube ad campaigns. With its massive reach and premium content, YouTube offers a cost-effective TV ad solution. Powered by Google AI, tools like multilingual voiceovers optimize ads across various platforms.

Brand opportunity: Foster highly engaged communities, primed for content immersion, interaction, and conversion, such as:

Feed the content machine: Tap into users' hunger for visual content by creating bingeable episodic series about your products and collaborating with creators to integrate your brand seamlessly into TV-optimized or Shorts content.

Go live, get real: Host live events, product launches, Q&A sessions, and BTS on Shorts/YouTube TV to build and engage loyal fanbases.

Maximize ad impact: Leverage YouTube's advanced analytics and AI to customize ads based on audience preferences and behaviors. For high-impact campaigns, consider YouTube TV ads to capitalize on TV streaming habits and live event viewership at scale.

Snapchat: Anti-Social Media Platform

Snapchat is repositioning itself as the antidote to social media fatigue by returning to the original vision of social media platforms: fostering genuine connections and sharing life’s moments with people who matter. With 800 million monthly active users in 2024 and improved ad analytics, their rebrand as a healthier, low-pressure alternative is attracting users and brands alike, offering a unique narrative in the crowded social space.

Snapchat's resurgence is rooted in its appeal to Gen Z, known for setting cultural trends. The platform continues to meet Gen Z’s preferences, such as:

More control: Snapchat experiments with enabling users to save conversations indefinitely, akin to SMS messages. This pivots the app towards a communication platform, granting Gen Z greater freedom – including the ability to create and share longer videos.

Low-stakes creativity: Immersive AR lenses, templates, filters, and Spotlight Challenges empower uninhibited self-expression within a supportive community.

Brand opportunity: Activate on Snapchat to bring a fun, youthful side to connect with Gen Z and Alpha, such as:

Innovate with AR: Engage audiences personally through branded AR lenses that seamlessly integrate your brand into everyday experiences and consumer mindshare. Collaborate with influential Snapchatters to amplify your reach.

Unlock creative storytelling: Produce entertaining, episodic Spotlight content that subtly showcases your brand persona.

Sources

Pinterest: Yahoo Finance, Forbes, AdWeek, Pinterest, Forbes, Pinterest, Social Media Today, Search Engine Land, Business of Fashion, Pinterest, Social Media Today, Wired, Social Media Today, Pinterest, Pinterest

YouTube: NewscastStudio, The Verge, Axios, AdAge, Business Insider, Later, Axios, TechCrunch, Tubefilter, Morning Consult Pro, The Verge, Music Ally, TechCrunch, Social Media Today, Social Media Today, YouTube, Digiday, Google, Search Engine Land, Google, Google, Hybrid, Social Media Today

Snapchat: Social Media Today, Digiday, Social Media Today, Social Media Today, Social Media Today, eMarketer, Axios, Snapchat, Social Media Today