If you’re in tech PR, you try to know a lot about every social media platform. You have to — either for research, to promote clients, for personal branding, or to connect with journalists. Still, it’s a challenge to keep up with the latest social sites and services, because every day brings something new. With that in mind, here are three up-and-coming social media platforms tech PR pros need to know and use in 2019.
The Atlantic’s Taylor Lorenz has an excellent explainer on TikTok, so check that out. But, in a nutshell TikTok is a short-form video social network for Gen Z. Users post 15-second clips and the content ranges from vlogs to (mostly) musical performances to brain teasers, and beyond. I’ve seen everything on TikTok (follow me at @bravacadotoast). The content is hilarious and weird. For tech PR pros, TikTok is an opportunity to research content preferences among younger audiences and identify nascent memes that could be useful for marketing campaigns. For tech brands interested in a unique marketing channel, it’s also ripe with potential. TikTok campaigns have built-in PR value simply because the platform is sexy right now. Take advantage.
Imgur is a personal favorite. Look at the site. It looks like someone vomited memes on a page. That’s what makes it great. It’s an image and photo hosting and sharing site that has actually been around for 10 years. At one point it was a platform for image hosting, and the social piece grew out of that years later, popularized through Reddit. According to SimilarWeb, Imgur gets 500 million monthly visits. It’s insanely popular and a great place for tech PR pros and brands to research memes, get inspired by content and understand what young men in particular are thinking. From the always incredible Kerry Flynn: “More than 80 percent of users are male, and more than 50 percent are millennial male.” As a more tactical use case, it can host press images for you if you’re in a bind. But make sure to only use it to host something you are okay with being public.
Launched three years ago, Houseparty is another video-powered social network, but with a different use case. I like Business Insider’s description of it as “a group video-chat app most easily described as FaceTime but with more people.” Users are typically in the early 20s, so they’re a bit older than TikTok. While its popularity has stalled a little as wealthier competitors like Snapchat and Facebook have taken it on as competitors, the user numbers are still impressive. Today Houseparty says 20 million people spend an hour on the service every day. That’s a captivated and engaged audience that tech PR brands — particularly on the consumer side — can potentially connect with through influencer marketing or even sponsored chats. Tech PR pros need to use the service to identify opportunities and guide clients who want unique activations.
What sites did I miss? Let me know on Twitter at @chrisharihar.