"Social media has now been around long enough to know it can be an extremely powerful marketing channel, notably for lower-funnel advertisers. Even in the face of eroded signals on what gets them to click.So the timing is right to understand social platforms from a 2.0 point of view - at least that's the thinking behind Gale agency's research work into what it considers "emerging media." And what it found is that the more a platform can deliver the feeling and growth of community, the more success brands can have marketing on that platform."
""There's a huge amount of value in like audience insights from Reddit," said Ben James, Gale's chief innovation officer. "Marketers sometimes are even known to launch programs in other spaces, and then to measure the quality of their impact by how are people talking about it on Reddit. ... This study that we did is meant to create the confidence for clients to believe in these emerging media spaces as proven grounds to reach people and convert them into customers.""
"The report essentially found that brands need to assess such elements as platform momentum, ability to capture and hold attention and the ability to establish trust."
Social media remains an extremely powerful marketing channel, especially for lower-funnel advertisers, even as signals about what drives clicks erode. Research surveying more than 1,200 U.S. consumers evaluated relationships with traditional and emerging media. Platforms that foster community feeling and growth produce stronger marketing outcomes by enabling deeper attention, trust, and word-of-mouth amplification. Brands should assess platform momentum, attention-capture ability, and trust-building capacity when selecting channels. Community-centric spaces deliver best on those attributes and allow brands to connect with authoritative voices such as subreddit moderators or Discord server hosts to convert interest into customers.
Read at Digiday
Unable to calculate read time
Collection
[
|
...
]