New Social Mobile Platforms Competing for Ad Money

Just when you think you’ve figured out the social media world for your clients, everything changes. Facebook still mobileapprules in terms of  social ad dollars but marketers are hearing the buzz about new social mobile platforms that are attracting the attention of some valuable demographic groups, especially younger consumers. Garett Sloane recently compiled a list of the new mobile platforms for Adweek and looked into whether marketers should be shifting some of their budgets away from the older players like Facebook.

Forrester Research is also tracking new developments in the social media world and cautions that “these new networks are primarily peer-​to-​peer communication platforms where consumers expect relevant and entertaining content—not ads.” Hmmm. That sounds quite a lot like the concerns analysts voiced when Facebook first explored funding its operations with ad money a few years ago.

Sloane assigns relatively high brand-​friendliness scores to the following new players on the social scene:

  • Snapchat has become a favorite destination for younger consumers who don’t want their photos or other content to last more than a few seconds. The platform is definitely brand-​friendly but the challenge for marketers will be to develop messages or connections with users that will make a big impact in a short period of time.
  • Tango is a competitor in the voice calling, text messaging and video sharing market. With 100 million users and $87 million in venture money, the service also appeals to users with its game offerings.
  • Kik, Line, WeChat – The over-​the-​top messenger services originated in the mobile space and are all about facilitating communication – especially texting. This form of communication resonates with younger audiences. In addition, analysts say that WeChat is a good tool for existing brands who can connect with a ‘strong, closed intimate social circle.’ The company is offering tools that brands can use to build relationships with its followers.

These are just a few of the new competitors in this space. Have you been encouraging your clients to explore advertising on any of these services? If so, have you been happy with the outcome?

Kathy Crosett
Kathy is the Vice President of Research for SalesFuel. She holds a Masters in Business Administration from the University of Vermont and oversees a staff of researchers, writers and content providers for SalesFuel. Previously, she was co-​owner of several small businesses in the health care services sector.