New social media?

People are spending more and more time online. Their content consumption needs are also changing. Therefore, new platforms are also emerging that are gaining popularity and become a place for the development of creativity, communication and, of course, advertising.

TikTok is a good example. It quickly won the hearts of the younger generation of users, but also slightly older recipients. Short, dynamic videos have become popular, engaging and capturing the attention of millions of people around the world.

Creativity and originality are key here – users have little time to convince recipients of their content. The ubiquitous popularity of TikTok has become a great opportunity for companies that use this trend to create advertising materials with a short duration but intense impact.

Snapchat, on the other hand, has introduced short-term communication to the world of social media. With photos and videos disappearing after a certain period of time, the platform has become attractive to a younger audience. It's also an opportunity for advertisers who create ephemeral ads that expire after a short period of time, creating a sense of exclusivity for the content.

In the light of new media, the concept of "influencer" is gaining importance. Content creators on platforms such as Twitch or YouTube attract crowds of fans and become authorities in their fields. It is also an opportunity for advertisers who can benefit from their popularity by collaborating on the creation of sponsored content. Such materials are more natural and convincing because they are based on the authentic character of the influencer. Advertising tools on these platforms are also evolving. Sponsored posts, ads in live broadcasts or stories give you the opportunity to reach specific groups of recipients. There is also an option to accurately target ads, based on the interests and behavior of users. Thanks to this, they reach those who are more inclined to interact.

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What do social media give – TikTok

TikTok, as one of the newest and fastest growing social media, offers unique opportunities in the field of advertising. The platform, based on short videos, has become a space for creative expression and fast communication, which attracts millions of users, especially the younger age group. Advertising tools on TikTok are developing at a pace as fast as the popularity of the platform itself. There are different ad formats available for advertisers that they can place in different places.

First of all, these are sponsored posts, i.e. short advertising films. They are displayed in the stream of users' videos, among materials from people who follow and other content tossed to them by the algorithm. It's an effective way to reach your audience, especially if your ad is original and engaging. Advertising forms on TikTok are dynamic and creative. In addition to sponsored posts, it is possible to use the so-called Hashtag Challenge, i.e. challenges related to a given hashtag. Advertisers can encourage users to create their videos on a given topic, which creates an interactive and engaging campaign. There is also a TopView option, where the video ad appears first after entering the platform.

The effectiveness of advertising on TikTok is visible in the successes of various brands. Short and creative videos can grab users' attention and evoke positive emotions. However, the key to success is to match the content to the specifics of the platform and to the expectations and interests of a young group of recipients.

TikTok allows you to accurately define your target audience, albeit in a somewhat limited way compared to other platforms. Advertisers can choose between age and gender, as well as include geographic data.

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What do social media give – Snapchat

Snapchat, a platform based on disappearing content, has brought a new dynamic to the world of social media. With photos and videos that only show for a limited time, it has become a space for authentic self-expression and the creation of short-term relationships. It is a place offering innovative opportunities in the field of advertising, engaging the audience in an unusual way.

Snapchat's advertising tools are tailored to the unique nature of the platform. Advertisers can use a variety of ad formats, such as Snap Ads, that appear in users' stories.

These short, interstitial ads can be connected to interactive features, such as adding a link to a content, which allows users to be directly redirected to a website or app. It looks similar in Instagram stories. One of the characteristic forms of advertising on Snapchat are the so-called filters and lenses of augmented reality (AR). These are creative tools that allow you to create interactive elements overlaid on the image of the real world. Advertisers can create filters or lenses that users can use in their photos or videos.

The effectiveness of Snapcht ads has been evident in various brand campaigns, especially those looking to reach a younger audience. Short-lived and creative ads can stand out among other content on the platform. However, it is important to adapt the content to the communication style of users typical of the application.

Snapchat offers various targeting options such as age, gender, location, and interests. This allows advertisers to focus on specific groups that are more likely to interact with their ads. It is also worth paying attention to the characteristics of users, who often focus on relationships and communication with their friends, which can affect the content of the ad.

What Social Media Gives – Twitch

Twitch is a streaming platform focused on live streaming. It has become an extremely important place for lovers of video games and entertainment-related content. However, not only games attract the attention of users. Advertising on Twitch gives you unique opportunities to reach a specific audience. Twitch advertising tools are tailored to the nature of the platform. Advertisers can therefore use various advertising formats, such as preroll ads, or midroll ads. The latter are broadcast during breaks planned by the creator and allow you to reach the audience at the time when it is most engaged.

Another interesting advertising tool on Twitch are the so-called panel ads, i.e. banners displayed next to the broadcast or on the streamer's profile page. It's an effective way to promote products or services in the context of streamer's content, which can be more natural and convincing for viewers. The effectiveness of ads on Twitch depends on how they are presented. On the platform, the community values authenticity and transparency, so ads need to be tailored to that culture.

Determining your target audience on Twitch is based on the interests and preferences of your viewers. The platform allows you to select the categories of content that the user watches, which allows advertisers to reach people who are interested in a specific field. Twitch is particularly appealing to brands related to gaming, technology, esports, and online entertainment. The dynamic development of new social media, such as TikTok, Snapchat and Twitch, opens up new perspectives in the field of advertising and communication with users. Short, creative content, challenges and interactive live streams create new ways to engage audiences and build relationships with brands. Skillful use of the potential of these platforms is becoming crucial today for success in promoting your brand.