2023-07-10-Gartner-为了在社交网络上接触到最具品牌参与度的消费者_投资于_三大_网络之外（英）_15页_1mb

Summary of Gartner's Report: "To Reach the Most Brand-Engaged Consumers on Social, Invest Beyond the 'Big 3' Networks"

Key Insights

• Mainstream social platforms (e.g., Facebook, Instagram, YouTube) face declining consumer engagement due to privacy concerns, polarization, and algorithm changes.
• Investing in smaller, second-tier social platforms can help marketers reach highly engaged consumer groups who are more receptive to brand interactions.
• These platforms offer opportunities for targeted marketing, especially among Gen Z and multicultural consumers, who are more active and loyal on these networks.

Analysis Framework

• Platform Engagement and Brand Engagement: Two criteria categorize second-tier platforms into four quadrants:
  • Interact Quadrant: High engagement for both platforms and brands (e.g., Twitter, Snapchat), ideal for consumer interactions.
  • Connect Quadrant: High platform engagement but low brand engagement (e.g., Discord, Reddit), requiring careful brand integration.
  • Learn Quadrant: Low platform use but high brand engagement (e.g., Foursquare, Yelp), useful for location-based and recommendation-driven strategies.
  • Accomplish Quadrant: Low engagement overall (e.g., LinkedIn, Slack), with potential for growth in productivity-focused tasks.
• Consumer Behavior Data: Gen Z and multicultural consumers show higher engagement and loyalty on certain second-tier platforms, supporting diversification beyond the Big 3.

Recommendations

• Monitor and listen to platform dynamics before investing to avoid negative receptions.
• Tailor content to meet specific consumer expectations in key cohorts, such as Gen Z or minority groups.
• Use case examples, like Audi's Reddit AMA or AT&T's Discord integration, to effectively engage audiences.