1、Gartner for MarketersPublished 25 June 2019 ID G00388746 2023 Gartner,Inc.and/or its affiliates.All rights reserved.CM_I_824538To Reach the Most Brand-Engaged Consumers on Social,Invest Beyond the“Big 3”NetworksEvaluating potential social platform investments by levels of participation helps markete

2、rs identify opportunities for their messages to be heard more clearly and receptively.Savvy social media marketers diversify their brand presence beyond Facebook,Instagram and YouTube.To Reach the Most Brand-Engaged Consumers on Social,Invest Beyond the“Big 3”NetworksGartner for Marketers GML Gartne

3、r_inc Challenges Marketing leaders see smaller social networks as unfamiliar,unproven territory.Lack of experience,data and insight into consumer behaviors across smaller platforms makes marketers hesitant about which additional networks to enlist to accomplish their social goals.Marketers know that

4、 distinct groups of consumers flock to smaller social platforms,but they dont know who does that,or why.Learning the answers requires substantial effort and research that many marketers arent certain they should invest in.RecommendationsMarketing leaders responsible for social media marketing:Determ

5、ine what new platform territory to pursue by uncovering where their brands social strategy aligns with consumers degree of platform and brand engagement on smaller social networks.Deeply investigate the way their target consumers social media habits on smaller platforms differ from their experiences

6、 on the biggest platforms,especially when targeting Gen Z or multicultural consumers.To Reach the Most Brand-Engaged Consumers on Social,Invest Beyond the“Big 3”NetworksGartner for Marketers GML Gartner_inc The average consumer uses four social media platforms.Seven in 10 log on to social media a le