Before joining a new social media platform, what is a critical question to ask?

Understanding the audience is fundamental when evaluating a new social media platform. Determining whether your target audience is present on the platform directly impacts the effectiveness and potential success of your marketing efforts. If an audience is already engaging on a specific platform, it opens up opportunities for tailored campaigns, interactions, and content that resonate well with them.

While considerations like integration with management software, trends in generational adoption, and unique functionalities of the platform are also important, they become secondary if the audience you wish to reach is not active there. Without an appropriate audience, the efforts on that platform will likely yield minimal results, regardless of how well the platform integrates with other tools or features it offers. Therefore, assessing audience presence ensures that resources are allocated efficiently and that marketing strategies align with where the audience is active.