Emerging Platforms on Social Media

social media platforms for public relations marketing

From Facebook to Twitter to Snapchat, brands now have more ways than ever before to connect with their target audiences. With hundreds of apps being launched everyday, determining the inherent business value of emergent social media platforms is not only difficult, but can also be time consuming for marketers. However, before marketers begin to jump to the next new social media platform, they should do their research and have a clear understanding of their target audiences’ wants, needs, and preferred modes of communication to determine if the platform they want to adopt is the right fit for their business objectives. Given consumers’ growing demand for personal interaction with brands and influencers; and increased interest in real-time promotions and offers, marketers must look for new social apps that encourage consumers’ always connected lifestyles. For many years, savvy marketers have been using Facebook and Twitter to connect with their target audiences. While these social networks are still immensely popular and have multiple demographic appeal, there are signs that younger consumers (particularly millennials and Gen Z teens) are abandoning Facebook and moving to emergent social media platforms such as Snapchat and Kik.

Snapchat: The Rise of Ephemeral Media

Snapchat is one of many photo and video messaging apps that was launched in September 2011, but what truly sets this emergent platform apart from other social networks is that the content that is exchanged on Snapchat is impermanent. Unlike on Facebook and Twitter where photos, videos, and posts are searchable for months and even years back on a user’s feed, on Snapchat, content only lives between 1 to 10 seconds before it disappears. As of May 2015, this emergent social media platform has over 100 million daily active users. The app is quickly gaining popularity among millennial and Gen Z demographics; 30% of Snapchatters are millennial internet users who check the app regularly for updates. For marketers who are looking to reach and engage younger consumers, Snapchat is a great platform to explore. Since content is ephemeral, millennial and Gen Z audiences are attracted to the app even more because of the FOMO (‘fear of missing out’) phenomenon where users feel like they should be checking what’s going on so they don’t miss anything that’s happening. Also, since consumers want more personalized experiences, marketers can take advantage of the one-to-one nature of the platform to target users with more relevant, interest-matched promos and offers. Snapchat also offers Snapcash, a peer-to-peer money exchange option, but because of the multiple times the app has been hacked, few Snapchatters trust this feature.

So what should marketers know before jumping on the Snapchat bandwagon?

Brands should have a clear understanding of their target demographics’ preferences, interests, and preferred form of communication. They should also have a focused goal that isn’t too broad or ambitious in nature. For instance, brands can use Snapchat to share previews of upcoming collections, make announcements, recruit brand advocates, offer limited time promotions, and more. While there are several brands that are effectively using Snapchat to market to exclusive audiences, it’s exciting to see how marketers will find new ways to optimize real-time, personalized interactions with their followers.

Kik: An Untapped Mobile Messaging App for Marketers

Like Snapchat, Kik is changing the way brands reach and engage consumers. While it may be difficult to get started on these emergent platforms, marketers who spend the time and energy exploring the possibilities offered by real-time interactions are discovering enormous opportunities. Gradually, innovative marketers are integrating Kik (a chat-based app that allows users to share video, images, and more) into their overall social media marketing efforts. As of February 2016, Kik messenger has over 275 million users, of which 50% share content daily. Kik is quickly gaining popularity among younger consumers; over 40% of U.S. Gen Z teens and millennials already use the Kik app. What’s more is that since November 2014, 6.5 million users are following a brand on Kik, revealing the underused nature of the social media platform. As Kik gains more active users, it’s only a matter of time before creative marketers learn how to make their brand experience feel more personalized to each user. In a world where customers want personalization, brands that want to successfully reach younger audiences and build followings will focus on mobile messaging and the interactive nature of the platform to increase their reach and engagement.

Always be Connected to Target Audiences Across All Devices

While there are a wide range of predictions regarding the future of social media marketing, one of the most effective ways brands can stay abreast of consumers’ wants and needs is to expand and diversify their social presence. As consumers increasingly demand more personalized user experiences, clever marketers can take advantage of real-time messaging apps such as Snapchat and Kik to meet the growing ‘always connected’ mentality that is spreading across virtually every demographic. Lets chat today on your Social Media PR needs!

Written by

Ronn Torossian

Ronn Torossian is Founder and Chairman of 5W , the AI Communications Firm. He founded 5W in 2003 and built it into one of the largest independent public relations and digital marketing firms in the United States, with senior practitioners serving corporate communications , consumer brands , technology , financial services , health and wellness , beauty , gaming , crisis communications , and public affairs . Under his leadership, 5W defined AI Communications, building brand authority across ChatGPT , Claude , Perplexity , Gemini , and Google AI Overviews, alongside earned media, digital, GEO, and influencer channels. Industry Recognition 5W has been recognized as a top U.S. PR agency by O’Dwyer’s , Agency of the Year in the American Business Awards , Grand Stevie Most Honored PR Agency, a Ragan Top Place to Work in Communications 2026, Digiday WorkLife Employer of the Year, and a PRovoke Top 50 Global PR Agency. Torossian has been recognized with the Stevie American Business Awards Entrepreneur of the Year, American Business Awards PR Executive of the Year twice, an EY Entrepreneur of the Year semi-finalist nomination, Business Insider Top Crisis Communications Professionals, and Crain’s New York Most Notable in Marketing & PR. Research Franchise 5W’s research franchise has become an industry reference for measuring brand visibility inside AI-generated answers, including the AI Visibility Index Series , The GEO Reckoning , The Missing Rung Report, and the 5W AI Power User Study , which identified a 99-point AI favorability gap. Crisis Communications Torossian is one of the world’s foremost crisis communications experts. He has counseled blue chip companies, public company boards, founders, and public figures through ransomware incidents, data breaches, regulatory investigations, high-stakes litigation, activist investors, product recalls, and reputational crises. He has taught crisis communications at Harvard University . Media & Commentary Torossian appears on CNN and CNBC . He is a contributing columnist for Forbes and the New York Observer , his writing on AI communications and brand reputation is published on his personal site, and his commentary has appeared in the Wall Street Journal , Entrepreneur , Adweek , PRWeek , and O’Dwyer’s . Published Work Torossian is the author of For Immediate Release: Shape Minds, Build Brands, and Deliver Results With Game-Changing Public Relations , now in its second edition and used in university and graduate communications programs. He continues that commentary on his own publishing platform , where he writes about reputation, crisis, and AI-mediated discovery. Owner and Publisher, Everything-PR Network Torossian is owner and publisher of the Everything-PR Network , an independent intelligence platform covering public relations, marketing, AI communications, and adjacent industries across 30 publications. Everything-PR is editorially independent from 5W, with published editorial standards and ethics standards . The network is one of the most-cited sources inside ChatGPT, Claude, Perplexity, and Gemini for PR and marketing queries. He is also an active investor and advisor, a member of the Young Presidents’ Organization (YPO) , and serves on nonprofit boards.

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