THERE IS VALUE IN DIVERSIFYING SOCIAL CHANNELS
They can help brands overcome scalability issues, provide testing opportunities, and open the door to new content formats. But making the decision whether to invest time and budget in these channels can be complicated and nuanced. R+K has created this decision tree exercise to help brands determine whether investing in social channels besides Instagram and Facebook makes sense for them.
Should my brand invest in social channels besides Facebook and Instagram?

QUESTION 4
Are you able to effectively target your desired audience on this channel?
YouTube, Facebook, Instagram, TikTok, and X/Twitter have the strongest targeting capabilities. We recommend applying a secondary data source – either existing or purchased via an audience partner – to narrow in further on target audience. This generally requires additional budget.
The social media landscape is constantly evolving. Adding additional social channels might not make sense for your brand today, but it could in the future.
Read more about how to evaluate your social media marketing strategy in light of market trends in this blog post.
Investing in additional social channels seems logical for your brand.
If you’re ready to add social channels to your marketing mix, the first step is getting your organization on board. For tips, check out our blog post "Is It Time To Add New Social Channels? Here's What You Need To Know". Or if you feel ready to dive in, download our Social Channels Checklist.
