We are already just over halfway through the year, and it’s fair to say that quite a lot has gone on so far. But as we head into the fourth quarter of 2021, there’s one thing that all build-to-rent marketers should think about: new social media apps.
That’s right; it’s all about using social media to increase your reach and appeal to more renters. Sure, Facebook, Twitter, and Instagram are important platforms for building and interacting with audiences. But it doesn’t hurt to look at options alongside those and potentially get ahead of trends – or catch up with them in some cases (after all, Natwest are only now launching an instagram page)
While not all the social media apps on our list were built in 2021, they do hold relevance – whether 2021 is the year their user base grew or something specific happened to put it back in the limelight. Read on and find out which new social media apps made our list and can help you attract more renters to your Build-to-Rent community. .
The obvious one: TikTok
We won’t pretend that we’ve just discovered TikTok. But if your brand doesn’t have a social media marketing plan that incorporates the latest social media craze, then you might need to rethink your strategy.
During the lockdown, TikTok grew exponentially and gained loads of new fans. It’s a big hit with Generation Z (a growing renter demographic) and has more than 800 million users worldwide. Brands are really embracing TikTok now, using it as a platform to show off a lighter side of their personality.
The organic one: Vero
Offering an alternative to Facebook and Instagram, Vero is a photo-sharing app built on a model that doesn’t have any ads or algorithms. That means it’s entirely organic, which appeals to a significant number of social media users who are getting bored of suggested posts on their timeline.
Even though the app launched in 2015, it’s only now (amongst the growing privacy concerns on social media apps) that Vero is enjoying plenty of exposure. It uses a subscription model, which may put off some. However, there are benefits, with subscribers potentially acting as high-level leads–plus it’s photo-first element allows you to really showcase your communities.
Brands on Vero can feel confident that they’re building a more defined audience, one that has already shown a willingness to spend money for the right quality of service. With 500,000 users joining the platform in just 25 hours in 2018, Vero is using this year to make a mark in the world of social media.
The less intrusive one: Telegram
Slowly but steadily, Telegram continues to gain traction. The strong security measures in places make it an attractive option for those concerned about privacy matters. Users on Telegram enjoy encrypted and self-destructive messages, as well as a completely free service without ads.
Brands are using it as a place to broadcast to their audiences, and it’s a great way for you to keep those interested in your Build-to-Rent communities up to date with all the latest going ons. Telegram is a great way to reach renters alongside the other social media options out there.
The TV-like one: Caffeine
Created by ex-Apple employees, Caffeine encourages you to broadcast live for friends and followers. Build-to-Rent brands can get in on the act, too, using it as a place to broadcast to audiences without any of the noise that comes with Instagram and Facebook broadcasts.
This is an app that holds huge appeal with Gen Z and provides you with the chance to be early adopters on the platform and find a niche market where you can showcase the best of your units.
The outsider: Tumblr
Ok, so Tumblr is anything but new. Yet, in 2021, it continues to evolve into a vibrant platform. A place for blog articles and memes, Tumblor’s audiences are hyper-focused and therefore dedicated to the accounts they follow.
A new owner purchased the platform in 2019, injecting fresh life into an app that is often regarded as the last bastion of friendly social internet. If you’re looking to do something a little different in 2021, Tumblr could provide the perfect platform.
Its obvious use is blog posts, creating interesting articles, and building a local community of Tumblr followers. At its best, Tumblr is a tribal social media platform. Getting traction there could prove to be a masterstroke in your Build-to-Rent marketing plan.
2021 and beyond
If you’re wondering about some of the new social media apps that are gaining steam in 2021, now you should have a good grasp of what is worth trying. We don’t know what 2022 holds in the world of apps just yet, but the entries on our list give you the opportunity to grow an audience away from some of the largest, more broad platforms.