Should you jump on the Ello bandwagon?

The answer lies in whether you’d be joining just to check off a box, or if the social media tool can really help you get your message to a receptive audience.

Ragan Insider Premium Content
Ragan Insider Content

For a brand, it’s different. You must choose intelligence over impulse to be successful. Dozens of companies jump on the “brandwagon” as soon as a new social site comes out, and forgo a strategic evaluation.

With countless social sites out there, the only way to be efficient yet successful on social is to make sure the new site aligns with your brand’s goals. Being on a site just to be there is, to put it bluntly, a big waste of time.

Whether it’s the hype of Ello or Snapchat’s social takeover, here are three things to consider before saddling up and jumping on the brandwagon.

1. Does the demographic match your target audience?

Running a quirky, disappearing campaign on Snapchat can be extremely fun and valuable, but only if it reaches your target audience. For Taco Bell, Snapchat is a no-brainer. The site’s teen/ millennial audience is extremely likely to buy and become loyal to Taco Bell. (I remember those teenage Taco Bell days.)

To read the full story, log in.
Become a Ragan Insider member to read this article and all other archived content.
Sign up today

Already a member? Log in here.
Learn more about Ragan Insider.