Instead of waiting for broad, mainstream adoption of a media platform, smart brands seeking to remain relevant and top-of-mind with their target audience will think and act with their audience — and move with them to emerging platforms as fast as reasonably possible.
Doing so will be recognized by the early adopters, leads to valuable earned media, and demonstrates to their audience that they “get it.”
I call this more nimble, thoughtful approach the “Edge of Relevance.”
Stop pouring marketing resources in saturated platforms. Invest in better understanding the media trends of your target audience. Do so by following the top bloggers and Twitterers in your audience and notice when they mention a new platform or start sharing content from a new source. Once you have established your presence in the community, reach out to the influencer who tipped you off and thank them. They will notice and will appreciate it.
Years ago, brands needing to reach savvy, stylish moms and women found the Edge of Relevance on Pinterest. Those brands that were there first and participating in the community gained the most value by reaching the early adopters in the target audience. They also became the example to other brands of how best to use the platform to market which provided organic press mentions.
Today, brands that want to reach the valuable, elusive target audience of teens would be on Pheed. Tomorrow, the Edge of Relevance will be elsewhere.
Ever since I met Ben Silbermann a few years ago at the Altitude Design Summit in Salt Lake City and he told me about his start-up, Pinterest, I’ve been collecting things I find that represent who I am and sharing them on my Pinboard. I love it.
Since the platform has gained a lot of recent attention and traction, the DAG team has released a Pinterest 101 tip sheet and presentation to help folks figure out how best to use the platform.