Jelly proves appetising for brands

jelly biz stoneLast week saw the launch of Biz Stone’s new project, Q&A app Jelly, and brands have already started to try out the social media platform. This early up-take highlights a new age of social media marketing, where brands aren’t just experimenting with big social media platforms, but also with the smaller, more niche platforms which are in their infancy. 

In terms of its relevance to brands, as Jelly works by pulling in contacts from existing social media platforms, it’s more likely to be useful in developing a relationship with existing fans through useful responses to questions posed, or perhaps engaging in some brand-relevant banter.

Questions will also reach ‘friends of friends’ meaning its possible to extend reach outside this group – though you can only answer questions that are thrown your way. 

So who’s already trying it out?

General Electric is treating the platform as something to “play with in a light way” according to Karina Craigwell, global manager of digital marketing at GE. It seems that, as there is no real analytics or case studies yet, it is the time to experiment lightly with the platform functionality.

Carphone Warehouse was also an early adopter of the platform, bringing in their social media agency quickly to try it out. They found a reason for entering into the conversation around the technology event CES, asking their followers questions around which gadget they think would be the next big thing. This is a good way to spark conversations, capitalising on existing hashtags and natural spikes in conversation. 

Nando’s has made the decision to “get stuck in than sit on the sidelines” according to Jonathan Hopkins, Nando’s UK head of digital. Nando’s has been enjoying bursts of conversation on the app, talking about its restaurants and different food questions. However, Nando’s has also been talking about celebrities that seem to have little relevance to the brand, which suggests that it hasn’t got a clear marketing strategy locked down yet when it comes to Jelly.

I’m sure this is just the beginning of brands on Jelly. As with most start up social media platforms, Jelly hasn’t made paid-for brand opportunities clear yet. They will almost certainly follow once a user base has been established, offering up new ways for brands to use the platform. For now, brands are simply using the platform organically, just as ordinary users would.

Emma Gannon is a Consultant at We Are Social.