7 reasons to try out new tools—without wasting time

• You have a content strategy, not a separate strategy for every platform, so adapting your stories and messages to new platforms is not a drain on resources. • It’s no big deal if the platform doesn’t take off. There’s no huge investment to lose, and maybe it paid off for a while. You can apply what you’ve learned to other platforms. • By testing the waters before a platform gets big, you have a bit more leeway than usual, because mistakes there won’t get the same kind of attention that a gaffe on Facebook or Twitter would. • If your target audience includes early adopters, an app’s first user cohorts fill the bill. • If the tool becomes a hit, you’ll already have content and fans waiting when the hordes arrive. Think about Red Bull on Instagram, for instance. • You’ll undoubtedly reach some people you’re not reaching on other channels. • Your experimentation will help your in other communication efforts as you adapt to the acceleration of online change.