Jumping off the bandwagon is hard. When everyone is using a particular product (or marketing channel) there is a risk in going against the grain. It can feel like a mistake or cheering for the losing team.
At the same time, however, being or acting differently can be refreshing and open new opportunities.
For marketers, taking advantage of channels not used by everyone else (e.g. social media) can be a great way to stand out from the crowd. An example is podcasting.
While very popular now, a few years ago podcasts were not widely used by brands.
When a few brands began to embrace podcasts, it was considered a strange move. But they figured it was worth the risk, and things have paid off handsomely as podcasts thrive.
There is a risk in everything but taking a chance on being different is how new doors open.
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