Many social networking sites are well-established and have a strong and loyal following, but there are always pretenders to the throne waiting in the wings.
Here at Axonn, we like to know what’s up-and-coming with the potential to be the next Instagram or TikTok. In the immediate wake of Elon Musk taking over Twitter, various alternatives were pushed to the fore, with lots of chatter about Mastodon, Threads and Post, which, coincidentally, has just launched version 2.0.
When it comes to which social media platforms to watch, however, there are a number that are less hyped but just as exciting. Some of them even have social network heavyweights behind them like Jack Dorsey, original Twitter founder, or the people that created TikTok.
Lemon8, the latest offering from the minds behind TikTok, is an image-based app with a focus on pictures as opposed to videos. If this sounds somewhat familiar, you’d be forgiven for thinking it’s a bit like Instagram before the ‘Gram became more like TikTok.
Setting it apart from that, however, is its board-like format, which is more reminiscent of Pinterest. All of the content posted on Lemon8 is split into seven tabs, making it clear where the social network is looking to focus and the types of brands that may do well with influencer marketing on the platform. They are:
Founded by Jack Dorsey, yes that Jack Dorsey, it’s not surprising that Bluesky features a Twitter-like interface. What is different, however, is that this social media platform is decentralised, allowing users freedom from an algorithm, a federated design and community moderation.
Giving users more control over the content they’re presented with, it’s like a vision of Twitter in an alternative reality. Posts can be up to 256 characters long, and more excitingly, shared to other apps. We like this cross-sharing potential as a way to maximise engagement for brands on multiple platforms.
In another nod to the trends that are driving users to turn away from traditional social platforms, True claims to “protect your privacy”. Private threads use encrypted messaging to ensure only the intended recipient can read what you have to say.
If it sounds like there’s no opportunity for marketers to utilise this channel, then there are some routes in. For example, even private threads can contain hundreds of users, offering brands the chance to create exclusive clubs. The app also has public threads to supplement the private ones, which could represent a useful marketing space.
Note: True should not be confused with Trump Media & Technology Group’s Truth Social.
Streaming platforms are nothing new. YouTube, Facebook Live and Twitch have been serving this market for a long time, but Kick is the newest addition to this ever-popular area of social sharing. Users can subscribe to channels, host livestreams and enjoy the benefits of a more creator-focused platform.
Edgier brands may find Kick really suits their demographic, as more relaxed rules around content is one of its selling points. Despite its apparent appeal, that does mean approaching with caution, as companies must still ensure they’re safeguarding users and following their brand values.
Downloading RTRO is like stepping back in time to the world of old-school social media and that’s not where the retro theme ends. As well as sharing old photos and connecting with people you know in real life, RTRO’s features include tools to style your private messages as if you were writing a letter or postcard.
Beyond such aesthetics, RTRO aims to provide a different function, pitching itself as the “non-toxic social media” platform. Without an algorithm, brands have a good chance to be discovered if they post well-crafted and engaging content. We think there’s a lot of companies with the right vibe to do well on RTRO.
You know what they say about big fish and small ponds. Well, developing a presence on an up-and-coming social networking site could help you to make a bigger splash. On the larger platforms, there’s a lot of competition to be heard and the infamous algorithms to contend with, so it could be worth getting in on the ground floor.
This approach will only work if your audience is on these platforms. As always, it’s worth doing the research and following the data. New social media sites that are talking to your niche and your potential customers represent a great opportunity for true engagement. As always, you’ll need a social media strategy to maximise your presence.
When building up your profile on a new social media platform, remember these universal rules:
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