Move over, Facebook and Instagram!

While these established B2C platforms continue to dominate, a new wave of social media platforms is bursting onto the scene, bringing unique features and engagement opportunities that marketers should be keeping an eye on.

Two you’re likely familiar with already are Threads and Bluesky. Here’s a quick rundown of each:

• Meta product Threads is a text-based conversation app similar to Twitter, offering brands an opportunity to participate in conversations and trending topics with users. It of course integrates with Instagram, creating cross-platform opportunities for content distribution and audience building.
• Now at 30 million users, Bluesky was created by Twitter co-founder Jack Dorsey. For marketers, it offers the opportunity to engage with privacy-conscious audiences, potentially allowing for more targeted, consent-based marketing approaches.

More social platform options to have on your radar
BeReal was built on authenticity. Users receive a random notification each day, giving them two minutes to capture and share photos. There are no filters and no editing — what you see is what you get. Although the bare-bones app also doesn’t allow any advertising (yet!) forward-thinking brands are experimenting to help build genuine connections with audiences that value transparency over perfection.

Launched under the premise that good writing is valuable. Substack allows writers to send digital newsletters directly to subscribers, monetizing content through paid subscriptions. With over 35 million active users (including more than three million paid subscriptions), Substack represents a growing trend toward direct creator-to-audience relationships — bypassing traditional social media algorithms. Brands can leverage Substack for in-depth content marketing. It’s also a great avenue for thought leadership. 

Lemon8 was created by TikTok parent ByteDance. It combines elements of Instagram and Pinterest, focusing on lifestyle content and recommendations. An emphasis on photos and videos makes it particularly relevant for fashion, beauty and lifestyle brands targeting younger consumers. Unlike other platforms, Lemon8 prioritizes content depth and length, encouraging detailed captions and thorough explanations to complement visuals.

Balancing established and emerging channels
Following Elon Musk’s Twitter takeover and rebranding, there’s been a 59% drop in ad spend on the platform. Today’s marketers are looking for the next big thing to help connect with their audience.

By monitoring and selectively engaging with up-and-coming social spaces, you can discover fresh ways to reach the masses, especially those seeking alternatives to the popular social media experiences. And by maintaining a strong presence on both mainstream and emerging platforms, you can best create a successful, future-proof social strategy.