Content marketing continues to evolve as new social platforms are on the rise—inventing new ways for consumers to engage with brands and influencers. Over the last few years, marketers have been able to rely on the Big Five (Facebook, Instagram, LinkedIn, Twitter/X, TikTok), but it really does seem that all good things must come to an end.
With X having faced a mass exodus to Bluesky and now TikTok potentially facing a U.S. ban, brands are quickly rerouting their social strategies to follow wherever their consumers decide to go next. However, each new platform has its own rules for what helps build engagement and what will leave your brand in the dust.
For forward-looking marketers making the leap into new social media territories, here are the top three trending platforms with actionable content marketing strategies to get started.
Bluesky: Decentralizing Social Media
The now widely popular alternative to X isn’t just acting as a replacement—it is revolutionizing expectations for social media as we know it. As a decentralized network, no one organization has full control over the platform, placing control in the hands of its users.
Brands aiming to succeed on this transformative site should give these strategies a try.
Early Adoption
Don’t wait too long to hop on the bandwagon. Now is the best time to position your brand on an up-and-coming platform. With audiences on Bluesky still growing, brands have a unique opportunity to capture the attention of the initial, highly engaged user base. This makes it easier for content to stand out, allowing greater reach and engagement without fighting for attention in a saturated market.
Create Conversational Content
On Bluesky, users value conversations over the ads they usually see on other platforms. Instead of focusing only on informative posts and graphics, engage in conversational posts that encourage engagement. Ask the community questions, share insights, and participate in discussions. By starting conversations with users, brands can allow themselves to be seen as part of the community rather than an account that solely advertises their services.
Explore Decentralized Communities
Bluesky instances are like virtual hubs, allowing users with similar mindsets to share relevant topics or values. Because these instances are part of a decentralized network, users have more autonomy within them, meaning each instance has its own community culture. Research which instance to join, and then stay active by providing meaningful content. Having a consistent presence shows the brand is committed to communicating with the users. Brands can also consider partnering with influential members or moderators within an instance to further establish credibility.
Mastodon: Find Your Niche
Similar to Bluesky, Mastodon has also decided to function within a decentralized network. This platform is comprised of independently run servers, called instances, with each one functioning as its own community. Naturally, each community has its own rules, topics of interest, and culture.
Identify the Right Instances for Your Brand
To maximize your impact, brands cannot jump into just any server. Start by researching instances that align with the brand’s focus and target audience. Go into Mastodon directories for help finding relevant instances. When identifying the right instance, make sure to observe user engagement. If the topics within the instance are relevant but user engagement is limited, it may be best to seek another instance to join.
Engage Authentically and Avoid Over-Promotion
Mastodon doesn’t function with algorithms the same way Instagram or X do. To be seen, brands have to engage in community discussions. In these instances, users make the rules, and they don’t want to be flooded with ads. Instead, ask the community insightful questions, or share behind-the-scenes looks into product developments within the brand. Also make a point to highlight content created by customers or community members, which can help to create an atmosphere of collaboration.
Lemon8: Capturing Visuals and Users
While conversation-based platforms are gaining popularity, visual content still has an active audience. Lemon8 takes the format of two of the top visual-based platforms, Instagram and Pinterest, and combines them into one. It is also short-form video friendly, creating room for users to move over to its platform in the wake of the potential TikTok ban.
As a new hotspot for fashion, wellness, and lifestyle content, these are the strategies that brands can use to grow with the trend.
Prioritize High-Quality Visuals
Users value professionally done photography and eye-catching visuals. To go even further, crafting a minimalist aesthetic is sure to resonate with Lemon8’s visually driven audience. It’s also crucial to stick to a clear color palette, creating cohesion on the brand’s page and allowing the content to be more shareable. Outside of photos, videos are another artistic way to create a dynamic feed that allows users to imagine their life with the product or service.
Leverage Trending Themes
There is always something trending in categories like fashion, DIY, or wellness. Check out the explore page, top posts in your category, and popular creators, then use relevant hashtags to boost discoverability—but don’t stop there. Partner with popular creators who are engaging in the trends or encourage your own followers to participate and share their content on your page.
Incorporate How-To and DIY Content
Content marketing in the form of guides isn’t just visually attractive to users on the platform—it also allows them to integrate the content into their daily lives. When creative How-To and DIY guides, do so in a way that keeps instructions bite-sized with a clean layout that users can easily follow. Brands can also stand out by offering “hacks,” especially if they feature how the brand’s product or service can solve a problem for Lemon8 users.
Ride the Next Wave of Social Platforms
As the social media landscape shifts, marketers must adapt to emerging platforms like Bluesky, Mastodon, and Lemon8 to stay ahead. By leveraging tailored content marketing strategies and embracing the distinct cultures of these platforms, brands can not only maintain relevance but also thrive in the ever-evolving digital space. Now is the time to explore, experiment, and establish your brand as a leader in the next generation of social media.
