Should Your Brand Be on BeReal, Mastodon, Lemon8, or BlueSky?
New platforms come and go, but there are a few, like BeReal, Mastodon, and Lemon8, that are holding users’ attention and bringing something different to the table. You’ve probably heard of them, but the question is—are they worth the time for brands, or should we stick with the big guys? Each has a unique angle, so we broke down what they’re about, who’s on them, and how they might fit (or not) into a social strategy.
1. BeReal: Authenticity Over Curation
- What It Is: BeReal emphasizes unfiltered, spontaneous sharing. Users receive a daily prompt at random times to post a photo using both front and back cameras, capturing real-time moments.
- Audience: As of January 2024, BeReal has approximately 23 million daily active users, primarily among Gen Z and younger Millennials.
- Regional Popularity: The platform is most popular in the United States, which accounts for nearly half of its downloads.
- Brand Fit: Brands that prioritize transparency and authenticity can leverage BeReal to share behind-the-scenes content, live event updates, or candid moments, fostering a closer connection with followers.
- Challenge: With limited advertising options and a smaller, niche user base, reaching a broad audience may be challenging.
2. Mastodon: Decentralized and Community-Driven
- What It Is: Mastodon is a decentralized social network comprising independently operated servers, or “instances,” each catering to specific interests, fostering a community-oriented environment.
- Audience: As of November 2024, Mastodon has over 10 million users, attracting tech-savvy, privacy-conscious individuals seeking alternatives to mainstream platforms.
- Regional Popularity: Mastodon has a significant user base in Europe, particularly in Germany, where concerns over data privacy are prominent.
- Brand Fit: Brands with a strong community focus or those targeting tech-savvy, privacy-aware audiences may find Mastodon suitable for engagement.
- Challenge: The decentralized structure can complicate account management, and the absence of centralized advertising necessitates organic engagement strategies.
3. Lemon8: Visual Content with a Lifestyle Focus
- What It Is: Launched by ByteDance, Lemon8 is a visual platform that blends elements of Instagram and Pinterest. It focuses on lifestyle topics such as wellness, fashion, and food.
- Audience: Since its debut in May 2020, Lemon8 has amassed a global download count of 17.3 million, appealing to a creative and aesthetically inclined audience.
- Regional Popularity: The app has gained significant traction in Asian markets, including Japan and Thailand, and is expanding its presence in the United States.
- Brand Fit: Brands in beauty, travel, food, or fitness can utilize Lemon8 for creative storytelling and product showcasing through visually rich content.
- Challenge: As an emerging platform, Lemon8’s user base is still growing, which may result in a more limited reach compared to established platforms.
4. Bluesky: Decentralized Microblogging
- What It Is: Bluesky is a decentralized microblogging platform developed as a proof of concept for the AT Protocol, aiming to create an open foundation for social media.
- Audience: As of November 2024, Bluesky has approximately 13.8 million registered users, with 6.6 million monthly active users.
- Regional Popularity: Bluesky has seen significant growth in the United States and Brazil, particularly following changes and controversies on other social media platforms.
- Brand Fit: Brands aiming to engage with tech-savvy users interested in decentralized platforms may find Bluesky appealing. Its focus on user control and open protocols aligns with brands that value transparency and innovation.
- Challenge: As a relatively new platform, Bluesky is still developing its features and user base, which may limit immediate reach and engagement opportunities.
Key Takeaways for Your Brand
Each platform offers unique opportunities to connect with specific audiences:
- BeReal is ideal for brands valuing spontaneity and transparency.
- Mastodon suits brands focusing on community engagement and privacy-conscious users.
- Lemon8 benefits brands with visually rich content in lifestyle niches.
So, if you’re looking to branch out from the usual platforms, these could be worth exploring. BeReal is all about transparency, Mastodon’s a hit with the privacy-focused crowd, and Lemon8 is great for those visually rich, lifestyle-oriented brands. Each platform has a specific vibe, and they’re definitely more niche, but they could be a fun way to engage new audiences in a different space. Give it a try if it aligns with your brand—who knows, it might just be your next favorite tool!
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