Emerging Platforms 101

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INTRODUCTION

Social media platforms can take different forms, including social networking sites, messaging apps, video-sharing platforms, and more. In the height of a possible TikTok ban and a large quantity of quick Twitter changes, new platforms are emerging to occupy the space that these apps once did and still do globally. Below is a deeper look into two emerging social media platforms, BlueSky Social and Lemon8, and the implications for brands moving forward. 

BLUESKY SOCIAL

Bluesky Social has the same core features as Twitter,  allowing users to post short text and photo updates, reply to each other, and re-share posts. However, Bluesky operates using an “open protocol.”  Bluesky is trying to be more open, it could someday allow posts to flow between different social media platforms with ease.

  • Users:  With Bluesky still under development, it is currently invitation-only. According to Vice, the app recently reached 75,000 users.

  • Point of Differentiation: Bluesky plans to be a decentralized system, meaning people may eventually be able to build their own apps and communities within it. Jay Graber, Bluesky’s chief executive, said it was designed that way so that no individual could create rules for the entire Bluesky community.

Brand Action: There is no immediate brand action needed for Bluesky Social.

LEMON8

Lemon8 is a platform built for inspiration. Social media influencers have described the app as if "Instagram and Pinterest had a baby." (Note: Lemon8 is not a new social app; it's just new to the US as of February 2023.)

  • Users: 17 Million Global Downloads

  • Point of Differentiation: Lemon8 is a video and photo-sharing social media platform catering to users' interest in food, beauty, wellness, and travel. Posts on the app are similar to microblog posts with built-in niche-based prompts and inspiration from other users.

  • Advertising: Influencer collaborations are currently the only way for brands to advertise on the platform outside of building their own presence.

Brand Action: There is no immediate brand action necessary on Lemon8 for most brands aside from securing their handle like Walmart and Zara have already done. On the other hand, early adopter brand Chipotle is loading their profile with lifestyle content. Building an organic Lemon8 presence right now is a risk that could lead to big rewards in the future. However, creating an organic presence makes the most sense for early-adopter lifestyle brands in retail, travel, and food at this time.