Could Twitter soap opera push brands towards emerging social media platforms?
Creators are set to become the new social media whilst brands need to understand emerging platforms, according to Jennifer Roebuck, entrepreneur, Web3 specialist and former Chief Customer Officer at Ted Baker.
In a LinkedIn post, she said: “There is a lot turmoil within the biggest social media networks. Reddit and YouTube appear safe. TikTok is under the US/China cloud, Meta just can’t get it right and Twitter’s public transformation is hard to ignore.”
She added: “You can poke holes in most when you look at value alignment too. Brands need value alignment, especially purpose driven brands marketing to GenZ. Investing all of your budget on platforms that support unsafe narratives and thrive on addiction.”
Hourly updates from Twitter, following Elon Musk buying the company for $44 billion, put a magnifying glass on the entire social platform industry, Roebuck argued.
Could this be the catalyst that moves brand toward emerging platforms? The increase in CPMs are already impacting D2C who are diversifying their marketing channel mix.
In the past week. Mastodon’s growth reached over 135k new users per day, Roebuck noted.
“As a decentrised social media platform, what are the new awareness hacking tactics brands need to understand to succeed in the new social media landscape?” Roebuck asked.
More Dapps are emerging built on the Lens Protocol, the latest being Phaver. Many of these apps connect via Telegram and Discord, not Facebook or Google. Server structures and quality gating are increasing. Ownership of tokens give new community members access.
Roebuck concluded: “For brands, it’s a critical time to understand the emerging social platforms. There is a reason why Elon wants to convert Twitter into a WeChat equivalent.”
“All of this composable tech will be used in ways we haven’t seen yet. Ownership, community and AI will play a big role in the future experience brands build in digital.”
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