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As decentralized social media grows in popularity, companies have a unique opportunity to position their brands early in the fediverse and differentiate themselves from competitors. Mastodon provides the quickest path to creating and controlling a brand’s decentralized social presence.
Elon Musk’s dismantling of Twitter is driving people and companies away from the service and putting a spotlight on the decentralized platform Mastodon. Marketers are curious to know how the Twitter alternative can be used to further their brand and whether or not they can advertise on it.
PR Week and AdAge addressed marketers’ questions by essentially writing Mastodon off as something they can ignore. Their one-dimensional coverage of “it’s too small and dispersed, and if you can’t advertise and easily manipulate it, then what’s the point” (my words, not theirs) was a disservice to talented marketing teams looking for new ways to experiment and reach customers. Companies seeking to differentiate themselves and breakout out from what Kyle Chayka calls “blanding” – the copy-paste brand marketing model that follows repetitive patterns – may have an opportunity to express a unique voice within a crowded market with Mastodon.
Mastodon is part of a movement towards decentralized social media, where users control their online presence instead of relinquishing it to centralized companies such as Meta (Facebook and Instagram), Twitter, and Microsoft (LinkedIn). Unlike centralized social media, Mastodon allows its users to have an account on any server running Mastodon. People can also run personal servers as I do at henshaw.social. And regardless of what server a person is on, they can still follow, read posts, and engage with anyone on any Mastodon server.
Mastodon uses the ActivityPub protocol, which is an open standard that makes all of this possible, and Mastodon isn’t the only platform that uses it. Other decentralized social media platforms like…
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