There has been significant upheaval at Twitter ever since it was acquired and taken private by Elon Musk. Many reports have revealed that in the wake of this volatility, a lot of advertisers have decided against spending their marketing budgets on the microblogging network for now. There’s also concern among market watchers regarding the direction of the social network which continues to play an instrumental role for journalists, world leaders, artists, etc in addition to the average user.
Musk remains the acting CEO of Twitter and while has said that the job will be handed over to a permanent candidate once one is found, there’s no indication of that happening any time soon. While Musk continues to assert that user numbers at Twitter have never been higher than they are right now, some continue to take a view of doom and gloom, believing that Twitter may be on its way out.
If that happens, there would be a void that would require filling, and Mastodon is poised to do that. It has surely become a lot more popular as a result of all the Twitter drama, but is Mastodon uniquely poised to take over from Twitter, and should brands be looking to make the move?
What is Mastodon?
Mastodon can best be described as a decentralized social network. It’s not owned by one company or person like Facebook or Twitter. Independent servers power Mastodon and they’re organized around specific interests, themes, and topics. Each server is essentially its own social media site with Mastodon being the software that provides a unified user experience across them all. These servers work like any other social network. Members can follow each other, start conversations, interact with posts, etc.
Mastodon isn’t exactly new. It shot to popularity because of everything that was happening with Twitter. It’s been available since March 2016 with a stable version of the software only being launched in November 2022. The timing aligned with Twitter’s change of ownership and Mastodon thus emerged as a viable alternative for those who were thinking about leaving Twitter.
How does Mastodon work?
Users are able to join multiple servers, and they can redirect their profiles across servers. Once a server is joined, the user can interact with anyone on Mastodon, regardless of the server they’re on.
The biggest servers on Mastodon are general and these are the ones that most resemble Twitter. They’re not focused on one particular topic so the conversations tend to be general in nature. There are plenty of specific servers, such as those focused on technology, finance, photography, etc.
Do brands need to transition from Twitter to Mastodon?
It’s common for businesses to follow wherever their customers are going. This ensures that they can secure the maximum exposure for their content to the audience most relevant to their business objectives. With a seemingly mass migration to Mastodon from Twitter, one would expect brands to jump ship as well. While a move of that magnitude hasn’t happened yet, even if it does, the opportunities for brands on Mastodon remain limited when viewed in comparison to Twitter.
Twitter has a robust ad product with great targeting and tracking tools. Mastodon has none of it. The decentralized nature of this social platform is also a barrier. There’s no single server or platform, meaning that brands have no single point of entry or contact to run their campaigns through.
What may have also gotten lost in all of this hype around the decentralized platform is that Mastodon has made it public that it will never serve ads to promote some profiles over others in exchange for money. The Mastodon software is run by a non-profit so they’re not motivated to work with advertisers.
As things stand, there are no ad products that brands can utilize to target all of their relevant audiences on Mastodon. That may remain the case unless the stewardship of Mastodon moves from the non-profit or that they eventually change the way this platform is run in the future. There’s no indication of that happening any time soon.
However, that doesn’t mean brands can’t derive any value whatsoever from Mastodon. There’s a case to be made for brands to get in on the action early and maintain a presence on this rising social platform so that they can best leverage any opportunities that present themselves in the future.
Brands should view Mastodon as a way to expand organic reach
There may be no paid marketing features available on Mastodon but by virtue of how it operates, it provides brands with an incredible opportunity to maximize their organic reach. Each Mastodon server is its own community which means brands are served up to highly targeted audiences on a silver platter.
Once a presence has been established in these communities, brands can run different types of organic marketing campaigns to build brand awareness and increase sales. These may include sponsorships, affiliate marketing campaigns, and user-generated content campaigns.
Influencer marketing campaigns can also be run on Mastodon. The process is not unlike how it would work on any other social network. It would require the brand to reach out to a user that has a significant following on Mastodon and have them promote a product or service.
Brands can also create their own communities on Mastodon to have the most impact. They will exercise complete control over their Mastodon server and will thus be able to filter who they want in that server, fully control content moderation, and guide conversations in a manner that suits their business objectives.
Reposting content on Instagram has many benefits
Reposting content that users are already engaging with is a great way to improve interactions with your followers on Instagram. There already tends to be more engagement from people with brands on the social network. By providing them with more relevant content to interact with, you can ensure that your audience remains engaged with the brand on Instagram.
User-generated content (UGC) tends to perform very well for brands. It’s no secret that people base their online purchase decisions on what other customers say about a product. Reposting UGC enables you to put positive testimonials from your customers front and center. So even if an entirely new lead discovers your Instagram for the first time, they’ll instantly find out how your product or service has made someone’s life better.
Reposting is often entirely just to get in on a silly online trend that’s making waves on the internet. Whether it’s a sound on Instagram Reels that’s going viral or a funny meme that everybody can’t stop talking about, reposting content based on what’s hot on the internet is also a great way to endear your brand to followers.
A humorous post that leverages those trends can do wonders for the brand’s exposure. Since that trending content is already getting a lot of eyeballs, brands can essentially piggyback off of that to expand their reach and elevate their brand awareness. This is a strategy that requires a delicate touch since it can often be difficult to execute it properly. When it’s done correctly, it can reap significant dividends.
Instagram reposting tips to follow
Always seek permission
When reposting user generated content, it’s always good to approach the original creator for permission, even though it isn’t always explicitly required. It’s a measure of courtesy that should be extended since it’s entirely possible that the creator may not want their photos or videos being shared.
Reach out through direct messages or even by leaving a simple comment on their post to let them know that you intend to share their content. Most users would be happy to provide it. This ensures that your brand saves itself from any embarrassment down the line if the original creator were to call out and say they never gave permission and would like for their reposted content to be taken down by the brand.
Don’t edit the original content
The content that’s being reposted should be left in its original form. Never edit the photo or change the caption. Usually there’s going to be enough space when reposting to your Story to add your own spin on the content, whether through text, sticker, emoji, etc.
This ensures that the original creator gets due recognition for the content that they’ve created. It doesn’t feel that the brand would like to change things around in their content. It should always be reposted in its original form.
Repost from a variety of accounts
It’s possible that one of your customers creates the best content but always reposting content from one single account isn’t going to look good to all of your followers. There should be a reasonable variety in the source accounts for the content that you repost.
This will ensure that your followers get to see different styles of content and won’t feel fatigued by seeing the same kind of content from the same creator every single time. It will also provide other creators with the opportunity of being featured on the official brand account, thus making them more likely to create additional content with the sole aim of being featured on the brand’s account.
Instagram reposting should never be just about selling products
Your Instagram reposting efforts shouldn’t always be seen to be selling products. There needs to be a subtle balance in all of it. Highlight user generated content periodically to showcase how your products help improve lives but don’t make it the entire crux of this strategy.
Keep an eye on trending and viral topics. Take a humorous approach and just have some fun with it. Customers don’t always want a serious vibe from the brands they follow on Instagram. Show them an entirely different side that endears the brand to them. That’s the key to long-term sustained engagement on the social network.