Your brand doesn’t need to be everywhere. But knowing where to show up can be a competitive edge.
With the constant churn of new social platforms, marketers are facing more pressure than ever to decide what’s worth the effort. Threads, Bluesky, Lemon8, each comes with its own hype cycle and a promise to be “the next big thing.” But should your brand really be investing in them?
Let’s break down what each platform brings to the table, who they’re right for, and how to think strategically before jumping into unfamiliar territory.
What Is Threads and Why Are Brands Watching It?
Built by Meta as a direct competitor to X (formerly Twitter), Threads is a text-first platform designed for real-time conversation. Its close link to Instagram made onboarding seamless for users, and it quickly gained momentum among brands looking to escape the toxicity and volatility that Twitter/X has become known for.
As of 2025, Threads boasts over 150 million monthly active users and continues to roll out new features to encourage authentic engagement.
Why Brands Are Interested:
- Built-in follower base through Instagram sync
- Good for brand voice, thought leadership, and casual interactions
- Backed by Meta, so it’s likely to evolve quickly
What to Watch Out For:
- Still developing basic features like search and direct messaging
- Ads and analytics are not fully mature
- User behavior is still finding its rhythm
Strategic Takeaway: Threads is worth exploring if your audience is active on Instagram and your content leans into storytelling, commentary, or community conversation.
Bluesky: A Platform for the Internet’s Inner Circle
Bluesky is the brainchild of former Twitter CEO Jack Dorsey. It’s decentralized, protocol-driven, and built around the idea of putting control back into users’ hands. It’s also still invite-only, which keeps the user base small and curated.
While the average consumer may not have heard of it, Bluesky has quickly become a favorite among journalists, developers, and tech-savvy creators.
Why Brands Are Curious:
- Early tech adopters and digital culture influencers are active here
- No algorithm controlling visibility
- A chance to build organic credibility in a low-noise environment
Why Most Brands Should Wait:
- Still very small in scale (under 5 million users)
- No ad platform
- Not business-friendly for mainstream content strategies
Strategic Takeaway: Unless your brand plays heavily in innovation, tech, or digital rights, Bluesky is better used for monitoring trends and building 1:1 relationships than mass visibility.
Lemon8: ByteDance’s Attempt to Mix Pinterest With TikTok
Lemon8 is a visual content platform owned by ByteDance (yes, the same parent company behind TikTok). It merges the aspirational vibe of Pinterest with the algorithmic magic of TikTok. So far, it has carved out a niche with Gen Z and Millennial users focused on lifestyle content. Think beauty, wellness, travel, and productivity.
What Makes It Appealing:
- Strong focus on evergreen, curated content.
- Visually driven feed makes it ideal for brand aesthetics.
- Early users are highly engaged and curious.
What Gives Brands Pause:
- Still unknown to most US consumers.
- Influencer content outperforms branded accounts.
- Uncertain long-term viability due to regulatory pressure on ByteDance.
Strategic Takeaway: Lemon8 is a smart experiment for brands in beauty, fashion, or wellness. Others may want to wait for more clarity on its growth trajectory.
How to Decide Where to Be
Every platform launch creates buzz, but long-term success lies in being intentional. Before diving into any new social channel, ask:
- Are our customers or ideal audience spending time here?
- Can we create content that feels native to this platform?
- What will success look like in 3, 6, or 12 months?
- Do we have the internal resources to show up consistently?
Choosing not to be everywhere isn’t playing it safe. It’s playing it smart.
The Cazarin POV: Strategy Over Hype
The best marketing isn’t reactive. It’s rooted in knowing your audience, understanding your brand voice, and picking the right moments to evolve. New platforms will keep coming, but not every one of them deserves your time or budget.
At Cazarin Interactive, we help businesses grow with clarity, not chaos. If you’re unsure where to invest your social energy this year, we’d love to help you map a strategy that works now and scales later. Reach out for a custom social media audit and strategy session.
