May 25, 2023

The Rise of New Social Media Platforms: Exploring Telegram, Polywork, and Mastodon

As the digital world continues to evolve, marketers must stay attuned to emerging trends and platforms. In the ever-changing landscape of social media, three platforms are making significant waves: Telegram, Polywork, and Mastodon. Let's explore what makes these platforms stand out and how they can be leveraged for marketing.

Telegram: A Privacy-Focused Messaging App

Founded in 2013, Telegram was born out of the need for a privacy-focused alternative to other social media giants. Over the years, it has experienced rapid growth, boasting 550 million monthly active users by the end of 2022. Telegram's unique selling point is its commitment to privacy and security, a feature that has increasingly gained importance among users worldwide.

For marketers, Telegram opened new doors in October 2021 by introducing advertising on the platform. Unlike other platforms, these ads are confined to public channels, and Telegram ensures advertisers do not have access to personal data or the ability to track user ad interactions. Instead, advertisers can tailor their ads based on topics, channels, and languages.

In addition to paid advertising, brands can organically reach audiences by establishing public channels or creating chatbots for customer support. Telegram's privacy-focused approach and growing user base make it a promising platform for marketers seeking to engage audiences in a secure environment.

Polywork: Shaking Up Professional Networking

Polywork, launched in April 2021, has captured attention by bringing a fresh approach to professional networking. Unlike LinkedIn, which promotes a single headline for users, Polywork caters to the "hustle-culture" generation, allowing users to highlight multiple roles, passion projects, and specialties.

One of Polywork's notable features is "Clubs," a beta feature that provides a digital space for group work and collaboration. While Polywork may not currently offer specific advertising options, its unique features and growing popularity present opportunities for marketers. By facilitating collaboration and highlighting diverse professional interests, Polywork is emerging as a platform where marketers can engage organically with professionals and find opportunities for networking and collaboration.

Mastodon: A Decentralized Social Network

After Elon Musk's purchase of Twitter, Mastodon, a free, open-source platform, saw a massive increase in downloads. As of November 2022, it garnered one million monthly users. Unlike Twitter, Mastodon offers a decentralized social network, enabling users to create their own in-app networks with custom regulations.

Mastodon users can engage in conversations, share text, image, and video updates, and follow each other just like on Twitter. However, Mastodon's newsfeed is chronological and currently does not offer advertising options. This poses a challenge for marketers seeking paid-placement opportunities but opens up avenues for organic engagement and social listening.

The platform's decentralized nature and the ability for users to create niche networks make Mastodon an interesting space for marketers. Despite the absence of traditional advertising, marketers can tap into organic engagement tactics and niche audiences that are more likely to be receptive to their messages.

In conclusion, as social media continues to evolve, so do opportunities for marketers. Platforms like Telegram, Polywork, and Mastodon may not follow the traditional social media blueprint, but they offer unique avenues for audience engagement and brand promotion. By understanding these platforms' unique features and user bases, marketers can craft tailored strategies that resonate with audiences and drive meaningful engagement.

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