July 30, 2024//Insights//Annie Hanigan

Tomorrow’s social media: Evolving platforms to watch

Thinking back to my younger years, I recall the excitement whenever a new social media platform emerged. MySpace was the original platform, where customizable profiles and top-eight friends ruled the social landscape. Then Facebook arrived, and users migrated en masse to this new digital realm. By January 2009, Facebook had reached 150 million unique users, while MySpace peaked at 115 million unique users in 2008. Just as we were settling into our new Facebook routines, popularity for Twitter (now X) surged. By 2012, the platform boasted more than 500 million registered users worldwide, including 140 million in the United States.

Over time, social media channels have been embraced not only for personal use but also for corporate marketing, allowing businesses to connect with their audiences in new ways. For B2B marketing, some platforms have more promise than others. Below, I explore the features of some of the most talked about newcomers on the market. Is it only a matter of time before one of these becomes the new go-to platform? Let’s dive in.

Threads

Like X (formerly Twitter), Threads is a primarily text-based platform with photo-, GIF-, and limited video-posting capabilities, and people can reply to and repost other people’s “threads.” Unlike X, however, Threads is directly linked to your Instagram account, providing cross-platform visibility that lets companies leverage existing relationships. This integration also allows you to seamlessly share Threads posts directly to your Instagram Story.

Threads distinguishes itself by enabling companies to engage with their audiences on a deeper level, offering more personalized brand experiences. They are able to do this by emphasizing conversations as the key engagement metric. By facilitating easy and direct interaction with followers, Threads is positioned as an ideal tool for cultivating meaningful and lasting relationships. This helps build a loyal community and foster stronger connections with a more tailored audience.

As X shifts toward a subscription-based model with popular users offering paid content, there is potential for user migration to Threads. Indeed, X has seen a 30 percent decline in active US users in the past year, making it less attractive for B2B marketing. Despite a slow transition, Threads has now reached 150 million active monthly users. For businesses that want to go beyond engagement data to understand their audience on a qualitative level, Threads is the place to pull those insights.

Lemon8

Owned by ByteDance, the company behind TikTok, Lemon8 is often compared to photo-centric platforms such as Pinterest and Instagram. It allows users to share photos and videos up to 60 seconds long, featuring content such as recipes, fashion tips, travel guides, fitness advice, and more. Despite an impressive start, amassing 4.1 million users in the US within months of its launch, Lemon8 has experienced a significant decline, losing nearly half of these daily active users.

However, with the possibility of a TikTok ban looming, ByteDance is now paying TikTok influencers to steer their followers toward Lemon8. This could be an excellent opportunity for brands to establish a presence on Lemon8 early, before the platform becomes more saturated.

Lemon8 has been described as a youthful lifestyle community for specific interests. B2B companies such as Adobe, Morning Brew, Salesforce, and Sage, which have established a strong presence on TikTok, could benefit from transitioning their efforts to Lemon8. This move can be particularly valuable for those aiming to enhance their engagement with Gen Z and Gen Alpha audiences, making Lemon8 a promising platform for targeted marketing efforts.

BlueSky

After the buyout of Twitter, there was speculation about the next move for Jack Dorsey, the platform’s creator and former owner. Then he launched BlueSky, a new alternative platform to Twitter.

Originally introduced in 2021 and released in 2023 as an invite-only platform, BlueSky has transitioned to being open to the public as of February 2024. The platform’s home feed bears a striking resemblance to the familiar layout of Twitter. However, one standout feature is the ability to access multiple feed views beyond the standard following feed.

Similar to Twitter’s trending topics, BlueSky offers specialized feeds focused on specific themes or subjects. This customizable feature allows users to tailor their content consumption based on their preferences. Whether you’re in the mood for pet pictures or seeking the latest news, BlueSky facilitates seamless navigation to feeds tailored to your interests.

Additionally, the platform includes a catch-up tab to check out recent popular posts from your following feed, along with dedicated sections for trending content, posts that are popular with your friends, and a discover feed to uncover new accounts worth following.

While engagement levels on BlueSky are currently modest compared to other platforms, this presents an opportune moment for brands to integrate their marketing efforts. With the platform still in its infancy, brands have the chance to establish a presence and build a more targeted audience through tailored feeds before the feeds become overly saturated and topics are heavily populated.

As new platforms emerge and others fade, brands have continual opportunities to refine their strategies and connect with diverse audiences. How will platforms adapt and innovate in response to new competitors entering the scene? And which platform will emerge as the frontrunner in capturing audience engagement? B2B companies would be wise to pay attention.

Senior adviser

Allan elevates thought leadership with a veteran editor’s perspective on distinctive content and a journalist’s eye for trends in world events. He began his career as a writer and editor covering business, economics, and the environment for the Tallahassee Democrat, the Miami Herald, The New York Times, and The International Herald Tribune in Paris. Allan went on to work at McKinsey & Company for more than 20 years in Europe, Asia, and North America, where he specialized in emerging markets and shaped global thought leadership as editor in chief and editorial board member of the McKinsey Quarterly. At LEFF, Allan works with colleagues and clients to launch new projects, and he uses his expertise to support the professional development of LEFF’s team of editors.

 

Director of LEFF Sustainability Group

Katie is passionate about the power of storytelling to motivate audiences to action, particularly related to environmental issues—the throughline of her multifaceted career. She has managed a water project for the World Bank, been one of the UK’s climate security negotiators at NATO, helped design green strategies for several governments as a McKinsey & Company consultant, and taught courses on writing for public policy at the Harvard Kennedy School. Based in Brussels, Katie currently develops sustainable content strategies; edits a wide range of climate content, including infographics and major reports; and oversees LEFF’s Into the Weeds interview series, which shares stories of the people and organizations combating climate change.

 

VP of marketing and business development

Chad has brought brand narratives to life for more than 15 years by developing powerful stories, inspiring stakeholders with unique marketing campaigns, and building communities of enthusiastic audiences. Chad honed his approach to content as a sales and marketing executive for Disney and ESPN Media Networks, where he used storytelling to increase revenue for mobile and linear-channel products. Since then, he has held several senior marketing roles across healthcare, education, and technology companies. Most recently, Chad was the vice president of corporate marketing at Telarus, where he developed comprehensive branding initiatives across multiple technology disciplines, including cloud, cybersecurity, and AI. Chad joined LEFF in 2024, and he’s excited to launch innovative marketing strategies that drive growth and deliver transformative results.

Senior adviser

Mary is a data visualization expert with a rare combination of talents. Trained as a fine artist, she also enjoys writing, advanced math, and learning new skills; she taught herself coding and UX, and she’s continued to build valuable proficiencies that keep her on the cutting edge of content. Prior to joining LEFF, Mary worked at McKinsey & Company, developing the precise, engaging charts that have become a hallmark of the firm’s widely read publications. Today, she collaborates with LEFF editors and clients to distill even the most complex ideas into compelling, intuitive data visualizations. By asking the right questions and determining the best formats, she ensures data visuals amplify key insights.

Senior adviser

Peter is an expert at developing clear, compelling stories about complex subjects—a skill that’s served him well as an award-winning journalist, editor, and book author. A former reporter for The Wall Street Journal and writer for Fortune magazine, Peter also spent seven years at the McKinsey Global Institute, where he stayed at the forefront of major trends in business and technology as a senior editor and editorial director. Peter has also written five nonfiction books, including a bestseller in France, where he currently resides. He brings his unique perspective as a collaborative, tactical thought partner to his work at LEFF by uniting stakeholders, upholding a high standard of quality, and ensuring content is well-structured and aligned with client needs.

People director

Tracy built her career in people operations by developing a wide range of skills; because of her many capabilities, she refers to herself as the “Swiss army knife of HR.” But Tracy’s work goes beyond typical human resources functions: She’s committed to elevating the complete employee experience. She draws on her work across industries—including roles at Rockwell Automation, Harley-Davidson, and the American Medical Association—to promote a workplace culture of openness and acceptance, and she’s guided by her empathic nature and willingness to embrace a challenge. In everything from implementing new processes for feedback and evaluation and supporting employees through times of great change, Tracy makes LEFF a special place to work by ensuring that everyone feels welcome, valued, and seen.

 

Design director

Christa was always drawn to art and design, and over time, she also discovered a passion for progress: She’s motivated by meeting goals, building teams, and refining the many small steps between concept and content. Christa built the foundation of her design career at an advertising agency before moving on to the marketing department of a healthcare university, where she oversaw print and digital projects as a graphic designer, senior creative and brand specialist, and creative services manager. Today, Christa is excited to explore the possibilities of LEFF’s ever-growing content offerings, lead a group of creative designers, and use her experience and strategic design thinking to deliver outstanding results for clients. 

 

Production director

Jen approaches copy with a clear philosophy: Edit in service of the reader. She began her career in journalism, where editing newspaper copy on the second shift meant meeting tight daily deadlines and making quick decisions. Roles as a senior editor, executive editor, and director of editorial production followed, and Jen used her good judgment and love for the written word to elevate copy for entertainment news and B2B publications. Whether navigating the intricacies of highly specialized style guides or constructing crosswords in her free time, Jen is at home in the possibilities of language. At LEFF, she leads the production department: a collaborative, adaptable team that maintains our—and Jen’s—deep commitment to quality and clarity.

 

Group account director

Joe values preparation, but an early career experience taught him to troubleshoot in unfamiliar situations. One of his first roles in marketing required him to travel suddenly to Toronto to help a multinational restaurant business build its presence in Canada. Two years later, Joe had worked through regional differences and complex logistics to help the client meet its goals, and he became a more active listener in the process. Whether successfully delivering game-changing outcomes in an agency setting or at a university, where he directed marketing operations across campuses, Joe remains focused on solving problems with well-informed decisions. At LEFF, he’s overseeing the processes that ensure everyone has what they need to do their best work and strengthening the connection between effective operations and exceptional client service.

VP, content marketing

Karianne has a unique history of engaging audiences and telling stories. After studying music, she found new ways to express herself in the world of branding. Her more than 20 years in marketing and strategy are a testament to her ability to bridge business and creative mindsets, and she has developed content to communicate the ethos of global brands such as GE, State Farm, Motorola, and Procter & Gamble. Prior to joining LEFF in 2024, Karianne was vice president of digital at Weber Shandwick, led workshops at General Assembly, founded her own business, became a certified well-being expert, and released an album. As the lead of LEFF’s content marketing team, she looks forward to helping clients discover new opportunities to make an impact with lively, thoughtful content.

SVP, content innovation

Luke has crafted a writing life by pursuing—and creating—fresh opportunities. As a newspaper journalist in his native Australia and then as a foreign correspondent, freelance writer, editor, and management consultant, Luke developed the keen editorial eye and strategic perspective that has led him to the forefront of thought leadership and B2B publishing. Luke has helped leading organizations share transformative insights through print media and emerging digital platforms. Before joining LEFF, he was an executive editor at McKinsey & Company, managing director of Deloitte Insights, and global editor in chief for EY. Always driven to match the medium to the message, Luke collaborates with LEFF’s content marketing, editorial, and design departments to showcase clients’ most important ideas.

Partner

Alia approaches content like a conversation: She listens to clients to learn about their goals and responds with strategies that resonate with their audiences. Alia is an expert at translating ideas into smart, compelling integrated campaigns, and her experience in the agency world honed her abilities as a versatile creative partner and insightful innovator for enterprise clients such as Toyota, Kaiser Permanente, and Allstate. She got her start in publishing after living and working in Ukraine, where she focused on HIV/AIDS education and grant writing. At LEFF, she has assembled a team of multifaceted creatives who tell clients’ exciting, meaningful stories across channels and formats.