Threads, Bluesky & beyond: Should your business join new social platforms?

For businesses, keeping up can be a challenge. Is it worth jumping onto every new platform that pops up? Or is it smarter to hold back and see which ones really gain traction? We explore how your business can keep up with new and emerging platforms.

Why are new social media platforms created? 

New platforms often appear in response to user frustration. Threads, for instance, emerged as a Meta-backed alternative to Twitter/X, positioning itself as a friendlier, text-led space. Bluesky, backed by Twitter co-founder Jack Dorsey, was built on decentralisation and user control, aiming to give people more say in how content is curated and moderated.

What these new platforms represent is more than novelty. They reflect changing user behaviours and a growing desire for digital spaces that feel safer, more authentic, or simply less noisy. 

Understanding what’s drawing people to a new platform (whether it’s the promise of community, simplicity, or something that breaks away from the status quo) can help you decide where your business shows up. 

When’s the right time to join a new social media platform?

Joining a social platform early can give your business a competitive edge, but it’s not without its risks. New social platforms often lack the essentials: analytics, ad tools, or clear content guidelines. The audience might be small or not quite your target, and what works well on other channels might miss the mark here. In the worst case, you could invest time and effort only for the platform to lose momentum entirely (Clubhouse, anyone? 🌚).

That said, wait too long and you risk missing the golden window, when a platform is still fresh, less saturated, and full of potential. Early adopters often benefit from greater organic reach, more freedom to experiment, and the chance to shape their business voice before the space becomes crowded or overly commercialised. 

So, when’s the right time to make your move?

It comes down to timing and intention. If your audience is starting to show up, and you have the resource to test the waters without overstretching your team, it could be worth a soft launch. Try posting a few different types of content, evaluate what works, and take cues from how users are behaving. Set small goals, stay flexible, and use this period to watch, learn, and refine your approach.

If it works, brilliant 🎉 If not, this time will provide you with valuable insights that can strengthen your strategy elsewhere. The key is to move with purpose, not panic.

How to test whether a social media platform is right for you

Rather than going all in, businesses can benefit from a phased, strategic approach:

1. Run a soft launch: test different content types and gauge engagement.
2. Set clear goals: are you there for reach, brand awareness, or to connect with a specific community?
3. Track and adapt: monitor performance and listen to audience feedback.
4. Be prepared to pivot: if the platform doesn’t serve your goals, it’s okay to step away.

Learnings from a trial can also inform improvements to your presence on more established platforms.

How to decide if a social media platform is right for your business

It’s important to remember that not every platform will be the right fit for every business. It’s not just about being where the buzz is, it’s about being where your business can genuinely add value and connect with the right audience.

How do you know when it’s the right time to step in? Before diving into any new platform, ask yourself a few key questions:

• Is your audience already there, or likely to be?
  
  
• Does the platform support the type of content you create best?
  
  
• Do you have the resource to create and manage content consistently?
  
  
• Can you trial it without stretching your comms team too thin?
  
  

If the answer to most of these is “yes,” a test-and-learn approach might be worth exploring.

Move with meaning

Chasing every new platform isn’t a strategy, but staying still isn’t either. 

The key is to stay curious, stay strategic, and choose platforms that support your business’ long-term goals. Whether you’re ready to jump into Threads or simply watching Bluesky from a distance, the smartest businesses are those who experiment with intent.

In a world of constant change, it’s not about being everywhere - it’s about showing up where it counts.