Social media platforms beyond the usual suspects are rapidly reshaping the digital landscape. Remember when TikTok was just that weird app teenagers used? Now it dominates global marketing strategies.

The same pattern repeats today with several emerging platforms gaining massive traction. While Facebook and Instagram still command attention, savvy marketers are expanding their presence to where tomorrow's audiences gather. Surprisingly, many of these rising platforms already boast user bases in the millions or even billions.

From Threads' meteoric rise to Bluesky's unique approach to content moderation, each platform offers distinct advantages for different business objectives. Indeed, understanding where to invest your social media efforts now could give you a significant competitive edge as these platforms continue their upward trajectory.

Ready to discover which platforms deserve your attention in 2025? Let's explore the 5 rising social media platforms you simply can't afford to ignore.

Threads

Meta's text-based platform launched in July 2023 has rapidly established itself as a formidable competitor in the social networking space. Threads achieved an unprecedented milestone by amassing 100 million signups within just five days of its launch [1], surpassing ChatGPT to become the fastest app to reach this benchmark.

Threads key features

At its core, Threads allows users to create posts of up to 500 characters along with links, photos, and videos up to 5 minutes in length. The platform emphasizes conversation continuity through threaded discussions, making it easier to follow topic-specific dialogs. Additionally, Threads offers robust privacy controls, including the ability to filter replies containing specific words and automatic private profiles for users under 16. Moreover, Meta plans to make Threads compatible with the ActivityPub protocol, potentially allowing interoperability with platforms like Mastodon.

Threads user demographics

Currently, Threads boasts approximately 275 million monthly active users, reflecting substantial growth since its inception. Regarding age distribution, over a third of all Threads users fall within the 18-24 age bracket, showing strong appeal among Gen Z. The gender breakdown reveals a significant disparity, with males comprising 68% of users while females account for 32%. Furthermore, nearly 20% of all Threads downloads have originated from India, followed by the United States and Brazil.

Threads business use cases

For businesses, Threads presents a compelling opportunity due to its remarkably high engagement rates. Posts on Threads achieved a median engagement rate of 6.25%, substantially outperforming X's 3.6%. This translates to 73.6% higher engagement on average. As a relatively new platform, Threads offers reduced saturation and increased visibility compared to established networks. Brands can also leverage Threads' Instagram integration for seamless cross-promotion, using features like automatically following existing Instagram contacts and sharing Threads content to Instagram Stories.

Reddit

Self-styled as "the front page of the internet," Reddit has evolved into the ninth-most-visited website in the world as of February 2025. This platform operates uniquely among social media giants through its community-driven structure and distinctive engagement mechanisms.

Reddit key features

Reddit's foundation rests on its subreddit system - over 138,000 active topic-specific communities governed by their own rules and cultures. Users submit content including links, text posts, images, and videos, which others then upvote or downvote, determining visibility. Consequently, the most popular content rises to community front pages. Additionally, Reddit plans to introduce paywalls in 2025 for new subreddits, allowing exclusive content and private areas. The platform has also begun exploring financial transactions, potentially enabling users to complete purchases without third-party apps.

Reddit user demographics

With approximately 342.3 million weekly active users worldwide (a 57% increase year-over-year) , Reddit's audience skews notably male at 59.8%. Age distribution reveals that 44% of US Redditors are aged 18-29, making it particularly appealing for reaching younger audiences. Geographically, 58% of all Reddit users are based in the United States, generating 804.9 million monthly visits . Notably, users spend substantial time on the platform - an average of 20 minutes daily for logged-in users, increasing to 45 minutes for those with 7+ years of account history.

Reddit business use cases

For marketers, Reddit offers unparalleled opportunities for authentic engagement. The platform excels as a social listening tool, providing brands access to unfiltered consumer feedback. Businesses can leverage Reddit's contextual keyword targeting to place content alongside relevant discussions or use dynamic product ads that auto-populate with real-time product details. Furthermore, Reddit's US ad revenues will grow faster than any other social platform at 30.9% year-over-year. Brands finding success on Reddit typically focus on providing value rather than promotional content - according to research, 87% of Redditors believe influence comes from valuable content, not popularity.

Discord

Originally designed for gamers in 2015, Discord has transformed into a versatile social media platform with robust communication capabilities that serve diverse communities beyond gaming. The platform recorded 196.2 million monthly active users in 2024 and boasts 560 million registered accounts.

Discord key features

Discord excels at real-time communication through its server-based structure. Users can participate in text channels for topic-specific discussions or join voice channels that enable natural conversation flow without formal calls. The platform's audio quality surpasses competitors with minimal lag—a feature initially designed for gamers requiring synchronized communication. Additionally, Discord offers file sharing capabilities (up to 50MB with Nitro Classic or 100MB with Nitro) and supports extensive customization through third-party bots. Unlike many competitors, Discord provides most features for free, with premium perks available through Nitro subscriptions.

Discord user demographics

Despite its gaming origins, 80% of Discord users now belong to non-gaming communities. Age demographics reveal that 53.4% of users fall between 25-34 years, while 20.6% are aged 16-24. The platform skews heavily male at 67.3%, compared to 31.5% female users. Engagement statistics show US users spend approximately 9 minutes daily and 280.6 minutes monthly on the platform. Interestingly, only 22% of users utilize Discord exclusively for gaming activities, highlighting its evolution into a broader social networking tool.

Discord business use cases

Businesses increasingly leverage Discord for authentic community building. The platform offers several commercial advantages:

  • Community monetization through Server Subscriptions and Server Shops for selling digital products
  • Enhanced customer service via instant messaging across dedicated topic channels
  • Analytics insights through Server Insights to track engagement metrics
  • Event hosting via Stage channels for AMAs, webinars, and presentations

For brands seeking engagement, Discord functions as both a private community space and a direct feedback channel where businesses can foster authentic connections with their audience.

Bluesky

Founded by former Twitter CEO Jack Dorsey as a decentralized alternative, Bluesky has experienced explosive growth reaching over 34.71 million users with 930% worldwide growth last year. This platform operates on the open AT Protocol, giving users unprecedented control over their social media experience.

Bluesky key features

At the core of Bluesky's appeal is its decentralized architecture. The platform runs on the AT Protocol, which enables account portability—users can move their accounts between servers without losing followers. Bluesky's "marketplace of algorithms" stands out as a revolutionary feature, allowing users to choose or create custom feeds rather than being subject to a single algorithm. Furthermore, the platform offers domain-based verification, letting businesses use their own website domains as usernames. For content moderation, Bluesky employs a unique approach with user-driven labeling services and block lists giving individuals control over what content they see.

Bluesky user demographics

Bluesky's user base skews noticeably male at 69.63%, with females comprising 30.37%. Age distribution reveals a younger audience—42% of users fall within the 18-24 age bracket, with 70% under 34 years old. Geographically, the United States dominates with 55.7% of total website traffic, followed by the UK at 6.97% and Japan at 6.75%. The platform saw dramatic growth following the 2024 U.S. presidential election, adding approximately 13 million new registrations within six week.

Bluesky business use cases

For businesses, Bluesky presents unique opportunities precisely because it lacks traditional advertising mechanisms. In place of ads, brands find success through authenticity and high-quality content. Companies report high engagement rates, traffic, and conversions. Businesses can establish themselves as experts through "starter packs"—curated collections of accounts and custom feeds that help users discover content around specific interests. Additionally, the ability to use custom domains as handles offers businesses stronger branding opportunities and better account portability.

Mastodon

Created in 2016 by German developer Eugen Rochko, Mastodon has pioneered a fundamentally different approach to social networking through its decentralized federation model. The platform reached over 10 million registered users as of March 2023, representing a remarkable 300% growth within just five months during late 2022.

Mastodon key features

Mastodon's architecture sets it apart from conventional social media platforms. Instead of operating as a single network, it functions as thousands of independent servers (called "instances") that communicate through the ActivityPub protocol. Each instance establishes its own moderation policies while remaining connected to the broader network. Users benefit from enhanced privacy controls, including:

  • Content warnings to hide sensitive material behind descriptive labels
  • Granular post visibility options (public, followers-only, or direct)
  • Ability to filter specific keyword
  • Option to block or silence users and entire servers

Uniquely, Mastodon offers chronological feeds without algorithms or advertisements , giving users complete control over their timelines.

Mastodon user demographics

Of Mastodon's 10 million registered users, approximately 1.5 million remain active monthly. The platform's user base skews male, with about twice as many male users as female users. Regarding age distribution, adults 25-34 represent the largest demographic segment at roughly 30% of users, with over half of all users (56.19%) falling between 18-34 years old. Geographically, Germany leads user distribution with 27% of the global Mastodon population , followed by the United States.

Mastodon business use cases

For businesses, Mastodon offers several strategic advantages. Companies can establish their own branded instances, creating recognized social presences without reliance on third-party platforms. This approach allows organizations to set customized rules of engagement and community standards. Furthermore, businesses gain valuable market research opportunities through access to diverse communities. Thoughtworks and other companies have successfully leveraged Mastodon for talent recruitment, demonstrating its effectiveness for specialized engagement. Eventually, as part of the wider "Fediverse," businesses can interconnect with other compatible applications like PeerTube and Pixelfed , expanding their digital footprint across various media formats.

Conclusion

The social media landscape continues to evolve rapidly beyond the established giants like Facebook and Instagram. These 11 rising platforms represent unique opportunities for brands seeking to reach new audiences and expand their digital presence. Each platform offers distinct advantages based on its user demographics, features, and engagement patterns.