Does your brand pump out content to pillar social apps like Facebook, Instagram, X, and LinkedIn and call it a day? These staples of the digital marketing ecosystem can often lull even the most creative marketers to a false sense of security with their brand strategies. But the recent uncertainty surrounding the fate of TikTok serves as a sharp reminder that trends and platforms are constantly evolving, which means the best way to future-proof your brand is to diversify your strategy and dial into alternative social platforms.

At (amp), we’ve found that creative social content can be exponentially amplified by targeting the right channel at the right time with the right message to the right person, but this strategy only works if we deeply understand popular and alternative social platforms and their audiences. Emerging social apps each have a unique culture, and marketers need to respect and engage with the tone, style, and intent of each platform to drive engagement forward.

Is your brand at a social media stalemate and looking to diversify its social presence? Let’s take a look at some of the most popular emerging platforms, their characteristics, and how best to engage with their users.

The Case for the “Others”

While it may be difficult for emerging social apps to compete with the size, scale, and reach of industry giants like Meta, they serve unique purposes in social media marketing strategy that deserve a tailored approach.


This deeper connection with audiences creates an opportunity for brands to identify niche or targeted consumers who are more closely aligned with their brand values and therefore well-positioned to be interested in their brand messaging. There’s also something to be said for showing up early and gaining a first-mover advantage. Paying attention to trends and joining a platform in its earlier stages can give your brand cultural currency, especially among younger and more digitally savvy audiences.

Smaller social apps may also avoid some of the hurdles that mainstream platforms face. TikTok alternatives like RedNote, for example, currently have fewer restrictions and present brands with a smaller testing ground for creative content. The regulatory pressures and restrictions TikTok has faced do leave its future uncertain, but many innovative brands have already prepared for a world without it by repurposing videos across TikTok alternatives, such as Reels or YouTube Shorts. That preparation is excellent practice for experimenting with brand-safe content that may already exist in your content pipeline, but that can be tailored for other emerging platforms.


Making “Other” Friends

Not every brand needs to be on every app. But every brand should be asking, "Where are our audiences hanging out now, and how can we show up in a way that feels relevant, respectful, and real?" Four apps worth evaluating for potential alignment with your brand are Discord, WhatsApp, Bluesky, and RedNote.

While mainstream platforms focus on scale, these "other" social apps thrive on intimacy and depth, which offer unique engagement opportunities for marketers — if you're willing to learn the rules and play the long game. Unlike the performance-driven content you may find on mainstream platforms, these emerging platforms are defined by community, conversation, and authenticity.

• Discord initially gained popularity as a space for gamers during live, online multiplayer events, but has since become a community for users of all kinds to join niche channels for shared interests, conversation, and interaction.
  
  Discord marketing offers brands a direct line to superfans through brand-hosted channels that function like digital clubs. Whether you’re running a product feedback channel, hosting AMAs with your founders, or offering exclusive deals, think of it as a hub for deep engagement.

• Bluesky is a multimedia content feed that can be thought of as a decentralized cousin of X. Users have greater control over their data, and the community culture favors thoughtful posts, meaningful dialogue, and transparency over hot takes and hashtags.
  
  Bluesky marketing is a great fit for value-driven brands that want to stand out through genuine thought leadership, human storytelling, and community-building. Republishing your best-performing thought leadership from LinkedIn could be an opportunity to foster genuine dialogue.

• WhatsApp may feel more like a messaging tool than a social platform, but its group chats and broadcast lists are prime real estate for high-trust, personalized outreach, especially in global markets.
  
  WhatsApp marketing should focus on personalized, permission-based communication. Think VIP groups, early-access messages, or curated product updates. Launching a WhatsApp broadcast list can help you deliver high-value updates or behind-the-scenes content to your brand followers.

• RedNote is an emerging, visuals-driven social app based in China that gained popularity in the U.S. following TikTok’s potential ban. The content feed rewards creativity and serves as a platform where music, culture, and personal branding intersect.
  
  RedNote marketing offers brands the perfect opportunity to try experimental campaigns and brand storytelling that leans into audio-visual formats. Consider creating brand moments by collaborating with creators on content that reflects your values and voice.