Top 3 Emerging Social Platforms Your Brand Should Test in the Next 12 Months
For years, most brands have focused their attention on the same major platforms: Instagram, Facebook, LinkedIn and TikTok.
And while those platforms still matter, social media is constantly changing.
New platforms are emerging, audiences are shifting, and user behaviour is changing faster than ever. Brands that are willing to experiment early often gain a major advantage before platforms become overcrowded and overly competitive.
That doesn’t mean your business needs to jump on every new app that appears. But it does mean staying aware of where attention is moving.
Here are three emerging social platforms worth paying attention to over the next 12 months.
1. Threads
Threads has quickly evolved from being “Instagram’s text app” into a platform focused on conversation, personality and community.
Unlike heavily polished Instagram feeds, Threads rewards more casual, opinion-led and conversational content. Brands that perform well here tend to feel human rather than overly curated.
For businesses, this creates an opportunity to:
- Share quick insights and opinions
- Start conversations with audiences
- Show personality behind the brand
- Build visibility through relatable content
Because the platform is still changing, competition is lower than on more established channels, giving brands more room to build organic reach and engagement.
If your audience values authenticity and conversation, Threads is worth testing.
2. Lemon8
Lemon8 blends elements of TikTok, Pinterest and Instagram into a more visually curated content experience.
The platform focuses heavily on lifestyle-driven discovery, making it particularly interesting for brands in:
- Hospitality
- Fashion
- Beauty
- Wellness
- Travel
- Food and drink
Unlike fast-moving short-form video feeds, Lemon8 encourages more intentional browsing and saves, which means content has the potential to stay relevant for longer.
For brands already investing in strong photography, visual storytelling and educational-style content, Lemon8 offers another way to increase discoverability and reach new audiences.
3. Discord Communities
Discord is no longer just for gamers.
More brands are beginning to use Discord to build highly engaged communities around shared interests, education and exclusive content.
Rather than focusing purely on broadcasting content outward, Discord creates space for direct interaction and deeper audience relationships.
This approach works particularly well for brands that want to:
- Build loyal communities
- Offer exclusive access or content
- Host conversations or events
- Create stronger customer relationships
- Encourage audience participation
As audiences increasingly look for smaller, more meaningful online communities, platforms like Discord are becoming more valuable for long-term brand connection.
Don’t abandon your existing platforms
Emerging platforms should support your strategy, not completely replace it.
Instagram, LinkedIn, TikTok and Facebook still play a major role for most businesses. The goal isn’t to be everywhere; it’s to test new opportunities strategically.
Start small. Experiment with content formats. Watch how your audience responds.
The brands that benefit most from emerging platforms are usually the ones that learn early, adapt quickly and stay flexible.
Focus on where your audience is moving
Not every emerging platform will suit your business, and that’s okay.
The key is understanding where your audience spends time and how they want to engage with content. A platform only becomes valuable if it aligns with your brand, your goals and the type of connection you want to build.
Chasing every trend rarely works. Strategic experimentation does.
Our take
Social media won’t stop constantly changing, and neither should your strategy.
At Gather Social, we help brands stay ahead of platforms, audience behaviour and content trends, creating strategies that feel adaptable, relevant and built for long-term growth.
Because sometimes the biggest opportunities happen before everyone else arrives.
Ready to stay ahead of the curve? Let’s build a social strategy that helps your brand adapt early, stand out faster and grow where attention is heading next.
