The term decentralized social media has been a hot topic in recent times, but what exactly is it and how will it affect your social media strategy? Before we get ahead of ourselves, let’s first define the concept of decentralized social media.

Decentralized social media refers to online platforms that operate on independent servers and networks rather than being controlled by a single company or authority. Unlike traditional social media giants like Meta and X (formerly Twitter), where everything is dictated by a central entity, decentralized platforms give users greater control over their content, privacy, and online experience. The movement began with Diaspora in 2010, gained traction with Mastodon’s launch in 2016, and continues to evolve with newer platforms like Bluesky aimed at allowing users more freedom in their social media experience. 

Concerns about data privacy, content ownership, and companies monopolizing social media platforms have driven a shift away from centralized social networks. Users are increasingly wary of how platforms monetize their personal data and limit visibility based on complex and ever-changing algorithms. Decentralized social media allows businesses and individuals to interact without relying on a single governing body. In this article, we’ll explore decentralized social media and discuss how it works, its benefits and drawbacks, and how you can harness it for a more controlled social media strategy. 

Why Choose Decentralized Social Media? Key Benefits and Advantages

Decentralized social media offers several advantages over traditional platforms, particularly in terms of data ownership, censorship resistance, community governance, and open standards. These features empower users and creators to take control of their online presence while avoiding the limitations of centralized social networks. Let’s dive into the advantages of choosing decentralized social media. 

Data Ownership and Privacy

On decentralized platforms, users have greater control over their data. Unlike traditional platforms where user data is often treated as a commodity for targeted advertising, decentralized networks allow individuals to retain ownership of their information. This aligns with growing concerns about data privacy and security. Decentralized social media also reduces the risk of data breaches and cyberattack because data isn’t stored in one location. 

Censorship Resistance

One of the key benefits of decentralized social media is its resistance to censorship. Since these platforms operate on distributed networks, no single entity can control or suppress content. This ensures a more open exchange of ideas, free from the biases and restrictions imposed by centralized moderation policies.

Community Governance

Many decentralized platforms are governed by communities rather than corporate executives, making community management feel more candid and straightforward. Users often have a say in how the platform operates, creating a more democratic and transparent online space for social listening and moderation. This fosters a sense of ownership and engagement that’s lacking in mainstream social networks.

Open Standards and Innovation

Decentralized platforms leverage open protocols like ActivityPub and AT Protocol, which facilitate cross-functionality between different networks. Users can move their data and connections seamlessly across platforms, reducing dependency on any single service provider.

How Decentralized Social Media Works: Protocols and Technologies

While decentralized social media may seem complex, its benefits outweigh the learning curve for use. Decentralized social media is built on protocols and technology that enable user autonomy and platform interconnectivity. The two major protocols leading this shift are ActivityPub and AT Protocol. 

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ActivityPub and the Fediverse

ActivityPub is a protocol that enables different decentralized platforms to communicate with each other, forming a network known as the “fediverse.” This allows users on one platform to interact with those on another without being confined to a single ecosystem. Mastodon is one of the most prominent platforms using this protocol.

AT Protocol and Bluesky

Bluesky, a decentralized social media initiative, operates on the AT Protocol, which is designed to give users control over their profiles and social graphs. This protocol enables users to retain ownership of their content and connections, giving them autonomy over their social media content. 

The Current Landscape of Decentralized Social Media Platforms

As more and more customers and brands are feeling censored and controlled by traditional social media conglomerates, several decentralized social media platforms are gaining traction as alternatives to traditional networks. Some notable platforms include:

• Mastodon: Mastodon microblogging and decentralized community platform (similar to X/Twitter) that prioritizes user autonomy and decentralized control over content. Mastodon boasts over 3 million users who love its chronological display of content and full control over your feed and who gets to see it.
• Bluesky: Bluesky is a notable alternative to Facebook or X. The platform looks to strengthen bonds between content creators and their audience, creating a more meaningful community experience. 
• Diaspora: One of the earliest decentralized social networks, Diaspora focuses on data privacy and user independence. Users (referred to as “members”) can post status updates, photos, and hashtags. It promotes a community-driven experience, focusing on user control, privacy, and ad-free interactions.
• Steemit: Steemit is a decentralized alternative to Reddit that is built on its own dedicated blockchain and allows users to share content, ask questions, and reply in forums.

Bluesky: A Closer Look

Bluesky was initially conceptualized in 2019 by former Twitter CEO Jack Dorsey as an independent project aimed at developing a decentralized social media protocol. After becoming a public benefit corporation separate from X (formerly Twitter) in 2022, Bluesky officially launched to the public in February 2024 after an extended invite-only beta period.

The decentralized platform offers several distinctive features that make it appealing to users seeking greater control:

• Custom Feeds: Unlike traditional platforms where algorithms dictate what appears in your feed, Bluesky allows users to create and subscribe to custom algorithmic feeds. These “custom feeds” can be developed by anyone and shared with the community, giving users choice in how they consume content.
• Portable Identity: The AT Protocol allows users to maintain their identity and social connections regardless of which service provider they choose, similar to how email works across different providers.
• Content Portability: Users can easily take their content and follower lists with them if they decide to switch to another service provider that uses the AT Protocol.
• Brand-Friendly Environment: Bluesky has gained popularity among creative professionals, journalists, and brands looking for a more thoughtful engagement space. The platform’s design encourages meaningful interactions rather than viral outrage, making it an attractive option for brands seeking quality engagement.
• User Experience: With its clean, intuitive interface reminiscent of early Twitter, Bluesky offers a familiar experience that’s easy to navigate. Posts (known as “skeets”) can be up to 300 characters, and users can share images, links, and use hashtags.
• Moderation Approach: Bluesky implements a balanced moderation strategy, employing both platform-wide standards and user-level controls. Users can choose their preferred level of content filtering and can block or mute accounts, while the platform maintains basic standards against illegal content and harassment.

Challenges and the Future of Decentralized Social Media

Despite its advantages, decentralized social media also faces its fair share of challenges. The biggest challenge faced by decentralized social media is undoubtedly trying to establish new networks among the extremely tough competition posed by giants like Meta. Additional challenges of decentralized social media include:

• User experience: Decentralized social media networks often don’t have the same user-friendly appeal as mainstream social media platforms and require more technical understanding, making them less accessible for a large number of people. 
• Smaller user bases: While these platforms allow users more freedom and security in their content, it’s oftentimes not enough to lure users from the platforms they know and love. 
• Content moderation difficulties: while the giant social media networks are under scrutiny for policing content and speech, decentralized social media networks are experiencing the challenge of balancing complete free speech and lack of censorship with moderating bullying, hate speech, or other problematic content. Ongoing and consistent social media monitoring should play a large role in decentralized social media platforms. 

As decentralized social media platforms continue to evolve and more users choose to protect their data and content, they may integrate better usability features, attract larger audiences, and find ways to co-exist with traditional social networks.

How ICUC Can Help with Decentralized Social Media

Navigating decentralized social media can be complex, but ICUC is here to help. Our expertise in social listening, online review management, and community engagement enables brands to thrive in these emerging social media spaces. We provide guidance on data ownership, privacy, and strategic growth to help businesses leverage decentralized platforms effectively and take back control of their social media platforms. 

Ready to optimize your decentralized social media strategy? Book a meeting with our experts today.