Let’s explore the platforms making noise in 2025—and whether they’re actually worth your time.
Every year, the social media landscape gets a new contender—another app that promises connection, creativity, and the kind of growth charts that make marketers swoon. But here’s the truth: most brands don’t need to be everywhere. In fact, most probably shouldn’t be.
If you’re a social media manager trying to stay ahead without spreading your team (or sanity) too thin, this guide is for you. Consider it a reality check, not a hype reel. Let’s explore the platforms making noise in 2025—and whether they’re actually worth your time.
1. Substack: Newsletters, but make them social
For brands that already dabble in thought leadership or long-form content, Substack is becoming more than just a newsletter platform—it's a hub for community and commentary. As audiences grow tired of algorithm-choked feeds, there's a growing appeal for platforms that prioritize direct access and meaningful interactions.
Best for: Brands already investing in thought leadership or email marketing—and looking to deepen engagement, not chase quick wins.
What it is:
Originally a newsletter platform, Substack has evolved steadily into a hybrid space for content, community, and commentary—think Medium with a social layer and an X-style feed (via Substack Notes).
Why it’s different:
You own your list. That’s a big deal. Substack isn’t about likes—it’s about loyalty. The platform favors depth over reach and helps brands build trust through consistency, not algorithms.
Growth signals:
- 20M+ monthly active users as of 2025.
- Recently raised $25M in Series B funding to scale its discovery tools and creator support.
Brands using it well:
- Ben & Jerry’s uses Substack to share long-form brand storytelling and values-driven updates.
- B2B brands like Buffer use it to deliver actionable insights and build a content-driven community.
Lemon8: Aesthetic-driven, ByteDance-backed
Lemon8 has emerged as the go-to platform for creators who want to serve curated content without the chaos of TikTok or the pay-to-play vibe of Instagram. For brands that trade in lifestyle aesthetics and visual storytelling, it's a compelling space—but only if your content already speaks the language.
Best for: Beauty, wellness, and lifestyle brands with visual products and a Gen Z audience. But beware: if you don’t already have content that fits the vibe, this may be a resource sink.
What it is:
Lemon8, owned by TikTok parent ByteDance, blends curated lifestyle content with visual storytelling. It feels like Pinterest and Instagram had a Gen Z-coded baby.
Why it’s different:
It’s less about memes and virality, more about aesthetics and recommendations. Think photo dumps, mini-hauls, and polished product features—packaged for aspirational scrolling.
Growth signals:
- Over 10 million downloads and growing rapidly in lifestyle markets.
- Rising use among TikTok creators cross-posting sponsored content.
Brands using it well:
Glossier and Rare Beauty have begun testing product storytelling and influencer collaborations.
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Get Started for FREERtro: Gen Z’s safe space
Rtro is quietly carving out a lane in the saturated social space by focusing on something refreshingly simple: real conversations. It’s designed for smaller, niche communities rather than mass broadcasting—making it ideal for brands focused on values-driven engagement over viral reach.
Best for: Brands prioritizing community, values, or Gen Z engagement. If your strategy hinges on scale or reach, look elsewhere.
What it is:
Rtro is a community-first, voice-forward app gaining traction among Gen Z users who want more conversation and less noise.
Why it’s different:
It trades the pursuit of virality for small group intimacy. Users join themed “clubs,” where content is more about connection than performance.
Growth signals:
- 1.5M active users in early 2025, primarily students and niche creators.
- Retro closed $8M in seed funding for audio-first community tools.
Brands using it well:
- The Body Shop hosts audio sessions on skincare and self-care.
- Smaller, mission-driven brands are using it for community engagement rather than content promotion.
Bluesky: Decentralized but not detached
In a post-Elon Twitter world, Bluesky offers a fresh alternative for those seeking transparency, control, and a bit of Internet weirdness. It's not the next TikTok—and that's kind of the point. Bluesky is about conversation, not conversion, and works best for brands with strong voices and opinions.
Best for: Thought leadership brands or publishers looking to test the decentralization trend. But don’t expect overnight reach—it’s a long game.
What it is:
Bluesky is a decentralized Twitter alternative built on the AT Protocol. It’s text-first, culture-forward, and not owned by any corporate overlord.
Why it’s different:
Algorithmic freedom and open-source infrastructure appeal to users tired of traditional social media silos. It’s like early Twitter—with less chaos (for now).
Growth signals:
- 5 million+ users and growing steadily since going public.
- Journalists, tech thinkers, and indie brands are testing its waters.
Brands using it well:
- Wired and The Verge are experimenting with Bluesky content strategies.
- Indie creators and brands with niche audiences are building slow-burn followings.
Should you jump on a new social platform?
Here’s the hard truth: most new platforms are exciting… until they’re not. Before you add another account to your content calendar, run through this checklist:
✅ Do you have the time (and headcount) to do it well?
✅ Are your competitors getting traction on said platform or just wasting resources?
✅ Does the platform reflect your brand tone, style, and purpose?
✅ Will it help you achieve a clear business objective (e.g. loyalty, reach, community)?
✅ Is your target audience actually using it?
✅ Does it offer something truly new compared to your current channels?
If the answer is yes to most of these—test it. If not? Sit it out. There’s no prize for being first if you’re not being effective.
The conclusion? Stay curious but strategic.
New platforms will always pop up. But in 2025, strategy beats speed. Whether you’re intrigued by Substack’s depth, Lemon8’s vibes, or Rtro’s intimacy, make sure your brand’s expansion is driven by audience alignment—not algorithm envy.
If you’re looking to expand your social horizons, let Sked Social help you manage what matters. From scheduling and reporting to multi-platform content planning, we’re here to keep your strategy sharp— and your team sane.
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