The Online Town Square is Changing, and So Should Marketing

Ten years ago, online gathering spaces were at the peak of consolidation: Facebook and Instagram had 1.6 billion monthly users, while traffic to smaller media sites dwindled drastically. As users concentrated their attention on a handful of social media platforms, the array of news sites that once prospered in the US also started to shrink. Niche publications couldn’t compete in-feed with the publishing behemoths that pumped out clickbait to beat social algorithms, and they failed to get the site traffic that would generate sufficient ad revenue or keep advertisers happy. Over 3,300 local newspapers have shut down since 2005, and the closure of sites like Gawker, BuzzFeed News, and others meant that our attention and dollars funneled to fewer and fewer outlets.

But things are changing online these days. Users have started expressing distrust about “mainstream media,” and new social apps have begun to disrupt the dominance of Meta and Twitter/X. To diversify their digital diets, more people have joined apps like TikTok and Bluesky, or expanded their news consumption by subscribing to a journalist’s Substack or Patreon. People are on the hunt for a more curated, personalized digital experience—or at least a more trustworthy one. Think of how there has been a shift to searching Reddit for answers as opposed to Googling, to avoid being served AI summaries or results that no longer feel helpful. 

But who’s going where, and what kind of content lives there? As users find their way to new platforms, marketers need to be prepared to follow. Read more about the sites on the rise, and how to incorporate them into your marketing strategy.

Professional Newsletters

These sites allow journalists, analysts, and even brands to build direct relationships with their audiences. Many creators use these platforms as hybrid business models: part editorial, part consultancy, part influencer.

For marketers, sponsoring a trusted newsletter is a high-intent play. You’re not just buying eyeballs. You’re also aligning with a creator’s voice and credibility. The rise of longform content also means more room for thoughtful brand integrations, not just ad banners or quick shoutouts.

• Substack: A newsletter publishing platform that lets writers build paid subscriber bases around independent content; ❌ no native ad platform, but sponsorships are common.
• Ghost: An open-source publishing tool for independent blogs and newsletters focused on simplicity and speed; ❌ no native ad platform, monetization is mostly subscriber-based.
• Beehiiv: A newsletter platform built for growth-focused creators with built-in referral tools and monetization features; ✅ it offers a native ad network for newsletter sponsorships. 

Alternative Search Engines

People are increasingly using these as alternative search engines. Why? Because they’re looking for real people, real opinions, and real use cases.

• Reddit: A social discussion platform organized around niche communities (“subreddits”) with highly engaged users; ✅ has a robust native ad platform with promoted posts and in-feed ads.
• TikTok: A short-form video platform driven by algorithmic discovery, known for cultural trends and viral content; ✅ offers native ads via TikTok Ads Manager, including in-feed video ads and TikTok Shop integration.
• Pinterest: A visual discovery platform used for inspiration, DIY, fashion, and shopping; ✅ has a native ad platform with promoted pins and shopping integrations.
• YouTube: A dominant video-sharing platform with monetization options for creators and comprehensive ad offerings; ✅ strong native ad platform via Google Ads, including pre-roll, mid-roll, and display ads.

Short Form Posting

The Twitter/X transition left many users searching for an alternative. Threads is backed by Meta, with the marketing infrastructure to match, while Bluesky appeals to journalists and tech-savvy early adopters who favor decentralization. Brands experimenting here should think like media outlets: timely, conversational, and a bit experimental.

• Threads: Meta’s text-first social platform, positioned as a Twitter alternative with Instagram integration; ❌ no dedicated native ad platform yet, but likely to integrate with Meta Ads eventually.
• Bluesky: A decentralized social media platform built for open protocol-based conversation, popular among tech-savvy and journalism-adjacent communities; ❌ no native ad platform, still early-stage and mostly experimental.

Online Communities

Gen Z and younger millennials are exploring spaces designed for closed communities rather than public posts. These platforms aren't traditional ad channels, but they’re ripe for sponsorships, community partnerships, and brand-owned spaces that reward participation over scale.

• Discord: A chat-based community platform built around topic-specific servers, widely used for gaming, crypto, and niche fandoms; ❌ no traditional native ad platform, but brands sponsor communities and host events.
• Fanhouse: A subscription-based platform for creators to share exclusive behind-the-scenes content with fans; ❌ no native ad platform, monetization comes from direct payments and subscriptions.
• Geneva: A group chat and community app designed for clubs, causes, and interest-based groups; ❌ no native ad platform, monetization is limited, and still early-stage for marketing use.

Alternative Social Media

Apps prioritizing authenticity and lifestyle storytelling. While their monetization tools are still evolving, the tone of these apps offers marketers an important cue: curated perfection is out, low-fi sincerity is in.

• BeReal: A social app prompting users to post unfiltered photos once a day to promote authenticity; ❌ no native ad platform, though brand activations and challenges have started appearing.
• Lemon8: A lifestyle-focused content app from TikTok’s parent company, ByteDance, blending Pinterest-like visuals with influencer-style captions; ❌ no formal native ad platform yet, but likely coming soon given ByteDance backing.

Personal Publishing

Solo experts and micro-publishers are finding a voice again on personal publishing sites. That’s good news for B2B marketers, especially those building thought leadership content that can’t thrive in a 280-character world.

• Notion-backed sites: Public-facing pages or microsites created using Notion, often used for documentation, portfolios, or resource hubs; ❌ no native ad platform, used more for content hosting than advertising.
• LinkedIn newsletters: A publishing feature within LinkedIn allowing professionals and companies to reach subscribers with regular updates; ❌ no standalone native ad platform for newsletters, but broader LinkedIn Ads can target newsletter audiences.
• Open-web platforms like Medium: A blogging platform offering curated editorial, reader subscriptions, and independent writing; ❌ no traditional ad platform, but allows for member-only content and some sponsorship models.

So, how should marketers respond?

Experiment with emerging platforms early. You don’t have to go all in, but showing up now means you’ll have a head start as audiences scale. Your brand doesn’t need to be on it right away, but marketers should at least maintain personal profiles and stay up on the trends where their company’s target audience spends time. What works on Threads won’t land on TikTok. What gets engagement on Reddit may flop on Instagram. Learn the language so you can make informed campaign or sponsorship decisions down the road.

Reimagine influence. The creator economy isn’t just about polished videos or lifestyle aesthetics. It’s about credibility in context. Who does your audience already trust, and how can you align with them in a way that feels natural?

Monitor where attention actually goes. Tools like SparkToro, Tubular, or even TikTok Creative Center can show you emerging trends, rising voices, and underpriced attention before they go mainstream.

Invest in owned channels. As platforms rise and fall, email and content hubs like blogs or subscriber communities offer stability. Consider growing your newsletter, podcast, or video series into a media product in its own right.

In short, the fundamentals of effective marketing are still true: go where your audience is, speak their language, and be patient. It might take a while to learn what works on which channels, and if all else fails, there’s the option to build your own community on an owned channel. Luckily, there are plenty of tools and partners that can help. Reach out if you’d like to strategize with us.