Mastodon

Mastodon is a decentralised social network built on the open ActivityPub protocol. Instead of one central platform there are many independent servers, called instances, that all talk to each other. Users on one instance can read, follow and share posts from other instances.

How the network works

Every Mastodon instance is run independently, often by communities, non profits or companies. The feature set resembles classic microblogging with posts, replies, boosts and lists. Because there is no central ad sales arm, most instances are funded by donations or membership fees.

Why brands take Mastodon seriously

Mastodon reaches a smaller but often tech and privacy aware audience. Traditional advertising is not foreseen, but the platform suits community building, press work and honest brand communication. Brands that show up there should respect the tone of the host instance and act more transparently than on large commercial networks.

In everyday marketing

In day to day marketing Mastodon tends to complement large platforms, for example for press releases, technical updates or open discussions with customers. Reach is not bought through ads but grows from valuable content and active participation in relevant communities.