In today’s fast-moving digital world, social media marketing isn’t all about Facebook, Instagram, or Twitter anymore.
The ad landscape is expanding at a lightning speed, and you, being a smart marketer, need to keep up.
One of the most exciting developments in recent times has been the arrival of emerging networks.
These emerging networks are not only becoming increasingly popular — they’re reshaping how brands speak with their audiences.
If you wish to be ahead of the curve, it’s time to find out how these emerging networks can take your social media advertising strategy to the next level.
In this article, we will be unfolding the most exciting emerging networks revolutionizing the digital ad scene.
We will examine how they stack up against old schools, what unique opportunities they offer, and how you can leverage them to your advantage.
Let’s dive in on the first major subject — why new platforms are revolutionizing social media advertising.
- Why Emerging Networks Are Changing Social Media Ads
- Top Emerging Networks Marketers Need to Watch in 2025
- Innovative Approaches to Advertising on Emerging Platforms
- Challenges of Advertising on New Networks
- Future Trends in Social Media Advertising
- Conclusion: Navigating the Future of Upcoming Networks in Social Media Advertising
- FAQs on Emerging Networks in Social Media Advertising
Why Emerging Networks Are Changing Social Media Ads
You might be wondering: why would I care about non-mainstream platforms?
The answer is simple — emerging networks offer new, untapped means of reaching highly engaged individuals.
These emerging networks are growing quickly, and advertisers who enter early tend to get better performance at a lower cost.
Interesting, right?
Let’s break it down.
The death of old platforms
Let’s face it — old platforms are becoming crowded.
Ad prices are increasing, organic reach is dropping, and engagement from users isn’t what it used to be.
The more brands competing for attention, the less likely your message is to cut through.
That’s part of the reason why emerging networks are increasingly appealing to marketers like you.
- Facebook’s ad saturation results in lower engagement rates
- Instagram’s algorithm favors high-spending marketers
- Twitter/X is plagued by platform volatility and trust concerns
Instead of battling the algorithm, savvy marketers are turning to emerging networks that offer more attention for sale and users that are more curious and willing to discover.
The dominance of decentralized and niche networks
Did you notice how users are migrating to smaller, community-driven platforms?
That’s not a coincidence.
People are starved for authentic experiences and connections, not hyper-curated ads.
That’s where emerging networks come in — many of them revolve around authenticity, decentralization, and intimate communities.
- Mastodon – decentralization and user-privacy centered
- BeReal – promotes unedited, genuine content
- Lemon8 – blurs Pinterest-inspired inspiration with social interaction
These fresh emerging networks offer the chance to be involved in something new, where brands can build up trust afresh.
How user behavior is evolving in 2025
Individuals are looking for greater transparency, honesty, and personalized content than ever before.
Consumers are fed up being marketed at — they must be involved, entertained, and heard.
You have to shift your strategy to find them where they exist, and in 2025, that is finding up-and-coming emerging networks.
- Shoppers want short-form and participatory content
- There is more skepticism toward “streamlined” influencer ads
- People are investing more time in hobby or specialist interest communities
Emerging networks thrive there, the perfect location to try out content that speaks to them.
Opportunities for early adopters
Being an early bird has its plus sides.
Fewer competitors, cheaper ad rates, and more engaged users are just a few.
You also get a chance to establish the narrative of your brand on a platform prior to it being mainstream.
Isn’t that a great bonus?
Think about it from this perspective — what if you had started building a presence on Instagram before it went suddenly viral?
That is the kind of opportunity that exists with emerging networks these days.
- Get more eyes on your brand with less ad spend
- Build robust communities around your brand
- Set up thought leadership in new arenas
So, are you ready to board the new wave?
In the following section, we’ll explore the best emerging networks in 2025 that you should definitely be aware of.
Emerging networks are gaining traction due to their ability to offer better engagement and more cost-effective advertising opportunities for marketers.
Top Emerging Networks Marketers Need to Watch in 2025
With the changing digital landscape, some emerging networks are gaining users’ attention and transforming social media interactions.
For marketers who want to remain ahead of the curve, it is important to know about these platforms.
Let’s discuss some of the most promising emerging networks in 2025.
Lemon8: ByteDance’s Lifestyle Platform
Lemon8, ByteDance’s TikTok subsidiary product, is a mix of Instagram-like and Pinterest-like hybrid app focused on lifestyle content, such as fashion, beauty, and wellness.
Released in Japan in 2020, it made its way to the United States and United Kingdom in 2023 and shot quickly through app store charts.
Lemon8 was merged into TikTok in November 2024, which allows users to cross-post and connect profiles.
This merging offers marketers a seamless way to reach audiences on both platforms.
Be careful, however, as regulatory changes do exist, as Lemon8Lemon8 is a lifestyle platform created by ByteDance, combining features of Instagram and Pinterest, focused on fashion, beauty, and wellness. has faced the same criticism as TikTok in the area of data privacy concerns.
BeReal: Embracing Authenticity
BeReal invites users to post unfiltered images, taking real moments.
The app sends a daily reminder asking users to capture photos within a two-minute time frame, promoting spontaneity and authenticity.
As of November 2024, BeRealBeReal is a social media platform that encourages users to post unfiltered, spontaneous photos within a short time frame. had been downloaded 115 million times, indicating its increasing popularity.
For marketers, this emerging network provides a platform to humanize brands and engage with audiences through authentic content.
Mastodon: The Decentralized Social Network
Mastodon is an open-source, decentralized social network that gained fame following centralized social networks causing concern.
Mastodon differs from traditional social media since it operates on autonomously managed servers, allowing users to choose interest and value-based communities.
As of January 2025, MastodonMastodon is an open-source, decentralized social network that operates on autonomously managed servers, allowing users to create niche communities. featured about 9.5 million users on 9,000 servers, of which 1 million were active monthly.
The decentralized structure presents marketers with the platform to engage with specialist audiences in a larger and more personal way.
It’s one of the emerging networks that gives you direct access to niche communities.
Gas App: Fostering Healthy Teen Relationships
Gas is a social media app for teenagers in high school to offer anonymous compliments through polls.
It was launched in August 2022 and became popular quickly, hitting 1 million daily active users within a few weeks.
The app is centered around positive interactions, offering a safe space for teens.
For marketers who want to target Gen Z, GasGas is a social media app designed for high school students to give anonymous compliments to each other. presents an opportunity to engage with a younger crowd in a setting centered around positivity and peer support.
It stands out among emerging networks for its unique tone and focused demographic.
Knowledge and capitalization of such emerging networks provide marketers with new avenues to reach different audiences.
The platforms are dense with various functionalities and users and allow marketers to embrace tailored approaches that resonate with specific groups of individuals.
Stay updated about the new platforms as they are evolving rapidly, and early adoption can lead to significant advantages in advertising.
Innovative Approaches to Advertising on Emerging Platforms
Engaging with users on emerging networks involves employing creative and platform-specific advertising approaches.
Here are some innovative approaches to keep in mind:
1. Match Content to Platform Culture
Each social media platform has a distinct culture and set of user expectations.
To engage with users, shape your content to these variations:
- Instagram: Focus on high-quality, compelling visuals and videos that align with prevailing trends.
- TikTok: Produce short, fun videos that take advantage of trending music and challenges.
- LinkedIn: Post professional thoughts, industry news, and thought leadership pieces.
Matching your content to the tone of the platform improves user engagement and brand image.
2. Adopt Content Experimentation
Testing various forms of content can determine what works best for your audience:
- Interactive Polls and Quizzes: Interact with users and capture valuable feedback.
- Live Streaming: Host live sessions to showcase products, conduct Q&As, or provide behind-the-scenes looks.
- User-Generated Content: Encourage users to produce and share content on your brand to establish community and credibility.
Experimenting with content allows you to discover what is working and maintain the interest of your audience.
3. Leverage Social Listening
Social listening software monitors conversations related to your brand and industry and allows you to target ad strategies accordingly:
- Track Brand Mentions: Keep up with what people are saying about your brand in order to respond to issues and take advantage of positive feedback.
- Determine Trending Topics: Match your content to what’s being talked about now to boost relevance and engagement.
- Recognize Audience Sentiment: Take the pulse of public opinion to sharpen messaging and strategy.
Social listening informs and enriches your advertising strategy.
4. Use Generative AI for Content Creation
Adding generative AIGenerative AI refers to artificial intelligence systems that can create new content such as text, images, and videos. tools can streamline content creation and introduce creativity into your advertising campaigns:
- Personalized Content: Use AI to craft personalized messages to cater to the interests of individual users.
- Creative Visuals: Generate unique images and graphics that catch the eye and convey the message of your brand effectively.
- Efficient Copywriting: Leverage AI to generate impactful ad copy, save time and effort, and maintain quality.
Engaging AI in your content workflow enhances creativity and efficiency.
5. Participate in Outbound Engagements
Active participation in the conversations on social platforms can enhance your reach and community development:
- Commenting on Creator Content: Engage in the discussion on influencers’ posts to tap into their audience and begin building a relationship. Comment timely and thoughtfully to maximize the benefit.
- Participating in Relevant Conversations: Join timely conversations and groups to express your brand personality and connect with potential customers.
- Collaborative Content: Partner with creators and other brands to co-create content that appeals to a wider audience.
Outbound engagements demonstrate your brand’s commitment to community and can lead to increased visibility and trust.
6. Leverage Short-Form Video Content
Brief videos excel at capturing attention and conveying a message briefly.
Experiment with the following:
- Product Demos: Showcase products in action to highlight their usefulness and value.
- Behind-the-Scenes: Provide an inside look into your brand personality and inner operations to humanize your business.
- Customer Testimonials: Bring attention to genuine reviews and testimonials of satisfied clients to build credibility.
Using short-form videos aligns with modern content consumption habits and boosts user engagement.
7. Match Cultural Moments
Aligning your advertising with cultural events and social trends can heighten relevance and resonance:
- Seasonal Campaigns: Tailor your content to align with holidays and seasonal events that resonate with your audience.
- Trend Participation: Engage with trending challenges, memes, or movements in a way that aligns with your brand values.
- Event Sponsorships: Partner your brand with events or causes that your target market has an interest in to establish brand affinity.
Being connected to cultural moments demonstrates that your brand is current and relevant, forming a deeper connection with your audience.
With these creative strategies, you can effectively navigate the dynamic landscape of emerging networks and make pertinent connections with your target audience.
Remember, though, that the key is to remain adaptive and attuned to the evolving digital environment so that your marketing is not just creative but also successful.
Experimenting with platform-specific content formats can result in higher user engagement and brand visibility on new networks.
Challenges of Advertising on New Networks
As you transition to advertising on new networks, it’s worth understanding the unique challenges associated with these platforms.
Understanding these challenges will help you navigate the digital space well and optimize your advertising efforts.
Let’s discuss some of the primary challenges:
1. Data Privacy and Compliance Issues
As concerns about data privacy increase, the majority of new networks are shifting toward strong data protection guidelines.
This shift forces advertisers to:
- Gain Explicit User Consent: Ensure users are fully informed about data collection practices and have voluntarily provided their consent.
- Adhere to Local Regulations: Keep themselves informed and in compliance with various data protection guidelines in various areas, such as the GDPR in Europe and CCPA in California.
Non-compliance may lead to legal implications and damage to the reputation of your brand.
2. Restricted Access to Quality Data
Emerging networks may be deprived of the sophisticated analytics and user data that have been made available by traditional platforms.
Such a constraint faces difficulties in:
- Audience Targeting: Difficulty in being able to target precisely your desired group of people.
- Performance Measurement: Problem in measuring the effectiveness of your ad campaigns.
To counter this, investigate combining data from multiple sources and making investments in tools that enable data analytics.
3. Ad Fraud and Transparency Issues
Ad fraud remains a significant issue, with threats including:
- Click Fraud: Instances of ads being clicked without interest, leading to wasted budgets.
- Impression Fraud: Manipulated ad impressions that do not translate into actual views or engagement.
In addition, the openness of some emerging networks can make it difficult to track ad placements, so ads are more likely to be displayed alongside inappropriate content.
To avoid these issues, collaborate with trusted partners and utilize fraud detection technologies.
4. Ad Blocking Technologies
Many users on emerging networks employ ad-blocking technologies, which can:
- Decrease Ad Visibility: Decreasing the visibility of your campaigns.
- Skew Performance Metrics: Making it harder to quantify true ad effectiveness.
To combat this, focus on creating non-intrusive, value-add content that engages users, having them disable ad blockers on your site.
5. Platform Stability and Longevity
New networks generally face:
- Algorithms Changing Frequently: Which can impact ad performance in an unpredictable way.
- Uncertain Durability: The risk that the platform will not be able to sustain its user base, affecting long-term ad investment.
It’s essential to stay current on platform developments and diversify ad efforts across multiple channels in order to assist in limiting these risks.
Being proactive about solving these problems allows you to better navigate the complexities of ad business on emerging networks and position your brand for success in the evolving digital landscape.
Be aware of the unique challenges like data privacy concerns and ad fraud risks when advertising on emerging networks.
Future Trends in Social Media Advertising
Looking into the future of social media advertising, there are some emerging trends that will transform the world of digital marketing.
Knowing about these trends will allow you to transition and grow in a dynamic environment.
Let’s briefly walk through some of the most significant trends to look out for in 2025:
1. Integration of Artificial Intelligence (AI)
Artificial Intelligence is grabbing the limelight of content creation and audience targeting.
AI is being employed by marketers to analyze user behavior, personalize content, and optimize ad placement.
The technology helps in more efficient and effective advertising strategies.
2. Short-Form Video Content is Gaining Traction
Short-form videos have taken off, catching viewers’ attention at once and sending short messages.
TikTok and Instagram Reels have set the trend, and marketers are making more use of these formats to engage with viewers.
3. Emphasize Cultural Fluency and Brand Storytelling
Customers are drawn to brands that use their language and participate in cultural conversation.
Cultural fluency and authentic brand storytelling result in higher audience connection, higher engagement, and higher loyalty.
4. Application of Generative AI for Content Creation
Generative AI is revolutionizing content creation by enabling the creation of personalized and scalable content.
Marketers are using AI technology to generate text, images, and video, streamlining workflows and inspiring creativity.
5. Prioritize First-Party Data Collection
With growing concerns about data privacy, collecting and using first-party dataFirst-party data is information collected directly from users, such as through website interactions or surveys, which is valuable for personalized marketing. has become a priority.
This approach involves collecting data directly from customers with their active consent, following regulations, and building trust.
By embracing these trends, you can position your advertising initiatives for success in the evolving digital landscape of 2025 and beyond.
Adapting to new trends like AI integration and short-form video content will be essential for success on emerging networks.
Conclusion: Navigating the Future of Upcoming Networks in Social Media Advertising
With further development into the digital era, advertising on emerging networks is proving to be a goldmine for marketers.
The opportunities offered through these mediums are vast, from reaching untapped consumers to experimenting with new forms of content.
However, great opportunity is also accompanied by great responsibility for being cognizant of the challenges that come with these networks, such as data privacy issues, limited availability of data, and uncertainty of platform longevity.
The Power of Early Adoption
One of the most valuable lessons learned in the process of discovering future networks is early adoption.
Just as Instagram and TikTok ruled social media after dipping their toes in early, being an early adopter of new networks can be a massive benefit, including:
- Access to a less saturated and more active audience
- Lower ad investment and wider visibility
- Brand loyalty based on authentic interaction and trust
By embracing these newer platforms today, marketers are preparing themselves for success tomorrow.
Being Ahead: Embracing Innovation
Tomorrow’s social media marketing will truly be innovation-led, and emerging networks are at the center of it all.
AI-generated content creation to the takeover of short-form video content — being ahead will mean marketers must:
- Invest in new technologies and tools to refine targeting and creative strategies
- Maintain a flexible approach to adapting content to suit evolving platform cultures
- Focus on data privacy and first-party data to build long-term, trustworthy relationships with users
By embracing innovation and anticipating future trends, you’ll not only remain competitive but thrive in a landscape that’s rapidly evolving.
The Role of Authenticity and Engagement
As viewers become increasingly discerning about what they watch, authenticity will continue to be a requirement in successful campaigns on emerging networks.
Marketers must strive to establish genuine relationships with their users through:
- Clear and honest brand storytelling
- Bonding through interactive content and live events
- Participation in cultural dialogue and trends
When brands are aligned with the values and interests of their audience, they establish enduring relationships that build loyalty and advocacy.
Conclusion: The Road Ahead
The social media ad world is transforming rapidly, and new networks bring new opportunities for growth, creativity, and engagement.
By keeping up to date, embracing emerging technology, and seeing the challenges ahead, marketers can set their brands on the road to prosperity in the exciting social media future.
The key to success in this new environment is to stay flexible, authentic, and future-focused in realizing the great potential of these networks.
Marketers should focus on embracing innovation, authentic engagement, and early adoption to stay ahead of the competition.
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FAQs on Emerging Networks in Social Media Advertising
Emerging networks are new or rapidly expanding social media platforms offering new opportunities for advertisers to reach diverse audiences and participate in novel content.
Advertising on new networks allows marketers to reach less saturated audiences, experiment with new content formats, and possibly achieve higher engagement rates at lower costs.
Emerging networks have unique user bases, new ad formats, and niche communities, providing opportunities for niche and interactive advertising campaigns distinct from those on traditional platforms.
Examples include Mastodon, BeReal, and Lemon8, each having unique features and user interfaces separate from those of traditional social media platforms.
Advertising challenges on new networks include data privacy concerns, restricted access to analytics, threats of ad fraud, ad-blocking technology, and uncertainty in platform stability and lifespan.
Marketers need to obtain user consent for data collection explicitly, follow local legislation like GDPR and CCPA, and prioritize transparent data usage practices to build trust and compliance.
Platform-specific analytics tools, social listening, and leveraging user-generated content can help enhance ad targeting by making campaigns more relevant to users’ interests and behaviors.
Ad fraud manifests as click fraud, where advertisements receive simulated clicks, and impression fraud, where advertisements are displayed without actual views, leading to wasted advertising budgets.
Having known partners, implementing fraud detection tools, and constantly monitoring ad performance can identify and limit attempts at fraudulent behavior on new networks.
Ad-blocking technology can minimize ad exposure and skew performance metrics, making it more challenging to measure the effectiveness of advertising campaigns on such sites.
Creating non-intrusive value-added content that is interesting to users can encourage them to disable ad blockers, enhancing ad visibility and engagement levels.
Unpredictable platforms with algorithm changes or indefinite life expectancies could threaten ad spends; dispersing ad spending across multiple channels will reduce these dangers.
Staying abreast of industry trends, participating in subject-matter forums, and maintaining contact with thought leaders can alert marketers to today’s trends and best practices in future networks.
Early adoption allows marketers to establish brand presence ahead of when a platform fills up, potentially leading to cheaper ad rates and higher levels of engagement with early adopters.
Adopting the cultural nuances and values of a user audience on a platform can create authenticity, allowing advertising campaigns to be more effective and compelling.
Generative AI allows customized and scalable content production, automated processes, and creativity triggers, which are two key considerations to engage users in emerging networks.
Getting users to create and submit content regarding your brand drives community building, builds trust, and increases organic exposure on emerging networks.
Collaborating with influencers with similar values as your brand, open communication, and co-creation of original content can boost reach and engagement on new networks.
Syncing ad efforts with cultural events and social movements shows relevance and resonance, building stronger connections with the target audience on new networks.
The key metrics are engagement, click-through, conversion, and return on investment, adapted to each new network’s distinct characteristics.
With narrative content that fits the platform’s culture and appeals to its audience, engagement can be increased and emotional bonds with the brand can be created.
User privacy, non-deception, and transparency in ad copy are key ethical requirements to build trust and compliance on new networks.
Understanding and adhering to each platform’s content guidelines while introducing creativity ensures that ads are compliant and engaging, making them most effective.
Failing to engage with emerging networks means forfeiting the potential for reaching evolving audiences, and this could mean declining brand importance and market share in the long run.
By applying data analytics, advertisers can understand user behavior, better target ads, and optimize content strategies, contributing to better overall campaign performance on emerging networks.
Interaction with engaged communities fosters trust, encourages user engagement, and increases the dissemination of brand information, leading to successful advertising outcomes on new networks.
Staying updated on international advertising law, having strict checks for compliance, and consulting the law can support that advertising practice complies with international standards on new networks.
