What Is Mastodon and Why Is Everyone Going There?

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You have actually seen the name turn up again and again on Twitter: Mastodon. Typically, it’s from individuals making grand claims about Twitter’s future and declaring that they’re leaving the app.

Beside the name is a URL, a somewhat various profile image, and perhaps a screenshot of a platform you’ve never seen before. You have actually been racking your brain attempting to determine what Mastodon is, how it works, and whether you must be on it, too.

If you’re an online marketer, maybe you have actually been wondering if there’s a way you can monetize this trend. It’s all right, we understand you believed it. We won’t tell anyone.

Let’s dive into Mastodon. We’ll check out why everybody’s thinking about it, and whether it can actually replace Twitter. We’ll also help you find out whether there’s any marketing potential on this newly trending alternative social networks platform.

Download our Social Trends report to get all the data you require to plan an appropriate social strategy and set yourself up for success on social in 2023.

What is Mastodon?

Mastodon is a decentralized social network made up of independent servers arranged around specific themes, subjects, or interests.

Individuals can join servers, follow each other, engage in conversations, and otherwise do all sorts of things they ‘d anticipate to do on a social network like Twitter.

Mastodon has been around because March 2016 however it only truly exploded in late 2022, when a specific someone purchased a particular social networks platform.

Why? Mainly because a ton of people on Twitter have actually stated they’re leaving the platform for Mastodon.

While the posts you’ve seen about Mastodon on Twitter recently may make it seem like it’s just a copycat option, Mastodon is in fact completely different from the blue bird app. Let’s see simply how various.

How does Mastodon work?

The biggest difference in between Mastodon and Twitter can be summarized in a single word: decentralization.

Social media platforms like Twitter are centralized, indicating they’re owned and operated by a single company. That company constructs features, moderates material, fine-tunes algorithms, and handles all other jobs that include running a social media.

Comparatively, while there are people at a non-profit company called Mastodon gGmbH that work on the social platform referred to as Mastodon– stick with us here– the platform itself isn’t centralized within that business. That’s since it’s made up of thousands of independent servers.

Consider a Mastodon server as a mini social network or a forum. Typically, a server is arranged around a particular interest, subject, or industry. When you’ve joined a server, you can follow, reply to, and engage with anyone on Mastodon, no matter what server they’re on.

But what can you do on Mastodon exactly? The brief answer: a great deal of the exact same things you can do on Twitter. You can speak about what’s on your mind, add to conversations that turn up in your feed, post images of your felines, and so on. You get your feed, where you’ll see posts from individuals you follow, and an explore tab that lets you discover new interesting folks.

You’ll see some distinctions, naturally. For instance, you can’t begin a thread the method you do on Twitter, but you can reply to yourself and essentially replicate a Twitter thread. You’ll also require to select a server to host your account.

The most significant servers are general, meaning they have no specific subject– these will feel more comparable to Twitter. But you’ll also find that tech subjects, like Bitcoin and software application development, have a few of the most popular servers. You can utilize a platform like mastodonservers.net to discover the server you want to join.

And if you’re looking to discover the Mastodon equivalent of the Twitter accounts you follow, you can use Debirdify to discover

them instantly. How can companies utilize Mastodon? If you’re wanting to Mastodon as the social media network of choice for the initiatives you have actually been working on Twitter until now, you might be dissatisfied.

Since it’s a network of servers, rather than a single social platform, companies can’t go through a bachelor or platform to “do marketing” on Mastodon. Furthermore, Mastodon’s homepage states that the service will never ever serve ads or push some profiles above others. Considering that Mastodon is run by a non-profit, there’s no profit incentive and no desire to deal with advertisers.

That stated, there are still ways for businesses to make the most of this surge of interest in Mastodon.

Marketing research

In this facet of marketing, Mastodon might be an excellent alternative to Twitter. That’s due to the fact that while Twitter lets you search hashtags and topics, you’re still served an uncategorized mess of Tweets in an order that’s not especially useful to you– thanks to the algorithm.

However with Mastodon, each server is basically a self-contained neighborhood gathered around a single subject, whether that’s area, a shared interest, and even a specific profession.

Discover the right server, and you can get unfiltered access to what truly matters for your target group or a new market sector.

Affiliate marketing, sponsorships, and UGC

You might absolutely run affiliate marketing, sponsorship, and UGC campaigns through Mastodon. You could try connecting to specific accounts with a certain variety of fans the same way you would on another platform; you might just need to do a bit more digging prior to you discover the ideal accounts.

Keep in mind that follower counts are generally much lower on Mastodon than on Twitter, meaning your efforts might not be as effective. For instance, George Takei has 3.4 million followers on Twitter and just 235,000 on Mastodon. You may struggle to discover influencers of the exact same size you’re used to working with.


This one will be a bit harder to pull off. The people behind Mastodon are staunchly anti-advertisement, suggesting that there’s no infrastructure for pushing advertisements broadly on multiple servers.

That said, each server runs completely individually, so there’s nothing stopping a server owner from putting in their own infrastructure to accept payments, meaning technically servers can offer advertisement area.

However if you try marketing on Mastodon, you may run into some resistance. Mastodon users expect to see fewer advertisements– if any at all.

Develop your own community

You might not be able to run ads, and you might not discover the next big influencer, however you know what you can do on Mastodon? Run your own server.

Sure, it’s a bit more technically involved than beginning a YouTube channel or running a Twitter account, but having your own Mastodon server includes one huge benefit. You have total control over it. That means you can select to authorize every new account, you can handle content moderation, and you can steer the conversation. That can make it a powerful marketing tool.

Community outreach

Because Mastodon does not have an algorithm pressing certain posts over others, you can’t just post and wish for the very best. You have to go out of your method to engage with the community if you want to get any traction.

However since Mastodon is arranged in servers, you do not have to go searching through deep space to discover your clients– both current and possible.

Running a SaaS company? Discover servers where individuals speak about SaaS to respond to concerns, provide your understanding, and end up being a trusted specialist. Work in art supplies? Go to servers where artists hang out and join the discussion.

Become an expert in an underserved subject

Currently, Mastodon has over 8,000 servers, however does it have one for your specific niche? Searching up “SaaS” on mastodonservers.net returns a single server with just over 20 users. A search for “marketing” only finds one server, too.

You see the chance, right?

Create your own server, select a subject that fits your niche, and start creating material. You can even repurpose material from your blog site, your YouTube channel, or your website to get started.

How to produce a Mastodon account

1. Go to joinmastodon.org

Click Create an account.

Then, scroll down until you see a list of servers. 2. Pick a server Then, hit Produce account(once again). 3. Develop an account On the server page, click Develop account

in the panel on the best side of the screen. Then, Review the rules of the server and struck Accept. Once that’s done, submit the signup kind, inspect the personal privacy policy box, and click the

Sign Up button. 4. Confirm your e-mail address You will receive a confirmation email. Follow the link in the e-mail to activate your account. Congratulations! You have actually just registered for Mastodon. You’ll be taken to your home screen, within the server you selected

to join. From here, you can start following individuals– no matter which server they’re on– to get posts in your feed, explore popular content from other servers, and more.

Note that you’re not stuck in that server even if that’s where you produced your account. If you want to select a different server to work as your account’s home base, you can move your account between servers.

Can Mastodon change Twitter?

That depends.

While Mastodon has actually seen a huge rise of popularity just recently– going from 1 million month-to-month active users to 2.5 million in about a month– that doesn’t even put it in the very same ballpark as Twitter.

Twitter has simply crossed 250 million month-to-month active users for the first time, according to this Tweet from CEO Elon Musk:

So despite the issues that havebeen surrounding Elon Musk’s takeover, Twitter does not appear to be in any real risk. At least not yet.

For Mastodon to have a possibility to change Twitter, it requires to either supply a comparable enough experience to Twitter or something that’s considerably better.

So the true question is can Mastodon do that!.

?. !? Well initially, individuals behind the platform would need to want to do that, which does not seem to be the case. They’re not attempting to develop a much better Twitter, they’re constructing something that’s almost a sort of anti-Twitter:

“Mastodon is free and open-source. It has no ads, respects your personal privacy, and permits people/communities to self-govern. This is because at Mastodon, we present a vision of social media that can not be bought and owned by any billionaire, and make every effort to develop a more resilient global platform without profit rewards.”

The essential distinctions in between Mastodon and Twitter– earnings vs. non-profit, centralized vs. federated– make it hard to state whether Twitter can get changed. Numerous Twitter users appear to believe that’s the case today, but the platforms are so various that it’s uncertain Mastodon will be an enduring replacement.

Specifically given that the majority of people who said they were leaving Twitter for Mastodon have not truly left.

That said, it’s likely that several ex-Twitter users will discover Mastodon’s decentralized network model preferable to Twitter, and the change will stick. But the average user will most likely stick to the platform they understand– unless a more direct opposition emerges.

Mastodon FAQ

Still have burning concerns? We have the answers.

What is Mastodon social networks?

Mastodon is a social platform that’s taken off in appeal following Elon Musk’s takeover of Twitter, with lots of Twitter users jumping to the platform. While it’s been around for six years, its monthly active users more than doubled at the end of 2022.

Who owns Mastodon social media?

Mastodon was developed by Mastodon gGmbH, a non-profit company from Germany. However because the social media platform is both open-source and decentralized, there’s no single “owner.” Rather, individual Mastodon servers– essentially self-contained communities– each have their own owners.

How is Mastodon different from Twitter?

Instead of being a single, central location where everybody Tweets, responds, and throws shade, Mastodon is a decentralized network of private servers. Each server is arranged around a particular topic, business, or interest, and a server’s members can communicate with members of other servers.

Additionally, because Mastodon is run by a non-profit, is has no marketing infrastructure, no built-in monetization, and no algorithms.

How do you find individuals on Mastodon?

If you’re searching for a particular individual, you can enter their name or URL (their account’s special identifier) in a search bar right above your profile picture. Just looking for new accounts to follow? Then you’ll wish to strike the #Explore tab to the right of your home screen.