The Fediverse May Unlock New Growth

I’ve been hooked on Apple’s new TV+ series, Dark Matter. As usual, the book is better, but so far, the series does an impressive job of adapting the story. The basic premise is that a physicist is abducted by a version of himself from an alternate reality, where he invented a device that allows the user to travel across the multiverse (just look it up please, we don’t have time to explain it here).

The idea is fascinating. What if different versions of us could exist in parallel, in different ways? Further, what if there was a way to journey through and potentially influence the experience within different versions of the world? I’ll be honest, I’m a stan for Interstellar, and a lot of it has to do with the idea of being able to cross new dimensions to engage with my life from the other side. (Before anyone gets huffy, I am fully aware that the science of the movie is squishy. It’s fine, please don’t pour cold water on my dream.)

There’s a version of this playing out in our digital media environment right now. It’s called the fediverse, and it’s a new concept that could unlock new growth opportunities. It’s also embryonic, and I’m skeptical of the motivations current companies involved may have in fostering its development. As (probably) no one says, let’s make like a shovel and dig in…

WTF is the “Fediverse?”

The term “fediverse” is really a portmanteau (oooh, fancy word! 🤓) of "federated" and “universe.” It refers to a collection of interconnected, decentralized social networks. Unlike traditional social media platforms, which are controlled by single entities, the fediverse operates on a system of independent servers that communicate with each other through open protocols. This decentralized approach offers a new paradigm for online interaction, where users can maintain greater control over their data and interactions.

Cool. Why Should I Care?

One of the challenges with the current social media environment is that each platform has total control over the user base. Companies like Meta, TikTok and X set the terms of engagement — literally. Everything operates on proprietary algorithms that serve the interest of the platform; keep you engaged. It’s been said a lot, but never enough — you are the product of social media. The apps are free because the companies monetize your time and attention with advertising revenue. This also means the companies set terms and conditions which allow them to keep your data captive. That means your content and connections all remain walled in whatever app(s) you’re using. The premise of the fediverse is that those content and connections are portable from one decentralized platform to another.

This is potentially a big deal for creators and brands alike. The ability to have more ownership, flexibility, and curation with audiences is a significant shift. Users have more equity in the environment within the fediverse. Think of social media accounts as rentals. Tomorrow, Meta could kick you off Instagram, and you’d have no recourse to recoup your content and connections. In the fediverse, you’d be able to shift and the same people elsewhere. It’s like going from a renting an apartment with one small window to owning a condo on a high-floor with a view.

OK, Rad… But Does It Exist At All Right Now?

It’s in progress. There are a few companies connecting to experiment with the concept. Most notable are Mastodon and Threads (we’ll get to them in a bit). They’re easily the two largest apps involved. Smaller niche apps such as PeerTube, Pixelfed and Funkwhale are involved, but to make the fediverse something that’s used by mass audiences, more major platforms will need to join.

…And Will They?

Ehhh… let’s see. Here’s where my skepticism emerges, and we can point to Threads as the prime example. Meta is a massively valuable company precisely due to its ability to grow and maintain a closed system within each of its apps. Decentralizing and allowing users to move about more freely with their data seems counterintuitive to their financial incentives. At present, Threads’ fediverse exploration feels more like a PR stunt than focused, deliberate innovation.

That said, there is an interesting parallel track blockchain technology is following alongside the fediverse. Both operate on the same premise of decentralization that delivers enhanced transparency and equity to users. It’s not crazy to imagine a point in the not-too-distant future where decentralization hits mass adoption. The key — as always — will be monetization.

Alright, So Is It Even Worth Engaging Right Now?

Yes, as long as you’re willing to focus on experimentation and not performance. There are some challenges inherent in the fediverse at present. Some of the more significant ones are:

1. Fragmentation: The decentralized nature of the fediverse means that audiences are spread across multiple servers and platforms. Brands will need to adopt strategies to effectively reach and engage these fragmented audiences.
2. Technical Complexity: Managing an instance on the fediverse requires technical expertise and resources. Brands need to ensure they have the necessary infrastructure and support to maintain their presence.
3. Adoption Rates: While the fediverse is growing, it is still relatively niche compared to mainstream social media platforms. Brands must weigh the benefits of early adoption against the potential reach limitations.
4. Content Moderation: Decentralized platforms often rely on community-based moderation, which can vary significantly between instances. Brands have to establish clear guidelines and moderation practices to maintain a positive environment.

So What’s the Play?

The fediverse offers an opportunity to double down on fandom flywheels and experiment with new brand experiences. By building niche communities on platforms like Mastodon, leveraging video content on PeerTube, and creating visual communities on Pixelfed, brands can drive growth, enhance customer loyalty, and exert more influence over the experience their audiences have with them. It requires a community-centric marketing strategy, and a willingness to rethink how the brand engages within social media.

The first step is to map the brand experience across the current social media environment, and then turn to the fediverse and adapt what it could be in that environment. I like a focused approach that’s built upon four things — model, motivation, media, and measurement. Model is how the platform is designed to operate. Motivation means understanding why and how users are engaging on the platform. Media is the type of content you’ll need to operate and meet user expectations. Measurement is defining the KPIs that will govern your analysis and decision-making. It’s not rocket science, it’s rigor.

Above all, it requires a willingness to explore, learn and be patient. The fediverse is still more of an idea than a realized system. Unlike in Dark Matter, there is no magic box you can step into and instantly port yourself to fediversal dominance. Time will tell if it gets built.