Decentralized Social Media Explained: How Creators Can Prepare for Mastodon, Bluesky & The Fediverse
We’re almost through Q1 and social media is feeling less like a creative playground and more like a high-stakes game of Monopoly. One algorithm tweak, and you’re paying triple rent just to be seen!
Since my professional sabbatical at the end of last year, I’ve had countless conversations about the creator economy, talking to everyone from aspiring influencers and small-biz owners to founders learning how to tell their brand stories. At the same time, I’ve been diving headfirst into interviews, info-chats, and obsessive research, watching how companies and creators are adapting to our ever-changing digital landscape.
I’m a big-picture thinker by nature (for better or worse), so when one of my recent job prospects asked me to put together thoughts on the future of the creator economy, I got curious. And what I discovered feels big: there’s a massive shift happening in social media that’s quietly changing how we create, monetize, and control our content.
Welcome to the world of “Decentralized” Social Media.
So Why Should You Care?
Right now, the dominant social media landscape is basically like renting an overpriced apartment in LA (Instagram, TikTok, Facebook). Sure, every thing feels good while you’re thriving, but at any moment, your landlord (the platform) can jack up your rent (change the algorithm), evict you overnight (ban your account), or make you pay extra just to maintain the same reach you had last month.
THIS is exactly the problem decentralized social media is trying to fix.
And no.. this isn’t just another crypto-bro, tech thingy or an influencer-exclusive problem. If you’re a small business owner, content creator, coach, or consultant (or anyone who relies on social media to build or sustain your brand) it’s time to listen up.
“Decentralized Social Media” Explained:
Here’s the Chamomile for my non-tech fam:
Centralized Social Media (IG, TikTok, X/Twitter, YouTube):
All your content, followers, and data live on platforms owned and controlled by big companies. They own your audience, not you. If they change the rules (or algorithm), your whole business model gets shaky. We’ve seen it happen time and time again to folks we know and others.Decentralized Social Media (Mastodon, PixelFed, BlueSky):
Decentralized platforms work more like public parks than private buildings. You’re free to build your space, set up shop, and connect without a corporate landlord charging you rent (or kicking you out overnight).
Think of centralized platforms (Web 2.0) as renting an apartment.
Think of decentralized platforms (Web3) as buying a house.
No one can randomly evict you from your own home, and if the neighborhood becomes a little too (insert your own bias), you pack up and move, followers and content intact.
But Hold Up: Fediverse vs. AT Protocol (Stay With Me)
You've probably also heard some buzzy words like Fediverse, Mastodon, Bluesky, AT Protocol, and wondered what in the hell(o) is going on! But let’s stay focused. Here's my best breakdown, in the order I wish someone would’ve taught me:
Step 1️⃣: Fediverse (servers like Mastodon, PixelFed, PeerTube)
Consider this your first apartment after leaving the centralized "parental" platforms like Instagram and TikTok. Fediverse is the rental market! (Renting a room inside a dwelling or renting an apartment inside of a building or complex).
Think of the Fediverse like different coffee shops, Each one (server) has its own vibe, but you can still chat with people from other shops. Bluesky? That’s like buying your own café; total control, but you’ve gotta attract the customers yourself.
Fediverse is definitely more familiar, more established, and easier to transition into since it isn’t fully decentralized. Think of Fediverse as the “training wheels” for decentralization.
Why start here?
Fediverse (ActivityPub protocol) came first and has a stronger, established community. It's a good first stepping stone away from centralized apps (like Snapchat and X). You get freedom with some familiar structure.
Step 2️⃣: AT Protocol (servers like Bluesky)
This is like finally buying your own digital property or house. Your online identity is fully portable across different services including your followers, content, and brand. No landlords. No Billionaire platform owners. Total autonomy.
Why not jump here first?
AT Protocol (Bluesky) is newer, more experimental, and hands the control fully over to you which means overall it’s less intuitive and the learning curve can be much steeper.
However, once you get comfy in the Fediverse, this becomes the next logical step; fully decentralized, with complete user autonomy.
Why It Actually Matters (Especially for Creators, Coaches, and Biz Owners)
You Truly Own Your Audience: If Instagram shut down tomorrow, how would you reach your audience? Decentralized platforms make sure your followers stay your followers. No corporate
oligarchmiddleman dictating your access.Less Algorithm Anxiety: Fediverse platforms usually prioritize chronological feeds, less "pay-to-play," and more organic community-building.
New Ways to Monetize: Decentralized networks open new revenue streams (subscriptions, direct payments, NFTs, and more) without being completely at the mercy of ad revenue or brand deals.
Content Portability: Imagine bringing your TikTok or IG audience with you if a better platform emerges. That’s exactly the vision here. And the exact opposite of what we have to do each time we launch our brand on the latest app. (eye-roll)
For example, imagine you're a fitness coach. Right now, if Instagram shadow-bans your reach, you’re stuck without many options, if any. In decentralized spaces, your followers aren't trapped on one platform; they follow you.
Sickening, right?
Keepin’ It 100: Downsides & Challenges
I’m not here to oversell it (unless someone has a check for me, kidding) so let’s be real about the downsides too:
Adoption Is Still Early: Mastodon and Bluesky are growing, but most of the folks you follow, your friends and your own audience probably aren’t there yet.
Tech Can Feel Complex: Some decentralized platforms use very technical concepts (blockchain, wallets, crypto stuff). There's still a learning curve and well, that’s not exactly my ministry at this moment but, soon come!
Limited Monetization (for now): Monetization is still evolving in this space. YouTube and Substack have it mastered, but decentralized platforms? Not so much… yet.
Discoverability Isn’t Easy: Centralized apps have all gotten us used to the power of algorithms to get you discovered; decentralized platforms are still figuring that part out if we’re being honest.
So no, you probably shouldn’t completely abandon IG or TikTok tomorrow. But should you start paying attention now? Absolutely.
For Those Of Us Who Like A Plan:
Even if you're not ready to fully switch, here are some tips on how to future-proof yourself, your business or your brand:
Secure Your Username Across Decentralized Platforms
Create accounts ASAP on Mastodon, Bluesky, and PixelFed to claim your preferred username.
Set up basic profiles: clear profile pic, short bio, and links to your primary platforms.
Add these usernames to your social media bios or Linktree to reserve your brand identity everywhere.
Start or Continue Building an Audience You Actually Own
Start a newsletter on Substack or Beehiiv to capture emails so you can always reach your audience. If you already have a newsletter, the next step is to turn it into a true community hub, not just a place where you post.
End every post with a question or call to action to encourage replies & discussions that spark engagement. Consider bonus posts, Q&As, or even subscriber-only chats to deepen audience connection.
Offer a high-value incentive (free guide, checklist, mini-course, webinar, or discount) to encourage followers to join your list.
Use your newsletter to drive engagement on your other platforms (and vice versa) to build a multi-touchpoint ecosystem. Promote your newsletter consistently on IG, TikTok, and your other platforms; your email subscribers are your true audience, algorithm-proof.
Diversify Your Content Strategy
Consider Threads as your next platform or if you’re already there, level up. Unlike Instagram, it’s designed for conversation over curation, making it easier to engage and be discovered without fighting a strict algorithm.
Plus, while still under Meta, Threads is built with decentralized protocols in mind, meaning future interoperability with other platforms is on the horizon. (Helmet and knee pads before the training wheels?!)
Use scheduling tools like Buffer or Later to automate cross-platform posting and save time.
Track what works. After 30 days, double down on platforms where your content resonates, and cut back where it doesn’t. Start understanding the data and testing your theories.
Stay Curious & Get In Formation
Follow thought leaders in decentralized spaces (Mike Masnick, Jay Graber) and join creator-focused Discord or Slack groups dedicated to decentralized social media, Web3, and creator monetization to stay on top of emerging trends and to understand how they’re using the spaces and potentially monetizing.
Experiment with direct audience monetization now. Set up easy tipping on platforms like BuyMeACoffee or Fanbase or create simple digital products to test monetization features and get familiar with the process.
Play & Experiment
Schedule 15–20 minutes each week to log into Mastodon, Bluesky, or PixelFed and just roam. Explore feeds, engage authentically, and start to understand what resonates with you and what you’re noticing and learning.
Create a simple weekly reminder on your phone or calendar so exploring decentralized social comes with a feeling of ease and less like a task.
After a few months, evaluate how comfortable you feel and decide if you want to begin regularly posting content in these spaces that you’ve started to understand a bit more.
Listen Linda: The Future’s Decentralized But Don’t Freak Out Yet
Decentralized social media isn’t replacing Instagram or TikTok overnight. But there's a shift underway. The biggest lesson?
You NEED to own your audience. Platforms change. Algorithms die. Audiences move. Your business shouldn’t depend entirely on a single app.
Start in the Fediverse. Get comfortable. Then, when you’re ready, graduate into the full freedom of protocols like Bluesky. The internet is shifting, and those who learn to adapt now will win big in the long run.
I promise, it’s worth paying attention to, even if you don't fully understand it yet. (Because let's be honest.. neither did I until recently.)
In Perspective,
Jey
P.S.: If you need help getting started, reply to this email or comment below. I’m figuring this out right alongside you so we’ll do it together! :)