Today’s social media landscape is an increasingly fragmented one, where legacy platforms are faltering, giving way to challengers. Within that landscape, social media advertisers and professionals are tasked with experimenting and potentially building audiences as they go. Enter the fediverse.

The fediverse is best described as a group of social media networks that are independent but still able to communicate with one another. Theoretically, brands wouldn’t be under the thumb of today’s monolithic social media platforms, and could instead have more control over their communities. Back in July, Meta’s Threads announced a fediverse integration, potentially bridging the gap between advertisers and the fediverse.

While advertisers are still scratching the surface of the next iteration of social media, Martin Pagh Ludvigsen, director of creative technology and AI at Goodby, Silverstein and Partners is ready to pitch the innovation to clients, hopeful for innovation in the space.

“I’d love to conduct some experiments in the fediverse with some of the brands that we have in house,” he said. “But in order [for clients] to give us permission to do that, they need to find out what the benefits could be for them.”