Written by Alex Gede, E-commerce and Social Media Manager
Alex Gede is well-known in the male modelling scene. As a former Mr Africa International, he has worked with many brands and funded a few himself. When he is not designing men's underwear and creating content, you will find him consulting for brands.
The world of social media is undergoing a seismic shift, and Gen Z is at the center of it all. The recent TikTok ban in the USA, driven by concerns over data privacy and national security, has sparked a mass exodus from mainstream platforms. But in a twist no one saw coming, Gen Z is flocking to alternative platforms, including a Chinese-owned app, while turning the entire situation into a viral meme.
From platforms like BlueSky to the unexpected rise of RedNote and PixelFed, the digital landscape is being redefined. Let’s explore these new platforms, their origins, and why they’re taking the internet by storm.
Why did the USA ban TikTok?
The U.S. government’s decision to ban TikTok stems from fears over data security and potential Chinese government influence. With over a billion users worldwide, TikTok's parent company, ByteDance, has faced accusations of mishandling user data. The ban has been positioned as a protective measure; however, critics argue it’s also a politically motivated move to curb the influence of a foreign tech giant.
Gen Z’s hilarious response: From memes to migration
Rather than mourn the loss of their beloved app, Gen Z has turned the TikTok ban into a viral moment. Social media is flooded with memes about "learning Mandarin," and users jokingly declare they’re ready to share their data with China as long as it means being on the trendiest new platforms. The irony of ditching TikTok only to embrace another Chinese-owned app, RedNote, isn’t lost on them, it’s part of the joke.
But jokes aside, this migration is real, and new platforms are stepping up to claim their place in the social media hierarchy.
BlueSky: The decentralized twitter alternative
Origin: Founded by Twitter co-founder Jack Dorsey, BlueSky began as an experiment in decentralized social media.
Ownership: BlueSky operates independently, emphasizing transparency and user control.
Downloads: Over 3 million downloads in the last quarter.
Users: Currently has 1.5 million active monthly users and growing.
BlueSky offers a familiar microblogging experience while removing the algorithms and advertising overload that have plagued platforms like Twitter. Its minimalist design and focus on authenticity have made it a favorite among journalists, influencers, and casual users alike.
RedNote: The viral Chinese-owned platform
Origin: Created by a Chinese tech conglomerate as a creative hub for musicians, artists, and storytellers.
Ownership: Fully owned by a Chinese corporation, fueling the irony of Gen Z’s migration.
Downloads: Surpassed 5 million downloads in just one week.
Users: Currently ranked as the Number 1 app on the App Store, with millions of daily active users.
RedNote’s rise has been nothing short of meteoric. The app went viral after its CEO posted a warm welcome video, sparking memes about users willingly sharing their data with China. Its focus on creative content and user-friendly features has captivated a global audience, proving that innovation transcends borders.
PixelFed: The ethical Instagram alternative
Origin: Developed as an open-source, privacy-first alternative to Instagram.
Ownership: Community-driven and not tied to any major tech corporation.
Downloads: Over 1 million downloads in the past month.
Users: Gaining traction among photographers and visual artists, with a steadily growing user base.
PixelFed offers an ad-free experience focused on high-quality visuals and ethical practices. Its minimalist design and commitment to user privacy have made it a standout choice for those seeking a fresh start.
Mark Zuckerberg’s hair-pulling moment
Rumors have swirled that Meta (Facebook and Instagram’s parent company) actively lobbied for the TikTok ban to reduce competition. If true, Mark Zuckerberg’s morning must have taken a turn when RedNote claimed the Number 1 spot on the App Store. Instead of gaining dominance, Meta now faces competition from fresh platforms that are stealing Gen Z’s attention.
It’s a plot twist worthy of a soap opera: Zuckerberg’s efforts to weaken TikTok may have inadvertently fueled a new wave of competition, proving once again that the internet is an unpredictable beast.
Should businesses move to the new platforms?
As new platforms like BlueSky, RedNote, and PixelFed gain traction, businesses are faced with a critical question: should they make the leap? The short answer is yes, but with a strategy. These platforms offer untapped audiences, less saturated markets, and opportunities to build authentic connections. However, businesses should evaluate their target demographics and the unique features of each platform before diving in. For example, BlueSky is perfect for brands wanting to engage in meaningful conversations, while RedNote’s creative focus is ideal for brands targeting Gen Z and millennials. Exploring these platforms early can give businesses a competitive edge and establish a loyal following in a rapidly evolving digital landscape.
Staying ahead of the curve
With my brand, Club Seven Menswear (a men’s underwear brand based in the UK), we’re always ahead of the curve, so we’ve already established a presence on BlueSky under the username @wearclubseven. As one of the early adopters, we’re excited to explore this fresh platform and connect with a growing audience more authentically and engagingly. While we’re monitoring the social media shake-up closely, we’re taking a strategic approach before deciding on any further moves. Rest assured, no matter where the digital landscape takes us, we’ll continue to bring you updates, exclusive deals, and everything you love about Club Seven. Stay tuned!
For a no-obligation social media audit and consultation, contact me here.
Alex Gede, E-commerce and Social Media Manager
Alex Gede is an international male model and content creator. After working with brands for more than 10 years, he started consulting and freelancing, helping clients with branding, e-commerce and more. His brand Club Seven Menswear was founded in 2021 and in 2023 won Luxury Men's Underwear Brand of the Year from UK Enterprise Awards 2023.
