New platforms are popping up. Student attention is shifting. And the pressure to “just try TikTok” or “figure out Discord” is real. But here’s what we tell our clients: You don’t have to be everywhere. You have to be relevant where it matters.
At GradComm, we’ve been tracking the rise of emerging social platforms, Discord, Bluesky, Lemon8, Twitch, and helping colleges learn how to prioritize their engagement.
Ask yourself:
- Where are our audiences spending time?
- What kind of content feels natural in these spaces?
- And how can we show up organically, without relying on paid ads or flashy campaigns?
Here’s your sanity-saving guide to some of the fastest-growing platforms—and how to use them in a way that builds trust, not just reach.
Discord and Twitch: Where Community Comes First
Once the domain of gamers, Discord now thrives as a community hub for everything from student clubs to study groups. With 200M+ active users, it’s a space for shared experience, not passive content.
Twitch—home to over 240M monthly users, 72% under the age of 34—is Gen Z’s favorite livestream destination. But it’s not just gaming. Creators stream Q&As, art, events, and even college fairs.
Sanity Tips:
- You don’t need to create a Discord server from scratch. Support or amplify what your students are already doing on the platform.
- You don’t need to be a livestream pro to use Twitch. Partner with student clubs or faculty who already stream, and co-host instead of starting from scratch. It’s less pressure and more authenticity.
Bluesky: Small But Mighty
Built as a decentralized Twitter alternative, Bluesky attracts around 28 million monthly visitors. Its vibe? Niche, curious, early-adopter energy. It’s a space for authentic conversation and new ideas, without the noise.
Sanity Tips:
- This isn’t the place for announcements. Think personality over promotion.
- Test the waters with program leaders or faculty voices—those who naturally participate in thoughtful, mission-aligned threads.
Lemon8: Lifestyle Meets Longform
A hybrid of Pinterest and Instagram, Lemon8 is rising fast with 12.5M global monthly users, especially among lifestyle-loving Gen Zers. Owned by ByteDance (TikTok’s parent), it blends beautiful visuals with blog-style storytelling, think food, fashion and wellness.
Sanity Tips:
- If you’re building a student ambassador program, this is a great test case for creative, authentic content.
- Treat Lemon8 as a student-led storytelling space—and provide prompts, not scripts.
Final Takeaway: Be Intentional. Be Relevant. Be Real.
You don’t need to master every new platform. But you do need a strategy rooted in curiosity, respect, and a deep understanding of your audience.
At GradComm, our best-performing campaigns don’t chase platforms, they start with people.
That means asking:
- Does this platform reflect how our students connect?
- Can we contribute meaningfully here?
- Is this a space where our message belongs?
Sometimes the answer is yes. Sometimes it’s no. Either way, relevance, not presence, is the real win.
