The Social Platforms Shaping the Future of Thought Leadership

We’ve seen many social media shakeups in the last few months, including the ongoing TikTok ban battle, Bluesky buzz and resurgence of Substack. While the future of these platforms is uncertain, one thing isn’t changing: Gen Z is increasingly turning to social media or podcasts for their news, giving thought leaders and businesses the chance to connect with new, often younger audiences. 

Gone are the days when thought leadership was confined to traditional media and industry conferences. Social media is now a leading platform to share your insights, find partners for collaboration and promote your company’s work. Jordan Holt, account manager, explored trending social media platforms to find out how B2B executives can seize the moment and make major progress toward their PR goals. 

Here are three social media platforms that thought leaders should consider joining and why they’re poised for exponential growth in 2025:

1. Bluesky

Bluesky exploded to 24 million users in December 2024, carving out a niche with its decentralized, open-source format. Launched as an alternative to X (formerly Twitter), Bluesky functions similarly but is completely ad-free. The model has critics questioning how Bluesky will monetize, but the ad-free environment presents a rare opportunity for company executives to build a platform rooted in user trust and collaboration. With no paid content, the emphasis on organic posts will help to foster deeper engagement and trust. Companies looking to position a leader as the “face” of their brand should experiment with Bluesky’s customization options and authentic approach. 

2. Substack

Founded in 2017, Substack has become a leader in long-form content. It allows creators to send personalized pieces and newsletters directly to subscribers. Recently, many creators, influencers and reporters have turned to Substack amid the uncertainty of TikTok’s future and the platform’s recent $20 million investment in influencers. This shift signals a return to long-form, written content with supporting visuals and video assets. Thought leaders should take note as Substack grows to over 35 million users and counting. The platform’s niche communities allow thought leaders to curate highly specific, in-depth content for audiences hungry for expertise. Long-form content isn’t going anywhere in 2025, and Substack could be a way to maximize reach on pieces you’re already publishing to LinkedIn or your company’s blog. 

3. YouTube

YouTube’s longstanding status and renewed popularity make it a top platform for thought leaders. Long-form video has been a staple on the site since it started, and YouTube Shorts, its short-form video offshoot, boasts over 2 billion users worldwide. The combination of content on a single platform gives thought leaders the flexibility to experiment with their strategies. Additionally, YouTube’s robust SEO value enhances brand recognition, helping thought leaders build a stronger online presence while humanizing their business with a recognizable face. 

Social media is evolving, and thought leaders who don’t adapt risk getting left behind. As social media shifts toward long-form, niche and trustworthy content, B2B thought leaders should embrace these emerging spaces to stay relevant and reach their target audiences. The conversation is happening— it’s just a matter of who’s showing up.

Curious if any of these platforms are right for you or your business? Let’s talk about it. 

Jordan Holt is an account manager at Pierce Public Relations, leading social media strategy for clients and ensuring their content, engagement and platform approach align with broader PR goals.