Mastodon’s Moment of Truth
Despite the apparent mass migration of Twitter users to Mastodon in the past several weeks, I don’t feel that this network has experienced anything like the 2009 Hudson River moment when a plane landed in the water and its pilot, Captain Sully, became sort of a household name after Twitter users began sharing photos of the plane and the rescue/evacuation attempt that followed.
In Indonesia that moment was the 2009 twin bombing in Kuningan, Jakarta. It thrusted Twitter to national prominence when terrorists bombed the Marriott and Ritz Carlton hotels and a survivor live tweeted the entire moment starting from the explosions near the coffee shops of both hotels.
I’ve read people describe the vibe of Mastodon being like Twitter circa 2010 but to me it still feels a little earlier than that. On the other hand maybe it doesn’t need a moment like that because people already understood how it works in general.
Mastodon is a network that, while technically different to Twitter, serves similar functions, which means unless there are more migration level events or perceived existential threats to Twitter, the general public won’t fly the coop.
The appeal of the elephant site right now is the ability to fully isolate undesirables and to be where people like Elon Musk have no control but if you and your community aren’t affected by their shenanigans (not necessarily due to political leanings or social views but because for you it’s like looking at foreign news on TV), there’s no reason to move because everything still works just fine. Moving there means doing the same thing at a different place which has slightly different features but with more technical barriers.
Yes, the technical barriers exist and not just from the need to choose servers but things like finding out who to follow (because people’s followings are limited), posts not being carried over when moving servers, inconsistent display of metrics, having to follow accounts before you can add them to lists, etc.
It certainly doesn’t work as a 1:1 replacement and people looking for that won’t see the appeal. Mastodon’s pull factor has to be something else and the reasons will be different from one person or community to the next.
One thing’s for sure, both sites are about the communities, without which, they won’t survive, let alone thrive. A social network is its people, not the features or the platform.
Mastodon’s features and platform may help support a healthier community but as long as the community leads, public figures, or thought leaders haven’t moved over, the majority of the population won’t either.