From Walled Gardens to Shared Streets
For years, social platforms have felt like separate cities with their own laws and customs. You could visit them, but you couldn’t bring your house, your friends, or your shop with you. If you left one city, you left your community behind.
That separation is starting to soften. A protocol called ActivityPub is turning those cities into districts of a larger, shared metropolis often called the fediverse. In the fediverse, you can choose your neighborhood, move when you want, and still keep your address and your relationships. You can follow people across services. You can publish from your own website and reach people who use entirely different apps.
This shift is no longer a niche hobby. WordPress has an ActivityPub plugin that turns sites into followable accounts. Mastodon, Pixelfed, and PeerTube have built communities for text, photos, and video. Even large commercial apps are starting to test interoperability. The result is simple but powerful: social is becoming more like email. Many servers, one network.
This article explains what ActivityPub actually does, why it’s gaining traction, and how creators, publishers, and brands can make the most of it. We’ll also dig into moderation, discovery, analytics, and the messy parts you should plan for. If you want a clear picture of how to show up in the fediverse without getting lost, keep reading.
What ActivityPub Is, in Plain Language
ActivityPub is a web standard for sending social updates between servers. It defines how an account (an actor) can publish an activity (like “Create,” “Like,” “Follow”) about an object (such as a post, image, or video). It ensures those activities are delivered to the people who are supposed to see them.
Here’s the mental model:
- Actors: People, organizations, or bots with accounts. Each account lives on a server (also called an instance).
- Objects: Posts, comments, images, videos, or even events.
- Activities: What actors do to objects—create a post, like a post, follow an account, or share someone else’s post.
Each server has two mailboxes for each actor: an outbox (where your new activities go out) and an inbox (where activities from others arrive). The protocol covers how servers discover each other, verify messages, and store them. If you run your own server, you can participate in the conversation. If you don’t, you can join a public server that does it for you.
The fediverse is the ecosystem of services that use ActivityPub to talk to each other. Mastodon is the best known, but it’s not the only piece. Lemmy handles forums, Pixelfed handles photos, and PeerTube handles video. WordPress sites can become ActivityPub publishers. Many more tools and apps exist, and they can all interact.
One Address Across Apps
In the fediverse, your identity looks like an email address, such as @alex@news.example. That tells others which server hosts your account. People can follow you from any compatible app by using this address. You can post from your server and reach followers across different services.
How Following Works
When someone clicks “Follow,” their server sends a follow request to your server. If you approve, your server delivers your future posts to that follower’s inbox. From their point of view, it feels like a conventional follow, even if you’re on completely different software.
Why Big and Small Players Are Paying Attention
Two things explain the attention. First, people want control. They want to choose where their data lives. They want a way out if a platform changes. Second, platforms want a larger graph without having to own every server and every user. Interoperability lets them plug into a broader network while still offering a polished experience.
For creators and brands, federation expands reach without multiplying workload. You can post once and be discoverable in many apps. If you own your domain, you can keep your identity even if you change servers later. That stability matters.
Benefits for Creators
- Portable audience: Move servers and bring your followers with you (migration is built into many fediverse apps).
- Own your name: Use your domain as your handle. If your domain is yourname.com, your handle can be @you@yourname.com.
- Cross‑app reach: People on Mastodon, Pixelfed, or other ActivityPub services can follow you, even if you post from your own site.
- Better fit communities: Choose a server with moderation and norms that match your values and content style.
Benefits for Publishers and Brands
- Direct distribution: Publish from your CMS and reach readers who follow your domain.
- Lower platform risk: Your social presence is not tied to a single app’s business model.
- New data points: Open protocols make it easier to collect public engagement signals ethically.
- Flexible presence: Run a branded server for tighter control, or join a popular server for built‑in discovery.
Moderation Without a Central Switch
In a single‑platform world, the platform sets the rules. In a federated world, each server has its own rules, tools, and teams. That sounds chaotic, but in practice it creates an ecosystem with many options. If you want a family‑friendly space, you pick or run a server that enforces that. If you want looser norms, you pick a server that allows them.
Moderation in the fediverse happens at several layers:
- Account level: You can mute, block, or filter specific accounts.
- Server level: Admins can block or limit other servers. They can also remove content or accounts that break the local rules.
- Network level: Communities share block lists and warning lists. Some use relays to strengthen visibility of friendly servers.
Trade‑offs exist. Fragmentation means rules are not uniform. However, it also means one bad policy doesn’t affect the entire network. If you don’t like your server’s approach, you can move. Migration takes planning, but it’s possible without losing your audience on many implementations.
Choosing the Right Server
Look for clear, published policies. See how active the moderators are. Check server performance and reliability. Consider location, language, and audience. If you’re a brand, consider whether you want your own server. Running your own instance adds control and compliance options but requires technical management and a moderation plan.
Spam and Abuse Defenses
- Rate limits and verification discourage spam floods.
- Server trust lists help separate reputable servers from unknown ones.
- Report workflows give moderators the signal they need to act.
- Content filters allow users to reduce unwanted topics or spoilers.
Discovery in a World of Many Servers
Discovery looks different without a single central feed. Instead of one “For You” page, fediverse apps usually offer a mix of:
- Home: Posts from people you follow.
- Local: Posts from people on your server.
- Federated: A sampling of posts known to your server from the wider network.
- Lists and hashtags: Ways to organize and find specific topics.
Servers learn about content through follower connections, replies, boosts, hashtags, and relays. Some servers also compute trends and recommendations, but there is no single global algorithm. This diversity can feel quieter at first. Over time, it becomes a strength: you have more control over what you see.
Practical Discovery Tips
- Use consistent hashtags for series or themes.
- Post alt text on images. Many communities reward accessibility with attention.
- Join lists or create them for your niche. Curators are powerful in the fediverse.
- Participate in conversations. Replies travel far and help others find you.
Privacy and Scope Controls
Posts can be public, followers‑only, or limited. You can lock your account so follows need approval. Keep in mind that direct messages are often delivered like posts with narrow audiences and may not be end‑to‑end encrypted by default. Treat anything sensitive with care.
Monetization Without Monoculture
Because there isn’t one company running the network, monetization is also more varied. You won’t find a single ad dashboard that buys attention across the entire fediverse. Instead, you’ll use a mix of approaches.
- Direct support: Link to your memberships, donations, or shop. Many creators use sponsorships or fan funding.
- Branded accounts: Share useful updates, how‑tos, and support content. Authenticity matters more than huge blast campaigns.
- Server sponsorship: If you run a community server, members may support hosting costs and moderation. Transparent policies help.
- Events and collaborations: Host Q&A sessions, photo challenges, or topic weeks with other servers in your niche.
This is a slower, steadier approach than centralized ad buying. It often yields stronger long‑term relationships. Brands that show up with care, usefulness, and good listening tend to find traction.
Analytics That Actually Help
Open protocols make analytics simpler in some ways and harder in others. You won’t have a single database of everything. But you can collect public signals from your posts in a transparent, ethical way.
- Track inbound traffic from your fediverse handles to your site using UTM tags.
- Use your server’s admin tools to see follower growth and engagement.
- Observe public interactions like boosts, replies, and mentions. Many servers expose these through simple URLs.
- Keep a lightweight CRM for partner servers, curators, and superfans.
You can also A/B test content formats—threads, single posts, link posts—by measuring clickthrough and response quality. Because moderation norms vary by server, watch the tone and pace of responses and adjust for each community.
A 90‑Day Fediverse Playbook
Days 1–10: Foundation
- Pick a server that matches your goals. Read its rules and check uptime.
- Secure your handle. If you can, map it to your domain for long‑term stability.
- Set up profiles with clear bios, links, and a posting schedule.
- Audit your content for accessibility. Add alt text, captions, and descriptive links.
Days 11–30: First Connections
- Follow your niche. Start with known accounts and work outward through replies and boosts.
- Post regularly. Aim for helpful, compact posts. Use a consistent set of hashtags.
- Listen. Ask what people need. Offer resources. Avoid sales pitches at the start.
Days 31–60: Deepen Engagement
- Run a series (weekly tips, behind‑the‑scenes, office hours). Consistency builds habit.
- Collaborate with a curator or a partner server. Co‑host a themed thread or event.
- Measure what resonates. Drop what doesn’t. Double down on useful formats.
Days 61–90: Build Durability
- Document a playbook for tone, replies, and moderation escalations.
- Experiment with cross‑posting from your website using an ActivityPub plugin.
- Invite feedback. Gather suggestions publicly and show the changes you make.
Technical Notes for the Curious
You don’t need to be a developer to use the fediverse. But a little technical context helps when planning strategy.
- Addressing: Accounts use an @user@server format. Discovery often uses WebFinger, a standard way to map a handle to a profile URL.
- Security: Servers authenticate deliveries using HTTP Signatures. Some systems also use signed activities for extra assurance.
- Shared inbox: Many servers use a single endpoint to receive activities addressed to multiple users, improving efficiency.
- Limits vary: Post length, media size, and rate limits differ by software and server. Plan your content to fit common constraints.
- Software variety: Mastodon, Misskey, Pleroma, Lemmy, Pixelfed, and PeerTube all implement ActivityPub differently. Expect minor quirks.
Running Your Own Server
Pros: complete control of moderation, branding, and data. Cons: you’re responsible for uptime, security updates, backups, and compliance. If you go this route, set clear policies, publish contact information, and plan for abuse handling before you open registration. Start small and iterate.
Interoperability Headaches and How to Plan for Them
Federation is powerful but imperfect. Think ahead about these issues:
- Content fidelity: Not all apps render the same features. If you rely on advanced formatting, test how it looks across popular clients.
- Media handling: Video and high‑resolution images may be downsampled. Add alt text and keep files within common limits.
- Account migration: Some software supports redirects and follower migrations. If you plan to move servers, read the docs before launch and communicate early.
- Rate limits: Bulk posting can flood inboxes and trigger defenses. Pace your posts and avoid aggressive automation.
- Local laws and policies: Servers may be hosted in different countries with different rules. Pick hosts that match your requirements.
Bridging Your Website and the Fediverse
If your site runs on WordPress, the ActivityPub plugin lets people follow your site from their fediverse accounts. When you publish a post, followers get it in their timelines. Replies can show up as comments. This reduces dependence on third‑party platforms and builds a direct line to readers.
Even without a plugin, you can cross‑post summaries with clean links back to your site. Keep the preview short, label it clearly, and avoid link shorteners that hide the destination. People prefer transparency.
Accessibility Is a Growth Strategy
Accessibility is not just an obligation; it’s a growth engine. The fediverse has strong norms around alt text for images and content warnings for sensitive topics. Following those norms earns goodwill and increases reach.
- Alt text: Describe the essentials. If the text in the image matters, include it in the description.
- Captions: Add captions for video and audio content. Provide transcripts when possible.
- Readable posts: Short paragraphs, clear headings, and descriptive links help everyone, not just screen reader users.
Designing Content for Many Homes
Because your posts will appear in different clients, write for portability:
- Lead with value: The first sentence should tell readers what they’ll get.
- Use consistent tags: A branded hashtag for series makes it easier to follow along.
- Post at human pace: Don’t blast. Reply and listen between posts.
- Embrace conversation: A thoughtful reply is often more visible than the original post.
Case‑Style Scenarios
An Independent Photographer
A photographer runs a site on their own domain and uses Pixelfed for photo sharing. They install the ActivityPub plugin on WordPress and map their fediverse handle to their domain. People can now follow @photog@theirname.com from Mastodon or Pixelfed. The photographer posts one image per day with alt text and a short story. They participate in weekly photo themes, which brings new followers steadily. Print sales and workshop sign‑ups come through clean, well‑labeled links.
A Local Bookstore
The bookstore joins a city‑focused Mastodon server with clear community guidelines. They post staff picks on Mondays, new arrivals on Wednesdays, and event reminders on Fridays. They highlight local authors and partner with the public library for a monthly Q&A. They avoid pushy sales language. Instead, they share snippets, reviews, and reading guides. Traffic to their events increases because followers trust their recommendations and feel part of the community.
A Software Company
The company runs its own server for support and engineering updates. They set strict moderation rules and publish uptime status messages. Support agents answer questions in threads and link to docs. Engineers share release notes that are mirrored to their documentation site. The company also maintains a presence on a larger server to reach a broader audience, but directs detailed support to their home instance. This hybrid model balances reach with control.
Common Questions, Answered
Is the fediverse just another platform?
No. It’s a network of platforms that can talk to each other. You can participate through many different apps and servers. If one service closes, the network continues.
Do I need to move everything over?
No. Start small. Use the fediverse to share content you already create. Learn the culture before you scale up. Many people keep a presence on several networks while using the fediverse for its strengths.
What if I pick the “wrong” server?
You can move. It takes coordination, but many apps support migration tools that redirect your old handle and bring followers along. Read your server’s policies on domain and account migration before you need them.
Is it safe for kids or schools?
It depends on the server. Look for education‑oriented or family‑friendly servers with active moderation. The advantage of federation is choice: you can select a space that fits your needs and values.
Practical Checklist for Teams
- Goals: Awareness, support, conversions, or community?
- Voice: Define tone, topics, and guardrails.
- Schedule: Plan cadence and stick to it.
- Moderation: Set triage rules for replies, reports, and blocks.
- Escalation: Decide when to move a conversation to email or support tickets.
- Metrics: Track clicks, responses, and sentiment, not just follower count.
- Backups: Export data regularly if your server supports it.
What’s Next for the Fediverse
Expect better onboarding, simpler moderation tools, and richer media support. We will likely see more cross‑posting tools that keep formatting consistent. Publishers will invest in their own servers, at least for flagship brands. More mainstream clients will add ActivityPub in the background so users can follow across apps without thinking about it.
There will also be growing pains. Some servers will close. Others will merge. Moderation norms will keep evolving. Through all of this, the core idea remains steady: your social life should not depend on a single company’s database. The fediverse offers a path to a more resilient social web built from many pieces that work together.
How to Start Today
- Pick a server and create a thoughtful profile.
- Follow ten accounts you respect and introduce yourself.
- Post one helpful thing per day for two weeks.
- Listen, reply, and ask questions more than you broadcast.
- Review your analytics at the end of the month and adjust.
The fediverse rewards patience and presence. You don’t need a big budget to succeed. You need clarity about why you’re there and consistency in how you show up.
Summary:
- ActivityPub lets different social apps connect, creating the fediverse.
- Creators and brands gain portability, control, and cross‑app reach.
- Moderation happens at account, server, and network levels, giving choice and resilience.
- Discovery uses home, local, federated feeds, plus hashtags and lists.
- Monetization is diverse: direct support, branded accounts, and community sponsorships.
- Analytics rely on public signals, server tools, and on‑site tracking.
- A 90‑day playbook helps teams launch, learn, and scale steadily.
- Expect interoperability quirks; plan for migration, media limits, and rate limits.
- Accessibility practices boost reach and goodwill.
- The future points to simpler onboarding, richer media, and more mainstream clients joining the network.
