🧵 Where No Media Has Gone Before

✨ BBC and Heise boldly exploring the Fediverse frontier. We take a closer look in this best-practice edition of Stitch & Styles. Plus: 5+1 Brands That Slay On Threads.

🕡 It’s 7:30 a.m. on a Thursday in Berlin. New York is still dreaming — it’s 1:30 a.m. In LA, it’s Wednesday night — 10:30 p.m. and counting.

🖐️ Hello everyone, Daniel here — approaching the second anniversary of Threads. Let’s (finally) ask the tough question: Do media companies and brands need to have a Threads account?

We’re stitching our way toward an answer and learning from the best. Yes, many brands and media outlets have given up on Threads. Many never even got started. But how do the successful ones do it? We’re going on an expedition! Grab your gear.

🧠 What’s Inside This Issue: We’re traveling beyond the borders of Threads into the federated social web — visiting two traditional media outlets who are active in places where no other media has gone before: the British public broadcaster BBC, and the German tech magazine Heise, both with accounts in the Fediverse.

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1️⃣ Weekly Edit + This Week’s

Style & …

🧶 Weaving a Fediverse Network: How Heise Embraces Mastodon & PeerTube

German Tech-Publisher Heise has rapidly built a strong presence on Mastodon. In fact, one year after launching its @heiseonline account in November 2022, the outlet now boasts about 61,000 followers and 12,000 posts. Heise proudly notes that Mastodon “has established itself as a serious alternative” to Twitter – to the point that roughly as much website traffic now comes via Mastodon as via Twitter/X. Over the past year, links shared on Mastodon drove about two-thirds as many visits to heise’s site as Twitter did, even though Twitter still has far more followers overall. Engagement is high, too: only about a dozen Heise tweets got 50+ reshares, whereas over 250 Mastodon posts passed that threshold. All in all, Mastodon has become one of Heise’s biggest social channels – exactly the kind of audience (privacy-minded, skeptical of Big Tech algorithms) that Heise wants to reach.

Heise didn’t stop with a single account. Just 2½ months after launch, the @heiseonline feed migrated from mastodon.social to a custom Heise instance (social.heise.de). This in-house server now hosts multiple Heise media accounts: besides @heiseonline it includes c’t (@ct_Magazin), heise Security (@heisec), Make (@MakeMagazinDE), the German MIT Technology Review (@techreview_de), telepolis, and others. In effect, Heise has created its own mini–Fediverse community. Editors and readers alike can follow curated feeds for each publication, all delivered in the fully chronological, ad‑free Mastodon style. As Heise notes, having a private instance also makes experimentation easy (for example, re-posting top stories via hashtag each week) and the cost remains modest – just a few hundred euros a month for hosting.

PeerTube: Decentralized Video Without the Algorithms

Heise’s Fediverse strategy extends beyond text to video. Late in 2024 the company quietly launched its own PeerTube instance – the free, federated alternative to YouTube. As one industry observer wrote, “Heise (the leading IT news portal in German speaking countries) have started their own PeerTube instance for their videos” (locked.de) – a move praised as “pretty cool” by Fediverse fans. The new site (peertube.heise.de) lets viewers watch Heise’s clips free of YouTube’s opaque recommendation algorithms. In other words, Heise video content is now delivered directly to Fediverse subscribers, where chronological timelines and user subscriptions (not corporate feeds) determine what you see. This aligns perfectly with Heise’s audience: people who “see big US platforms critically” and prefer to avoid algorithm-driven feeds. The PeerTube launch was announced internally as “Willkommen auf der PeerTube-Instanz von heise medien,” inviting users who want to “watch our videos without opaque algorithms” to subscribe. In short, Heise has “stitched” video into its Fediverse wardrobe, ensuring their news clips reach followers on Mastodon (and any other ActivityPub client) on Heise’s own terms.

“Our heise online account on Mastodon is now among the largest media pages worldwide. So it was only logical to also bring our videos into the Fediverse. Here, we reach an audience that is not influenced by algorithms and is critical of the big U.S. platforms. That’s exactly where our target group belongs.”
Hannah Monderkamp, member of the Heise editorial team on LinkedIn

Beyond Mastodon: Pixelfed, WriteFreely & More

The Fediverse is richer than just Mastodon and PeerTube, and Heise is clearly aware of that broader ecosystem. For example, Heise recently covered Pixelfed – the Instagram-like, photo-sharing network in the Fediverse – noting that like Mastodon it uses the ActivityPub protocol and offers an ads-free, chronological feed. (After Meta’s announcement to “significantly change” moderation, Pixelfed saw an influx of users, and Heise reported its new iOS/Android apps.) While Heise has not (yet) launched an official Pixelfed profile, the company’s embrace of Fediverse technology suggests it could expand into images or other media soon.

For instance, Pixelfed’s mobile app (shown above) lets users scroll through a chronological photo gallery and trending tags – a very different vibe from algorithmic Instagram. Heise’s own PixelFed news story emphasizes that Pixelfed “does not use advertising, is open source and displays posts in chronological order by default”.

The Style & Stitch on It: In practice, the Fediverse encompasses even more than photo and video: there are federated blog platforms (like WriteFreely), audio networks (Funkwhale), event organizers (Mobilizon), and forum alternatives (Lemmy), all interoperable by ActivityPub.

By building its own Mastodon server and joining PeerTube, Heise has “knitted” itself into this tapestry. The multiple Heise accounts on social.heise.de (listed below) mean their journalism can flow freely – text, video, and potentially photos or podcasts – to any Fediverse user who chooses to follow them.

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2️⃣ Inside the Workshop: How the BBC Discovered the Fediverse — and the Dream of a Public Service Fediverse 🧵

At FediForum 2025, Ian Forrester — formerly with BBC R&D — made a compelling case for rethinking public media's role in the social web. Speaking not on behalf of the BBC, but drawing from his experience, Ian outlined why the current social media landscape is broken — full of surveillance, anxiety, and commercial traps — and why public service broadcasters must look beyond the ‘platforms’ toward the Fediverse.

Key ideas:

• Public broadcasters should be part of a decentralized network, not just pushing content into it.

• Tools like ActivityPub, PixelFed, and Ghost with federation support offer real potential for new, healthy digital spaces.

• Metrics must shift from views and likes to community care, trust, and long-term relationships.

💬 One of his strongest calls:

“Moderation should be seen as community care — not a cost of doing business.”

His vision? A "Public Service Fediverse" where broadcasters run their own nodes, maintain healthy online communities, and act as living examples of digital responsibility — not by following the audiences to the latest app, but by shaping the spaces they should want to be in.

But the reality? Ian Forrester offered a candid look at the status quo of the BBC’s involvement with the Fediverse, mixing insider insight with critique:

📡 Where the BBC Stands Now:

• The BBC does not officially endorse or fully embrace the Fediverse, but it has experimented.

• Forrester revealed the BBC ran its own Mastodon instance, connected to their content management system, to syndicate posts. This was more of a publishing pipeline (CMS ➝ Mastodon ➝ Fediverse) rather than a true two-way integration.

• He noted other broadcasters, like ZDF and members of the European Broadcasting Union (EBU), have done similar microblogging experiments.

• These efforts are largely limited in scope and not yet embedded into deeper editorial or community strategies.

🛑 What’s Not Working:

• The approach is too broadcast-centric — content is pushed into the Fediverse, but the broadcaster remains outside of it in spirit and infrastructure.

• There’s little recognition that the Fediverse isn’t just another channel — it’s a different paradigm requiring shared ownership, moderation culture, and engagement models.

• BBC’s own experiments are hindered by the legacy mindset: still chasing audience reach via commercial platforms like TikTok and Instagram, even while scaling back on platforms like X (Twitter).

🔁 What Should Change:

• Forrester urged a rethinking of integration: Instead of posting to Mastodon, build federation directly into CMS tools, like 44.media does with Ghost and ActivityPub.

• He warned that following audiences at all costs leads to a dead end, and public broadcasters must lead by building better spaces.

🧶 How To Stitch It: The BBC has dipped its toes in the Fediverse — but a true public service transformation would mean diving in and helping shape the future social web from within.

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3️⃣ 5+1 (Media) Brands That Slay On Threads 🧵

As Threads approaches its second birthday, the platform is still figuring out what it wants to be. But some media outlets and brands have already found their unique voice — and they’re thriving.

💡 The lesson? There’s no single path to success on Threads. Finding your voice is part of the adventure.

📰 CNN – Speed Meets Substance (News)

CNN on Threads

CNN leverages Threads as a real-time newswire, posting breaking headlines and key facts as events unfold. Its posts are sharp, fast, and link out to deeper coverage. The strategy: be first, be clear, be seen.

Why it works: Threads favors short, frequent posts—and CNN delivers. By prioritizing timeliness over polish, it stays top-of-mind in a 24/7 news cycle.

🧵 Signature Tactics

• Real-Time Reporting: Posts breaking news within minutes

• Link + Headline Format: Fast facts, deeper reads optional

• Reply-Driven Engagement: Clarifies and updates in-comment

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🦉 Duolingo – Meme-Queen of Language (EdTech)

Duolingo on Threads

No brand rides the wave of internet culture better than Duolingo. From Gen Z slang to Charli XCX memes, it’s all about sass, speed, and staying in the loop. A recent zinger—“Life is short, bully a monolingual”—went viral.

Why it works: Duolingo’s cheeky persona feels like your funniest friend, not a language app. That relatability builds loyalty fast.

🧵 Signature Tactics

• Trend-Jacking: Turns viral moments into language jokes

• Meme-First Mindset: Humor drives visibility

• Chatty in the Comments: Constantly replies to fans & brands

🍔 Wendy’s – Chaotic Good Energy (Fast Food)

Wendy’s on Threads

Wendy’s brought its iconic Twitter voice to Threads—and didn’t tone it down. It’s random, funny, and weird in the best way (“Unhappy Hour Mondays” was a recent hit).

Why it works: The chaos feels human. It’s marketing that doesn’t feel like marketing.

🧵 Signature Tactics

• Offbeat First-Person Tone: Feels more friend than brand

• Menu-Driven Humor: Makes fans crave nuggets with jokes

• Two-Way Banter: Tags, replies, and dunks for community vibes

🚑 American Red Cross – Heart & Humor (Nonprofit)

American Red Cross on Threads

Disaster relief meets Gen Z energy. The Red Cross mixes serious updates with fun throwbacks—like a vintage photo labeled “It’s giving…Olympian.” It’s mission-driven, but with a wink.

Why it works: Their content feels human and hopeful. It invites participation, not just applause.

🧵 Signature Tactics

• Playful Historical Posts: Vintage + meme language = magic

• Friendly Tone: More casual than on other platforms

• Community Shoutouts: Highlights volunteers and real stories

📚 Barnes & Noble – The Book Club Everyone Wants In (Retail/Media)

Barnes & Noble on Threads

B&N owns its niche. It posts only about books—and followers love it. Literary memes, staff picks, and viral reader jokes keep bibliophiles commenting (a rarity on Threads).
Why it works: Total thematic focus. It’s a brand that knows its people.

🧵 Signature Tactics

• Laser-Focused Content: Books, books, books—nothing else

• Bookish Memes: Pop culture through a literary lens

• Threaded Questions: Prompts that spark real conversation

💼 Microsoft – Big Tech, Big Relatability (Tech)

Microsoft on Threads

Surprise: Microsoft is funny. Really funny. Their Threads posts riff on relatable frustrations—like closing the one browser tab you actually needed.

Why it works: No corporate stiffness. It shows how even tech giants can act human—and hilarious.

🧵 Signature Tactics

• Everyday Observations: Mundane moments turned punchlines

• Simple Text-Only Posts: No polish, just personality

• Daily Drops: Posts frequently to stay in the scroll

🪡 Final Thread Stitch: From serious storytelling to snarky nuggets, these brands prove Threads isn’t just a Twitter clone—it’s a space to reimagine voice, vibe, and connection. Want to stand out? Pick a tone, stay consistent, and join the conversation.

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4️⃣ Cut-Out Ready: Newsfluencers in the Microblogosphere 🪡

Still wondering — after last week’s Stitch & Styles — who those newsfluencers are that stepped in to fill the void left by Twitter as the go-to place for news?

Since we’re in best-case mode this week, we’ve compiled a list for your closer inspection. 👀

🇺🇸 United States

Joe Rogan
📍 Platforms: YouTube, Spotify (exclusive)
📌 Format: Podcast ("The Joe Rogan Experience")
🎯 Topics: Interviews, culture, politics, health
📈 Reach: ~20M YouTube subscribers (older clips), 1 in 5 Americans watch weekly
🏳️ Political stance: Libertarian / anti-establishment

Tucker Carlson
📍 Platforms: X (Twitter), YouTube
📌 Format: News show / commentary
🎯 Topics: U.S. politics, immigration, culture war
📈 Reach: 20M+ followers on X, heavily shared
🏳️ Political stance: National conservative

V. Spehar ("UnderTheDeskNews")
📍 Platforms: TikTok, Instagram
📌 Format: Sit-style news videos
🎯 Topics: Daily news, LGBTQ+, Democratic issues
📈 Reach: 3M+ TikTok followers
🏳️ Political stance: Progressive

🇬🇧 United Kingdom

James O’Brien
📍 Platforms: YouTube, TikTok
📌 Format: Radio clip videos
🎯 Topics: UK politics, Brexit, culture
📈 Reach: Millions of views regularly on TikTok & YouTube
🏳️ Political stance: Liberal, pro-European

Owen Jones
📍 Platforms: YouTube, X (Twitter), Substack
📌 Format: Videos, interviews, columns
🎯 Topics: Social justice, Labour Party, media criticism
📈 Reach: 1M+ on X, 250k+ on YouTube
🏳️ Political stance: Left / Socialist

Russell Brand
📍 Platforms: YouTube, Rumble, Instagram
📌 Format: Talk show "Stay Free"
🎯 Topics: System critique, spirituality, media analysis
📈 Reach: 6.8M YouTube subscribers (before demonetization)
🏳️ Political stance: Libertarian-spiritual

🇩🇪 Germany

Rezo
📍 Platforms: YouTube, X (Twitter)
📌 Format: Video essays
🎯 Topics: Political party criticism, media, digitalization
📈 Reach: 1.7M YouTube subscribers, 400k+ on X
🏳️ Political stance: Left-liberal

Tilo Jung
📍 Platforms: YouTube, Bluesky
📌 Format: Interview series "Jung & Naiv"
🎯 Topics: Government, media, democracy
📈 Reach: 500k+ on YouTube
🏳️ Political stance: Left / Green

Mirko Drotschmann ("MrWissen2go")
📍 Platforms: YouTube, Instagram
📌 Format: Political explainer videos
🎯 Topics: History, politics, education
📈 Reach: 1.9M YouTube subscribers
🏳️ Political stance: Neutral / education-oriented

Luisa Neubauer
📍 Platforms: Instagram, X (Twitter), Mastodon
📌 Format: Activism, climate posts, political commentary
🎯 Topics: Climate policy, intergenerational justice
📈 Reach: 660k on Instagram, 420k on X
🏳️ Political stance: Green / Progressive

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5️⃣ This Week’s …

… Stitches

🧵 Mainstream still far off the Fediverse’s runway

According to Exploding Topics, searches for “decentralized social media” have surged — signaling a rising curiosity about the Fediverse.

But so far, it’s more of a whisper in the crowd than a headline in the city.

“Decentralized social media” searches have risen 138% in the last 5 years, peaking at over 4,000 searches per week recently.

— Exploding Topics

The report published this week, highlights how Mastodon’s growth surged during X’s decline last year, and platforms like Bluesky, Pixelfed, PeerTube, Lemmy, and WordPress are all contributing to a trend in online decentralization

Yet, the journey remains long. The Fediverse presently hosts only a few million users. Key challenges? It’s still complex to join, moderation remains fragmented, and discoverability lags behind centralized giants.

The Style & Stitch on It:

Think of the Fediverse as haute DIY fashion—stylish, unique, artisan-crafted. But until it’s runway-ready, it won’t walk the big stage. The rising search volume shows people want an algorithm-free alternative, but real engagement remains runway probation—not prime time.

🧷 How to Stitch It: We’re getting the searchlights—but the fabric is still in production. Yes, awareness is rising... but until user numbers climb significantly, the Fediverse remains more creative atelier than mainstream couture.

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🔍 Open Question for the Next Issue of Style & Stitches: Now we know: media and brands can succeed on Threads — and even in the Fediverse. But the real question is: Should they? We’re calling a public hearing in next week’s issue to investigate: Who really needs Threads? 🎤 Invited to testify: social media users, Meta, advertisers, and the Fediverse.Share this issue with fellow socials to support Style & Stitches.