Alternative social media, short alt-tech, are social media platforms that have become popular with those who hold extreme or extremist opinions, such as the alt-right or far-right. While the alt-tech ecosystem is not exclusive to the right, more often than not it provides a platform for those who have been banned from mainstream social media due to terms of service violations, often on hate speech or incitement of violence. Alt-tech platforms grew in popularity during the late 2010s and early 2020s and include social platforms created specifically for
, as well as social networks with less strict content moderation guidelines. Alt-tech includes generalist social networks as well as platforms for microblogging, online video, news, and online dating.
The user experience on alt-tech platforms
Extremism and hate are a global phenomenon – however, the United States is a particularly fertile ground for the creation and usage of such platforms. The last decade of tumultuous U.S. politics has polarized public discourse, and partisan division in the news media has led to audiences seeking out platforms with like-minded communities. During the same period, many prominent extremists were banned (de-platformed) from mainstream platforms such as Twitter or Facebook, and then turned to or even launched alt-tech social platforms to spread their views. Such audiences are found worldwide – extremists from Brazil, for example, have readily taken to alt-tech platforms from the United States.
On average, 15 percent of prominent users of examined alt-tech platforms had been indefinitely or permanently suspended, banned, or demonetized on other social media platforms. Content posted on prominent alt-tech accounts includes discussions on guns, abortion, LGBTQ, vaccines, and the January 6 attack on the U.S. Capitol. During the same study, it was found that almost a quarter of prominent accounts on the leading alt-tech sites appealed to right-leaning and pro-Trump values on their profile, with religious identity and patriotism and pro-America posts following in second and third place.
About three-quarters of user accounts on alt-tech platforms belonged to individuals, with the rest belonging to affiliated individuals and organizations. On average, almost two in ten accounts on alternative social media platforms asked for subscriptions or donations. According to a May 2022 survey of U.S. adults who used alternative social media platforms for news, the main reasons to use such platforms were to stay informed about current issues and events, as well as to follow specific accounts of users.
Spotlight: user data on alt-tech platforms
One of the key characteristics of alt-tech is lenient content moderation policies opposing free speech restrictions as allegedly found on mainstream social media sites, which have been found to be used as a cover for antisemitism, far-right, or conspiracy theory content on these platforms. However, the same degree of laxness also applies to user data protection and privacy settings on alt-tech platforms with Rumble appearing to have no major online privacy control options among all the platforms. Gab and Parler were relatively neutral, claiming they wouldn’t sell user data or have targeted third-party ads at the time of the research.
Despite being launched relatively recently and not having a significant user base, alternative social media platforms have become targets for hackers. Parler saw a breach of more than 60 terabytes of data in January 2021. Cybersecurity specialists stated that this was not due to hacking but instead the vulnerability was in the platform’s architecture, which resulted in the data breach.
What are the biggest alt-tech platforms?
Major alt-tech platforms which have gained prominence due to specific users appearing in mainstream news include microblogging services Gab, Gettr, Parler, and the Trump-affiliated Truth Social, as well as video platforms BitChute, DLive, Rumble, and Triller. Several of the mobile apps associated with these platforms have been removed from app stores due to their violation of the app stores’ content moderation and hate speech policies.
Despite their engaged user base, alt-tech platforms are far from mainstream. During a March 2022 brand survey in the United States, most respondents had never heard of Truth Social, despite the platform being founded by former U.S. President Donald Trump. In December 2022, the Truth Social app generated approximately 135,000 downloads. Political microblogging platform Parler also made headlines in October 2022 when Ye, formerly known as Kanye West, announced he would purchase the platform after having just been banned from Twitter and Instagram for antisemitic statements. The deal fell through in December 2022.
Mirroring the growing popularity of online video content among general online audiences, alt-right creators and audiences have embraced online video platforms, especially those with live-streaming capabilities. This brings specific challenges for content moderation during live broadcasts or streams which get removed immediately after concluding so they won’t get flagged for moderation. The rise of alt-tech video platforms can be linked to a YouTube policy crackdown on hate speech and violent content in 2020. The most visible alt-tech streaming sites include DLive, a youth-targeted gaming site that hosts white nationalist extremists or conspiracy theorists; and creator-focused Rumble, which reported 71 million MAU as of Q3 2022 and 13 million U.S. dollars in annual losses.
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