Mastodon updates app to attract creators and simplify onboarding

On Wednesday, Mastodon announced plans to make its app more approachable for newcomers while also targeting creators with the launch of new features. The updates follow an 18-month expansion of Mastodon’s core development team, which added back-end, web, and mobile developers alongside a dedicated product designer. The platform, which serves as an alternative to larger networks like X and Threads, is part of the “fediverse”—a decentralized social web operating on the ActivityPub protocol, which allows independent servers to communicate with one another. Mastodon was thrust back into the spotlight after Elon Musk acquired Twitter (now X) in October 2022, but it has often struggled to retain new users due to the complexity of choosing and joining independent servers during setup.

Currently, Mastodon sees somewhere between 750,000 and 1 million monthly active users, depending on the source. While one third-party tracker estimates the user base is closer to 750,000 and another puts it as high as 1 million, Mastodon’s own website reports the figure is around 785,000. To address onboarding friction, the organization plans to make its server-selection process easier to understand while promoting smaller, specialized communities. According to a Mastodon blog post, “Mastodon is best when communities are spread across many independent servers, each with its own character and focus.”

To support this decentralized model, Mastodon is introducing new administrative tools to help independent server operators manage maintenance and moderation. These updates include features for using external blocklists, setting up content scanning to detect illegal material and spam, and reducing media storage requirements by routing remote media posts through a trusted third party. For creators, journalists, and public figures, the platform is rolling out redesigned user profiles, an enhanced compose interface, and a new email notification option that allows people to follow updates without creating a Mastodon account. It also plans to introduce Collections, a recommendation feature similar to starter packs, alongside its recently launched Quote Posts feature.

These product updates follow a significant shift in Mastodon’s leadership and organizational model. Founder Eugen Rochko stepped down as CEO after the platform announced its transition to a nonprofit structure. Felix Hlatky has taken over as executive director, and the organization will split Hlatky’s duties with Dr. Marius Rothermund, a certified German lawyer. Dr. Rothermund will provide legal expertise during the restructuring process, which involves three markets: the U.S., Germany, and Belgium.

Why it matters

Mastodon is attempting to improve user retention and growth by making its platform more approachable for newcomers and adding features to attract creators, following a leadership transition and a shift to a nonprofit structure.