Under Elon Musk’s ownership, X has lost an average of 14% of its users monthly. In fact, at least 115,000 users deactivated their accounts immediately following the US election on 5th November 2024 [1]. The Guardian has also joined the exodus, stating that “the benefits of being on X are now outweighed by the negatives” [2].
Like The Guardian, users are favouring other social media sites. Bluesky, a social media platform created by former Twitter CEO Jack Dorsey, has gained over 10 million new users since the election. As of December 2024, it boasts 24 million users, joining platforms like Meta’s Threads as an alternative to Musk’s X [3].
But what exactly is Bluesky, why is it becoming popular, and what could this mean for brands?
What is Bluesky?
From its blue butterfly logo to its familiar user interface, Bluesky is a microblogging social media platform that is curiously similar to a pre-musk Twitter. Users can post, repost, like and comment on text, images, and videos.
Self-described as ‘social media as it should be’, Bluesky is decentralised, meaning users can host their data on servers other than those owned by the company. It also allows users to select the algorithms they want to see through custom feed creation.
About the author
Simarin Tandon | Performance and Digital Marketing Manager
Having worked with brands across the Beauty &Wellness, FMCG, FinTech, and Home & Lifestyle sectors, Simarin focuses on driving acquisition and growth, whilst managing the performance team at brandnation.
A curious marketer, Simarin is always on the pulse when it comes to performance and digital updates across both paid and organic platforms.
The platform offers greater content moderation, enforcing community guidelines that forbid hate or extremist conduct. It also offers a collaborative moderation tool called Ozone, empowering users to share their own community standards.
How did it begin and who owns it?
Bluesky began as a research project led by Jack Dorsey three years before Elon Musk acquired Twitter.
Dorsey aimed to develop an open, decentralised standard for social media, funding developers to bring the idea to life. Bluesky remained invite-only until February 2024, when it opened registrations to the public.
Today, it operates as an independent company, with its CEO, Jay Graber, holding majority ownership.
Why are people moving to Bluesky?
Perhaps more than ever, consumer behaviour is value-aligned. Brands and platforms must not only meet user needs but align with their values, too.
In 2012, six years after Twitter’s launch, the company introduced its iconic bluebird logo. With its gaze tilted upward, the bird symbolised hope, freedom, and development. The platform became a space for open, real-time communication, facilitating culture movements such as #MeToo.
Under Musk’s leadership, however, Twitter underwent significant changes. Rebranded as X, the platform was repositioned as a sleek digital ecosystem capable of messaging, banking, and e-commerce. While ambitious, these changes have alienated many users.
Coupled with Musk’s controversial support for Donald Trump, X has seen its value decline. The platform’s brand worth has plummeted from $5.7 billion in 2022 to just $673.3 million in 2024. Similarly, quarterly ad revenue feel from $1 billion in 2022 to $600 million in 2023 [4].
By offering a decentralised, user-focused, value-driven alternative, Bluesky has positioned itself as the platform of choice for those disillusioned with X.
How does it compare to X?
Compared to X, Bluesky offers:
- Decentralised servers: Unlike X, which is controlled centrally, Bluesky lets users host their own servers, curate communities, and establish unique moderation policies.
- User-controlled algorithms: Bluesky allows users to choose the algorithms that shape their feeds. In contrast, X’s algorithm has been criticised for amplifying inflammatory content.
- Increased content moderatoin: Bluesky enforces clear rules against hate speech, while X’s “free speech” policies have faced backlash.
- Improved privacy: While X recently altered its block function to let blocked users view public accounts, Bluesky focuses on minimising unwanted interactions. For instance, users can detach their posts from another’s quoted post.
- An ad-free environment: Bluesky currently operates without ads, while X has faced criticism for its ad-heavy model.
What can brands take away from this?
Bluesky’s growth offers a glimpse into the future of social media: user-centric platforms with transparency and control at their core.
- Monitor Bluesky’s trajectory: With its expanding user base, Bluesky is a platform to watch.
- Proceed with caution on X: X has over 600 million monthly active users, but brands should assess whether it still fits into their strategy.
- Change can alienate users: X’s extensive rebranding created opportunities for competitors like Bluesky to gain traction.
- Values matter: Elon Musk’s association with Trump underscores the importance of aligning platforms and brands with user values.
People are leaving X for other platforms, but it’s too soon to say whether Bluesky will be the new X. With that said, Bluesky’s trajectory suggests it has the potential to disrupt the status quo.
If you would like to elevate your social media strategy, get in touch.
[1] https://fortune.com/2024/11/14/x-elon-musk-leaving-election-trump-threads-bluesky-social-media-fragmentation/
[2] https://www.theguardian.com/media/2024/nov/13/why-the-guardian-is-no-longer-posting-on-x
[3] https://www.cnet.com/tech/bluesky-explained-why-this-social-media-network-is-now-growing-by-1-million-users-daily-luke-skywalker/
[4] https://talkmarkets.com/content/visualizing-the-decline-in-brand-value-of-x-formerly-twitter?post=467987
