The Sky’s the Limit: Bluesky Grows Social Following Amid Mass Exodus from X
From X to Bluesky
In recent months, the microblogging social media platform X (formerly Twitter) has faced growing criticism from users, celebrities, companies, and news outlets. The dissatisfaction with X stems from the increasing political polarization of the platform since Elon Musk acquired ownership in April 2022. Musk, initially claiming that he would keep the platform politically neutral, has since recanted, utilizing X as a political catapult of allyship for right-wing president-elect Donald Trump. The shift has left users and companies questioning their presence on X.
But politics isn’t the only qualm users have with X. Since Musk’s acquisition, X has introduced many controversial changes regarding safety, privacy, and authenticity, including eradicating the block feature and making the blue check mark verification a payable subscription. Blue checks previously served a purpose of vetting accounts like celebrities, politicians, and brands for authenticity to mitigate misrepresentation and misinformation. Since X has implemented paid subscriptions, the vetting process has ceased to exist, raising growing concerns over identity theft and misinformation. Most recently, X’s updates to its AI models and data-sharing practices have alarmed users as to how their data are being shared on the app. These updates offer limited transparency, lacking detailed explanation on how data will be used and shared with third parties. If X users do not opt-out, external entities may use publicly available data and content on the platform to train their AI models, sparking debate over the ethical use of public online data for AI purposes.
Despite the recent mass departures from X, there are still many users remaining on the platform. The nostalgia of “old Twitter” lingers in the air as users hang on to what the platform once was — or what it continues to be for them. Many users and companies have built communities, amassed followings, and connected with likeminded users. Years’ worth of content, likes, shares, and retweets are hard to part ways with, leaving users and brands with a sense of loyalty to stay with the app — at least for now. Brands are now left with a choice: do they stay despite the political turmoil and platform changes, or do they seek out alternatives?
Enter Bluesky: a new social media platform designed to put control back into the hands of its community. Since becoming public in February 2024, Bluesky has amassed over 22 million users, capitalizing on the frustrations with X’s political affiliations, algorithms, and lack of user autonomy. After the presidential election, Bluesky’s user base has surged, with a growth rate of around 1 million users a day.
Bluesky’s tagline — “Social media as it should be. Find your community … and have some fun again” — highlights a seemingly cheeky nod to the discontent with X, offering solace to those seeking alternative avenues. On Bluesky, users can enjoy customized feeds and personalized algorithms, a breath of fresh air in contrast to X. So how do marketers navigate a new social platform alongside the decline of another? Let’s explore.
Bluesky’s differentiators
Bluesky’s appeal? Its promise of “your timeline, your choice.” While interfaces are similar between Bluesky and X, Bluesky’s custom feed options stand out. It allows users to stay focused on their friend groups, keep up to date on the latest news and sports, or explore an algorithm that learns what they like. Either way, the user gets to choose. Users can also “Control Their Scroll” with content filters and moderation lists that put the control of what content ends up on their timeline in their own hands. Bluesky also offers a decentralized platform, allowing users to host their data, reducing the risk of data breaches, and ensuring users have control over their own information.
While Bluesky’s customization sets it apart from X, it still has a long way to go to catch up to the social media giant. While varying numbers can be found across the interweb, global X usership sits at around 429 million, diluting the 22 million followers Bluesky has accumulated. Meta’s Threads has 275 million users, making it a closer rival to X. Although Bluesky’s following is small in comparison, platforms like Threads have noticed the rapid growth of the platform and have already made changes to keep up. For example, Threads quickly rolled out custom feeds, much like Bluesky’s custom feed option, just five days after Threads announced the launch of their custom feed testing, following increased pressure from Bluesky’s customization options.
Advertising opportunities for marketers
While there are no immediate plans for advertising and monetization on the app, Bluesky is open to the idea of adding potential revenue streams if they remain non-intrusive to users. The social network is exploring various social advertising models to identify how potential opportunities could be effectively integrated into its platform. Reddit’s community-based advertising model and TikTok’s creator boost model are among the archetypes in consideration. As for X, the platform remains heavily used by advertisers and monetized, with subscriptions for premium features and ad revenue sharing for creators.
How should marketers navigate the shift?
The commotion surrounding X has opened doors for new platforms like Bluesky, but as marketers, there’s no need to panic or rush. Instead, treat these platforms as opportunities for experimentation. Whether Bluesky becomes the next big thing or fades into the sky, its rapid increase in popularity serves as a reminder of the ever-changing nature of social media marketing.
Is Bluesky right for your brand? While the platform is seeing a user surge, it is still in the early stages of social growth. The small (relatively speaking) but mighty usership may appeal to niche audiences that focus on community-driven content with more meaningful engagement. Early adopters of Bluesky could potentially establish their brand as a pioneer of the platform, curating space for authenticity and growth potential. However, reflect on your following and engagement on X. If you’ve established a loyal following or continue to see consistency or growth on the platform, it may not be the right time to abandon ship. Consider Bluesky as a potential addition to your social media repertoire as opposed to a replacement.
For those considering a brand presence on Bluesky, the thought of another social platform to entertain can be a daunting one. The good news is the hype is typically larger than reality. That doesn’t mean your brand shouldn’t follow along with the growing uptick in interest in the new social platform, but there’s no need to jump into uncharted territories prematurely or without a strategic plan. Here’s how marketers can capitalize on the emergence of Bluesky:
- Secure your presence: set up a company profile and secure your handle to protect your brand identity
- Explore the platform: familiarize yourself with Bluesky’s features, algorithms, and user interface
- Focus on organic growth: experiment with organic content strategies and focus on building a content base for your profile
- Stay informed: keep an eye on platform developments, another potential surge in follower growth, and future advertising opportunities
Focusing on building a presence will ensure that brands are ahead of industry trends and can adapt to audience preferences and changes in the social media landscape while reducing potential time and resources used on a platform that may not amount to anything in the short term. Keeping up to date on Bluesky’s platform and user dynamics prepares brands for potential future advertising opportunities and additional surges in user growth as the platform continues to take shape.
