In recent weeks, online communities have been abuzz over Bluesky, a new social media platform touted as a credible alternative to X (formerly Twitter).
This surge in interest follows the app’s rapid growth, reportedly attracting over a million new users shortly after the US Presidential election.
Bluesky’s rising popularity has coincided with mounting dissatisfaction over changes to X since its acquisition by Elon Musk in 2022.
Analysts point to Musk’s controversial involvement in political discourse, including his perceived promotion of misinformation during Donald Trump’s campaign, as a key driver of the shift. The European Union and other critics have repeatedly warned against the spread of extremism on X, further fueling discontent among users.
Adding to the exodus is a recent policy change on X that limits creator revenue eligibility to interactions from verified users, a stark contrast to the previous system where all engagements contributed to payouts.
Bluesky’s origins are closely tied to X’s predecessor, Twitter. In 2019, then-CEO Jack Dorsey announced plans to fund the development of an open, decentralised standard for social media. By 2021, Bluesky had spun off as an independent entity under Dorsey’s leadership.
The platform offers a user experience reminiscent of X, including features like posting, replying, and direct messaging.
However, Bluesky sets itself apart by empowering users to tailor their feeds through customisable algorithms. It also allows individuals to use their website addresses as handles, providing a built-in verification method for prominent users.
Social media analyst Nyandia Gachago notes that decentralisation—a core feature of Bluesky—is a major draw for users.
"The ability to control one’s data and content across platforms resonates with privacy-conscious users, especially amid the cultural shifts under Musk’s leadership at X," she explains.
Other factors fueling interest include Bluesky’s ad-free environment and its exclusivity, as access remains invite-only. This scarcity has created a sense of curiosity and fear of missing out (FOMO) among potential users.
Opportunities for businesses
For marketers and businesses, Bluesky presents a unique opportunity. According to Ms Gachago, the app’s early adoption phase allows brands to connect with tech-savvy users in a less saturated space.
“Bluesky’s focus on privacy and ethical data practices positions it as an ideal platform for establishing trust. Brands can experiment with decentralised tools like custom algorithms and foster community-driven campaigns,” she says.
“This is a golden opportunity for innovative marketers to gain a first-mover advantage as the platform evolves.”
A 2024 Media Reactions survey by market research firm Kantar reveals a growing reluctance among advertisers to invest in X. The report found that 26 percent of global marketers plan to reduce their advertising spend on X due to concerns over extreme content that could harm brand reputation. Trust in X advertisements has also dropped, from 22 percent in 2022 to just 12 percent this year.
X’s revenue has faced significant challenges since Musk’s takeover in October 2022. Within three months, the platform reportedly lost half its ad earnings. Meta’s Threads, another rival launched in July 2023, briefly stirred excitement but failed to address the core needs of X’s disenchanted user base.
The road ahead
Bluesky’s rapid rise suggests a growing appetite for platforms that prioritise user control, ethical practices, and innovative features. Whether it can sustain this momentum and rival X in the long term remains to be seen. For now, Ms Gachago says it offers a promising alternative for users and marketers alike.
