Millions of users are making the switch to Bluesky, the new social media platform gaining traction since Donald Trump's re-election as President of the United States. This growing trend reflects discontent with X, formerly known as Twitter, especially under Elon Musk's ownership.
Since Trump's victory on November 5, 2024, there’s been substantial upheaval on social media. X has witnessed its highest account deactivation rates ever, with over 115,000 users abandoning the platform just one day after the election. Many of these users cite Musk’s fierce support for Trump’s campaign and the resulting toxic environment on X as primary reasons for their exodus.
Lauded as the new alternative to X, Bluesky was co-founded by Jack Dorsey, one of the original Twitter architects. The platform, which allows users to create their own communities free from the overwhelming noise of extreme political voices, has suddenly turned the tide. According to reports, within just days after the election, Bluesky's user base skyrocketed by over one million new accounts within only one week, bringing its total to 15 million. It became Apple’s top social media app, surpassing contenders like Meta’s Threads, thanks to its user-friendly features.
What makes Bluesky attractive? For many, it's simply nostalgia for what social media once offered—an informal and engaging space for dialogue, free from the clutter of misinformation. While X continues to attract negativity due to rampant conspiracy theories and poor moderation, Bluesky fosters healthier discussions and is quickly becoming known for its community-driven environment.
Among the high-profile figures hopping onto Bluesky are celebrities like Jamie Lee Curtis, Elton John, and Whoopi Goldberg. They join numerous journalists and news organizations fleeing X due to concerns over misinformation and the platform's increasingly political environment. Major news outlets like The Guardian and NPR have withdrawn from X entirely, both voicing deep concerns over the platform's functionality and its stark shift toward political campaigning.
Manuel Bartual, a popular scriptwriter and cartoonist, has also made the switch. “I haven’t closed my X account, but I spend far more time on Bluesky now,” he explained, commenting on the impact of his content under both platforms. “My posts are generating far more interaction on Bluesky than they do on X, even though I have significantly fewer followers there.” This sentiment echoes among many creative professionals who appreciate the return to simpler, more direct forms of communication.
Another notable case is Paloma Llaneza, who cited her discomfort with Trump's victory as her reason for leaving X. "Being on a social network primarily backed by someone who supports policies I disagree with is no longer tenable for me," Llaneza stated. While she keeps her X account active to prevent impersonation, she finds solace and normalcy on Bluesky, where moderation and congeniality seem to rule over hostility.
Interestingly, amid this exodus, experts are also pondering whether Bluesky is simply becoming another echo chamber, catering to users' political preferences. Some fear this shift could lead to homogeneous environments where dissenting voices are less frequent. Carmela Ríos, a researcher focusing on social media and disinformation, notes this trend, emphasizing how users may gravitate toward platforms where they feel comfortable and aligned ideologically.
But does this trend spell permanent doom for X? The platform still boasts millions of accounts, though it’s uncertain how many are actively engaged. Despite numerous celebrities and brands leaving, X retains its core functionality. Users still appreciate its breadth, which includes comprehensive news coverage and real-time updates from professionals worldwide.
Pundits believe the long-term health of Bluesky will hinge on its commitment to community moderation and maintaining positive user interactions. The platform already provides features like options to prevent quotes from being used against users and responsive moderators tackling complaints quickly, which enhances overall user experience.
X’s polarization, primarily due to Musk's vocal and often divisive approach, has drained many users’ patience. Bart Cammaerts, communication expert at the London School of Economics, notes this environment could alienate users and push them away. “We are witnessing users migrate to safer environments, and the reason behind this is not just temporary discomfort but rather long-term dissatisfaction with the product,” he explains.
Many X departures have come amid significant public controversies, from Musk’s changes to blocking features, which disrupted user autonomy, to political alignment with figures like Trump, which alienated countless users steeped in left-leaning ideology. The concern is not just about political affiliations but the prevailing discourse dynamics on X, which have been reported to include increasing amounts of hate speech and fabrication.
The rise of Bluesky raises questions about the future of social media discourse. Cammaerts suggests we should be deliberative about such changes: "What do we want our media environment to reflect? How do we want it to engage with users?" He believes this has become an urgent conversation for social media users as they navigate their digital experiences, engaging in platforms more fitting to their perspectives.
The future remains uncertain for Bluesky; it must maintain its commitment to moderation and community guidelines to keep attracting the influx of new users. Much hinges on how both Bluesky and X adapt to this migration and the preferences of their users moving forward.
For now, as Bluesky continues to evolve, it stands as the unexpected ‘promised land’ for professionals and casual users seeking refuge from the increasingly hostile environment of X. Whether this winds up as merely another phase or the next big thing will depend on how wisely the new platform engages and supports its burgeoning user base.
