Elon Musk’s social media platform X, previously known as Twitter, has recently been engulfed by headlines about a significant user exodus. This phenomenon, dubbed the "Great X-odus", has intensified post the November 2024 U.S. presidential election, coinciding with the controversial political changes surrounding Musk himself. Notably, the day after the elections marked the largest single-day drop of users from the platform since Musk's acquisition two years ago, with more than 115,000 accounts deactivated, as reported by Similarweb.
Many public figures, including celebrated actors, directors, musicians, and journalists, have been prominent among those leaving the platform. Notable names who have migrated to BlueSky—a rival platform known for its emphasis on less contentious discourse—include Barbra Streisand, John Cusack, Jamie Lee Curtis, and Gina Rodriguez. Their departures have been driven by frustrations over X's increasing toxicity and its perceived alignment with extreme political views.
Former CNN anchor Don Lemon, who recently announced his exit from X, openly expressed disillusionment with the platform. He stated, “I once believed it was a place for honest debate and discussion, transparency and free speech, but I now feel it does not serve those purposes anymore.” His sentiments echo the sentiments of numerous journalists who have found the current climate on X untenable.
Meanwhile, major news organizations are also disengaging from the platform. The Guardian recently revealed it will halt all postings on X, citing the prevalence of disturbing content and misinformation. La Vanguardia, another notable outlet, has followed suit, expressing similar concerns. Even businesses like retail giants Best Buy and Target have scaled back their advertising on the platform, indicative of broader disenchantment among brands.
The reasons behind this flight from X are multifaceted. A significant factor seems to be the politicization of the platform, particularly following Musk's public endorsement of Donald Trump and the potential influence he may wield within the incoming administration. Users have become increasingly wary of Musk's ability to keep his political leanings from entering the platform’s environment. A recent study by the Queensland University of Technology (QUT) indicated algorithmic adjustments favoring conservative accounts around the time of Musk's endorsement, compounding the perception of bias.
Aside from political alignment, privacy concerns have emerged as another pressing issue. On November 15, 2024, X updated its terms of service to allow its posts to be used for training Grok—an AI chatbot created by Musk's xAI. This update sparked immense backlash, with many users feeling they had lost control over their content. Previously, users had the option to opt out of such data usage, but this is no longer the case.
The platform's recent change to its blocking feature has also fueled user dissatisfaction. What used to allow for complete invisibility to blocked accounts now permits them to view public posts, stirring more frustration among users who value their autonomy and privacy. Coupled with reports of increasing disinformation and hate speech due to lax moderation, it's clear many users are seeking greener pastures.
But are we witnessing the decline of X? While the platform has seen notable user losses, reports indicate it still attracts about 59% of its users for news-related purposes. Negotiations with advertisers have also picked up, with companies such as IBM and Disney reportedly planning to restart their campaigns, likely to curry favor with Musk who now has perceived close ties with Trump’s administration.
Interestingly, the aftermath of the elections has been beneficial for rival platforms. BlueSky has seen its membership soar amid the migration, reportedly boasting over 19 million users, with many of its new sign-ups hailing from X's disillusioned user base. Concurrently, Mastodon, another decentralized social network, has enjoyed similar growth, with downloads increasing by 47% on iOS. It’s worth noting, though, the scale of Mastodon’s user base is not yet at par with Bluesky, reflecting some hesitancy among users to fully embrace these alternatives.
Despite the current challenges, X's situation presents options for competitors. The model of decentralized platforms like BlueSky and Mastodon has gained traction as users search for less manipulative alternatives to the mainstream social media environment. The requests for transparency and user agency are louder than ever, reflecting users’ growing impatience with platforms prioritizing shareholder interests over user experience.
The road ahead for X is paved with questions about its role as both a platform for public discourse and within the political ecosystem. Musk's visible ties to Trump could transform X, reshaping its use as more than just a social platform but also as potentially functioning as communication channels for political agendas. Will the platform's identity shift fundamentally going forward, or will it find ways to coexist with new competitors vying for users disillusioned by the mainstream?
For now, it appears Musk’s X is at a crossroads. Users are at the helm, deciding who should lead their social interactions and how their content is managed. With the emergence of new alternatives, the platform faces mounting pressure to recalibrate its strategy, shifting focus from maximizing engagement at any cost back toward fostering healthy, inclusive conversation. Only time will tell if X can reclaim its former glory or if it will become another cautionary tale of social media mismanagement.