Elon Musk's acquisition of X, formerly known as Twitter, two years ago set off shockwaves in the social media world. While the platform has seen significant changes, it appears to be shedding users—especially high-profile ones—who are flocking to alternative platforms like Bluesky and Threads. This exodus has not gone unnoticed, as both newcomers leverage the opportunity to position themselves as viable substitutes for Twitter's former glory.
The latest numbers reveal Bluesky is experiencing remarkable growth, with over one million new users joining since the November elections. Founded by Jack Dorsey, who left his role as board member last year, the platform now boasts more than 15 million users. This surge coincides with widespread user dissatisfaction with Musk's leadership style and Twitter's increasingly right-leaning tone.
This user's discontent is largely rooted in Musk’s controversial policies and rumored affiliations. Following reports of Musk’s involvement with pro-Trump politics, many users are dismayed by the perception of X as becoming more of a pro-MAGA platform—certainly not the progressive space it once was.
High-profile individuals like Congresswoman Alexandria Ocasio-Cortez, author John Green, and entrepreneur Mark Cuban have recently joined Bluesky, echoing sentiments from days of early Twitter, when free expression and creativity thrived. Cuban, for example, posted, "Hello Less Hateful World," signaling his hope for a more positive environment.
Simultaneously, media organizations are also distancing themselves from X. The Guardian recently declared it would stop using X entirely, calling it “a toxic media platform.” Several other reputable news outlets, including PBS and NPR, have followed suit, citing Musk’s influence over political discourse as concerning.
Notably, advertisers are pulling back as well. According to Kantar, 26% of marketers plan to reduce their spending on X amid continuous revenue losses for the platform. This trend highlights the shift away from X as brands adjust their strategies based on user engagement and visibility.
During this period of upheaval, Threads offers its own advantages, boasting 275 million monthly users as of early November—despite being outpaced by Bluesky for the top spot on the Apple App Store recently. The head of Instagram, Adam Mosseri, confirmed new sign-ups trending upwards, including 15 million just this month. To add to its appeal, Threads is preparing to roll out advertising features for select brands as early as January. This may provide the advertising revenue X is losing as companies reconsider their marketing options on social media.
The competition doesn't stop there. While Threads is adapting to include marketing opportunities, Bluesky's CEO, Jay Graber, has pledged not to taint the platform with invasive advertisements, leaving users curious about how the space will develop moving forward. Will Bluesky keep its ad-free charm, or will it have to compete with monetization trends?
All these developments culminate to paint X’s current situation as increasingly precarious amid calls from both users and brands to leave the platform. The shift toward newer, fresher social media environments signals not just dissatisfaction, but also the potential for change within the digital communication ecosystem. With the ramifications of these shifts still being assessed, the future of social media might just rest on whether established platforms like X can adapt to the new desires of their audience.
Despite the turbulent times for X, it’s becoming clear: as high-profile figures exit stage left, alternatives like Bluesky and Threads are poised to seize the moment. The scope of this transition invites endless possibilities for what social media can evolve to be, opening doors for enhanced communication, creativity, and community interaction, free from the tangled web of controversy formerly associated with X.
