With 15 Million Subscribers, Is Bluesky On Track To Takeover X?

Two years after tech entrepreneur Elon Musk bought Twitter — only to later change its name and a whole lot more — a newish arrival to the scene could be its true successor. While other platforms (including Meta's Threads) was predicted to be the next successor to the popular microblog, Bluesky could have a serious advantage.

It looks and operates very much like Twitter, and for good reason.

Former Twitter CEO Jack Dorsey founded the startup as a project within the social media platform back in 2019 and it became an independent company in 2021. Bluesky was originally an invite-only service but opened to the public this past February, and has seen steady growth since.

It may have just a fraction of the hundreds of millions of users now on X — the rebranded Twitter under Musk — yet, since the 2024 presidential election last week, Bluesky quickly gained 1.25 million new users, reaching 15 million total subscribers.

More importantly brands and high profile users are now ditching X, and looking to bluer skies.

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X Doesn't Mark The Spot Anymore

On Wednesday, The Guardian announced it would no longer post to Musk's social media platform, while former CNN commentator Don Lemon — who had briefly partnered with the Musk-owned service — also said he would be departing. And this week, actress Jamie Lee Curtis became just the latest celebrity to ditch X.

The Guardian has said it will move to Bluesky, but it is unclear whether Lemon or Curtis will put up stakes on the X alternative, yet others are already there.

"Some companies and brands have already joined Bluesky — notably, British news publisher The Guardian — as a rejection of X," explained Laura Graham, a public relations professional and faculty member at North Carolina Central University.

The X Exodus

Musk's support for President-elect Donald Trump has been a factor in the recent X exodus, but that is really only the tip of the iceberg.

"Users tired of the toxicity and anti-social media behavior are increasingly looking to alternatives to X as a return to the kinder, gentler days of social media," added social media pundit and brand marketing expert Scott Steinberg.

"Right now, people crave a safe and welcoming space that gives them the chance to put the focus back on conversation and creativity," Steinberg continued. "Anywhere in the social media sphere that provides a place to get back to less contentious exchanges and healthier ways to express oneself is looking pretty promising — and, for the foreseeable future, a more engaging and less tiresome place to be."

Bluesky — More Twitter Than X Alternative

This is just the latest surge that Bluesky has seen after it gained 2.6 million users after X was temporarily banned in Brazil. Around 500,000 new users — mostly from the South American nation — signed up in a single day.

Bluesky could be on track to steadily gain users simply because it is so much like what Twitter used to be — without a lot of what long-time users didn't like about it, especially since Musk took control.

"Bluesky offers advantages beyond being 'not X,'" said Graham. "Bluesky doesn't allow for paid ads, content monetization tools or payment for boosting replies or priority, which will require companies and influencers to build more authentic relationships with their stakeholders. Brands looking for more community than commerce engagement with their customers will find Bluesky a good fit."

Creativity And Customization

Bluesky has already been touted as being about user customization. That could offer opportunity, but also a fair share of challenges. There are also questions as to how the platform will make any revenue, but for now, it is simply looking to develop a community.

"The platform allows users to create more niche communities—customizing moderation, servers, and content. Brands that want particular niche segments may find it easier to identify these communities on Bluesky," said Graham.

The startup could offer many more customization options for users, which means that companies and brands may have to work much harder to reach potential customers and find an audience. Graham noted that users can block hashtags, customize moderation, and join servers and communities that further customize what they see. That customization may make it easier to identify market segments, yet, it could also make it harder to actually reach the people in those segments.

As a result, there could be some significant barriers for companies, brands and influencers, and many may not move exclusively to Bluesky.

"The vision of Bluesky is of a platform that prioritizes interaction and user customization and doesn't rely on ad revenue or selling user data," said Graham. "Brands and content creators that want to more simply connect with their audiences will find a home there. Brands looking for more ways to sell their products or monetize their content, however, may not. Companies who want the option to pay for ads and to boost engagement, or influencers who monetize their content or want to promote their websites will need to look elsewhere."