With all the chatter about BlueSky rising and X (formerly Twitter) falling, it’s easy to get swept up in headlines. But what’s really happening with these platforms?
Are users leaving X in droves, and is BlueSky the next big thing?
Here’s a breakdown of the data, the hype, and where the reality lies, complete with key charts and comparisons.
Let’s look at where these platforms stand:
What is BlueSky?
BlueSky is a decentralized social media platform originally funded by Twitter (now X) back in 2019. The platform operates under a concept called the AT Protocol (Authenticated Transfer Protocol), which allows users to own their social media identity and choose algorithms.
- Owner & Leadership: Jack Dorsey, Twitter's co-founder, helped incubate BlueSky and remains involved as a board member.
- User Appeal: BlueSky positions itself as a return to “old-school” social media – think Twitter from 2014. It has no overwhelming algorithms, polarising trends, or heavy monetisation.
- Surge in Users: BlueSky’s rise began during significant political and cultural moments.
- Many disillusioned X users (especially in the UK and US) moved to BlueSky after Elon Musk’s takeover of Twitter.
- Events like elections, boycotts, and media hype further amplified its growth.
- BlueSky reached 25 million global users by late 2024, boosted by waves of users seeking alternatives to X.
However, BlueSky remains in its early days – its infrastructure, ad models, and user scale are far behind X.
Chart 1: Google Trends –Interest Over Time: While BlueSky spiked during election periods and boycotts, X consistently maintains higher search interest.
What Happened to X(Formerly Twitter)? X is not the ghost town that headlines suggest, but it has seen a decline, particularly in the UK.
Why X Lost Users:
- Ethical Protests:
A segment of users left in protest following Elon Musk’s takeover. For many, Musk’s approach to free speech, platform moderation, and product changes clashed with their values. - Follower Effect:
Some less-active users left simply because others were leaving. This "media hype effect" gave the impression of mass exodus. - Advertiser Drop-Off:
Brands and advertisers have pulled away more than actual users, creating noise around the platform’s sustainability.
But Here’s the Reality:
- X still has 31.2% membership in the UK – far higher than TikTok (25.4%) or LinkedIn (27.2%) in 2024.
- Globally, X retains a massive audience with 611 million active users, dwarfing BlueSky’s 25 million.
Chart 2: Social Media Membership Trends in the UK
From 2022 to 2024, X dropped 3.86% in UK membership, while platforms like TikTok (+6.17%) and Reddit (+2.29%) gained. Despite this, X maintains greater general reach compared to TikTok or LinkedIn.
The Hype vs. Reality Hype Around BlueSky:
- BlueSky feels fresh: a nostalgia trip back to less algorithm-heavy social media.
- User growth has been amplified during moments of political dissatisfaction and media attention.
Reality for X:
- X continues to dominate user reach globally and in key regions like the UK.
- Drop-offs are overstated: While X lost some users, the platform still has substantial daily activity and influence.
The Advertising Edge:
- X remains the go-to platform for campaigns requiring scale, targeting capabilities, and global reach.
- BlueSky, while appealing to niche audiences, lacks the tools and infrastructure to support effective advertising.
Chart 3: BlueSky vs. X Traffic (Global)
X remains dominant globally, pulling in 13.65 billion visits monthly, while BlueSky lags with 3.866 million.
Conclusion: What Does This Mean? While BlueSky is a promising alternative with an engaged core user base, its growth is driven largely by hype and events. X remains the stronger, more reliable platform for both users and advertisers.
- For advertisers: X provides unmatched reach, particularly for mass campaigns.
- For niche audiences: BlueSky is worth monitoring, but it’s not yet ready to replace X.
In short, the noise about X's decline is louder than the reality, and BlueSky still has a long way to go.
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