In a significant shift within the social media landscape, the platform Bluesky recently surged to the top of the Apple App Store’s US charts amid a wave of user discontent directed at its competitor, X (formerly known as Twitter). Many individuals left X, citing dissatisfaction with the direction taken by its owner, Elon Musk, particularly regarding the contentious atmosphere that surrounded the recent US presidential election.
The emergence of Bluesky as a preferred platform is noteworthy, as its user base has doubled within the last 90 days. The company recently disclosed that in a single week, it accumulated one million new sign-ups, leading to a total of over 15 million users. This growth can be attributed to many X users feeling compelled to migrate to a platform that potentially offers a cleaner, less toxic environment following accusations of increased hostility and aggressive rhetoric dominating X.
User experiences on X have notably deteriorated since Musk took over. Research has indicated spikes in derogatory language pervasive on the platform, with users expressing their frustration at Musk’s policies on account moderation, reinstatement of banned profiles, and the unregulated promotion of divisive content—all of which have compounded the challenges faced by advertisers on X. Prominent journalists have also departed X for Bluesky, including figures from major news outlets like The Atlantic, The New York Times, and even former CNN anchor Don Lemon.
While Bluesky is experiencing this growth phase nearly three years post-launch, experts urge caution in asserting that it will definitively oust X from prominence. X, as a private entity, is tight-lipped about its user statistics, but indications suggest that its growth trajectory has taken a nosedive since Musk’s acquisition. Despite Bluesky’s rapid ascent and other emerging competitors, X has managed to remain relevant, albeit under intense scrutiny for its controversial changes in policy and user behavior.
The latest statements from X’s CEO, Linda Yaccarino, reflect a belief that engagement on the platform is at an all-time high, showcasing her commitment toward maintaining X as a platform for all viewpoints to coexist. However, contrasting reports paint a complex picture: according to Similarweb, over 115,000 users deactivated their accounts immediately following the recent presidential election, marking a notable spike in user attrition. This phenomenon, however, coincided with a record level of web traffic on X, indicating that users were still visiting the site despite discontent.
Interestingly, daily visits to Bluesky also increased around the time of the election, suggesting that while X experienced spikes in engagement, Bluesky benefited from additional user interest. Metrics from Sensor Tower clarified that, despite X’s higher user count, Bluesky saw a percentage increase in active users and engagement levels that caught the attention of many social media observers.
An assessment by analysts suggests that while X saw significant traffic leading up to and immediately following the election, the momentum might be waning. Conversely, Bluesky’s growth appears sustainable, though its user base remains significantly smaller than X’s or even Meta’s Threads. The convergence of these dynamics indicates the fragility of X’s current standing, with unfulfilled engagement and user retention presenting potential vulnerabilities.
Despite the ongoing exodus, it is essential to recall that substantial user traffic is typical during election periods. Many users have sworn off platforms like X before, only to return eventually. Currently, the discourse within the social media sphere reflects a community comparing engagements on both platforms, with some even noting higher interaction rates on Bluesky despite a smaller follower base.
This complex scenario finds a paradox in the user experience. While engagement on social media generally thrives with a larger number of active participants, users like Ed Zitron and Mike Isaac hinted at a dismal engagement experience on X—describing a dissonance between follower counts and the actual interaction levels on their posts, especially in comparison to their experiences on Bluesky.
Musk’s responses to the burgeoning competition, especially amid political implications, indicate a growing focus on alignment with right-leaning narratives. Musk’s overt support for Trump has solidified X’s reputation as a haven for certain user demographics but may also limit broader appeal. Meanwhile, Musk’s recent association with Trump post-election not only relates to his potential administrative role but also presents a strategic opportunity for his business interests.
The unfolding dynamics illustrate how Musk’s relationship with Trump may shape the future of X amid declining ad revenues and a transitioning user demographic. Whether these transformations impact X profoundly remains to be seen, but it is evident that the platform’s user engagement landscape is evolving, inviting ongoing analysis and attention from its stakeholders.
