X, the website formerly known as Twitter, has been struggling to maintain its daily users since Musk took over. There was a spike in daily users during the US elections on the 5th November 2024, which then was abruptly followed by a huge decrease in those logging onto the app.
Bluesky’s popularity, in comparison, has been steadily growing. The amount of people using X still far outweighs those using Bluesky, but with Bluesky having around 30 million users, it's unsurprising that businesses are considering the move.
What is Bluesky like?
For those used to X, Bluesky is very similar; the interface is the kind that you would expect, the bar down the side of the screen looks familiar, and you can see what’s trending on the right hand side. By all accounts, it is an accessible and easy to use social media site which you’re likely to get used to very quickly, particularly if you used Twitter in the early days.
There are a number of things that sets Bluesky apart from its competitors; it is decentralised, meaning that anyone can host their data on their own servers, rather than servers owned by Bluesky. Users state that there is less negativity on the platform, which could be due to the fact that there are fewer users, or Bluesky’s tighter rules around the kind of language that will get you banned.
Bluesky also doesn’t advertise, which is a breath of fresh air for those who are frequently using one of the social media giants. Bluesky have said that they would consider allowing advertisements on the platform in the future, but that this would be ‘user-intent driven’ rather than user’s attention becoming the product. You can also create custom feeds, or sign up to custom feeds that the community have created, in order to get posts from a mix of specific accounts.
Should businesses’ move to Bluesky?
If you’re looking for a new platform to advertise your products or services on, Bluesky isn’t it; if they do allow advertisers on the platform in the future, it sounds like there might be specific criteria that you’ll need to meet. Bluesky also isn’t for you if you’re interested in hitting millions of likes or impressions; the users just aren’t there for you to pull the kinds of numbers you might get on X.
However, it isn’t all about the numbers. If your business is interested in making authentic connections with your community, Bluesky might be a good choice. It’s useful for businesses who want to have conversations with their customers, and use social media in more of a personable way. Businesses on Bluesky are focusing far less about creating viral content, more about building a loyal and genuine audience.
Businesses’ considering the move should think about what they are using social media for, and whether their current platform is meeting that need. If your goal is to market your products or services to as many people as possible, or your social media strategy is paying off, sticking with X might be the better choice. But if your goal is to talk to other users and businesses, get into conversations, network and create more genuine connections, Bluesky is a worthwhile contender.
