From X to Bluesky: Shifting to the Next Era of Social Media

Social media trends come and go, but who would have thought we’d see such a big shift from X (formerly Twitter)?

Once the top app for breaking news, trends, and real-time updates, X is now losing journalists, PR agencies, and other professionals to a new platform Bluesky. This change signals the start of a new chapter in social media, where fresh ideas and trust are taking centre stage.

X has seen a major drop in user engagement and trust from brands and professionals. Many journalists, PR agencies, and organisations are choosing to leave the platform. For example, The Guardian recently announced it would stop posting on X, saying the negatives—like disturbing content, far-right conspiracy theories, and racism—now outweigh the benefits.

Similarly, the Chartered Institute of Public Relations (CIPR) has also decided to stop actively posting on X. They pointed to declining engagement, poor platform management, and the spread of misinformation as key reasons. CIPR Chief Executive Alastair McCapra explained that they’ve noticed fewer meaningful professional interactions and growing ethical concerns. While this decision may be reviewed in the future, for now, CIPR believes stepping away is the right move.

According to The Independent, while X saw a spike in traffic on Election Day, the following day, after Elon Musk took over, saw the highest number of users leaving the platform. More than 115,000 users in the U.S. deactivated their accounts the day after the election.

It’s hard to believe that X, once known as a safe and trusted platform, has changed a lot under Elon Musk’s ownership. What was once a go-to space for conversation has become increasingly divided, with controversial opinions, constant leadership shifts, and growing tensions around user expectations.

Jack Dorsey, former CEO of Twitter, launched Bluesky. A new social network that's attracting users away from X with its focus on trust and open, with genuine engagement.

According to Schuman, 2024 Bluesky started by invitation only in 2023, by 2024 it opened its doors to the public. From a trickle of users to a surge overnight after the 2024 U.S. presidential election, the platform grew to over a few million.

Bluesky's success in the media world depends on whether journalists choose to stay on X or fully switch to Bluesky. This is a big decision for them because staying updated with the latest content is key to their work. If politicians, businesses, and interest groups stay on X, it will be hard for journalists, PR agencies, and other organisations to fully leave the platform.

The real question is: will professionals leave X entirely, divide their attention between both platforms, or will they become passive users instead of active posters?

Hay, 2024 explained unlike regular media platforms, Bluesky works on a system called the “AT Protocol,” which gives users more control and freedom. This means users aren’t stuck on one platform owned by a single company. Instead, Bluesky supports an open space where anyone can create their own platform that meets their needs. For example, users can make custom feeds based on specific interests or groups. Jack Dorsey’s move away from centralised control is appealing because many people feel that X and other big platforms have become too controlling or limiting.

Many people might wonder how Bluesky plans to make money. According to the BBC, the platform doesn’t want to rely on paid advertising for profit. Instead, it’s exploring other ways to generate income, such as charging users for custom domains in their usernames. This would allow people to make their usernames more unique and personal. They’re also considering fees for certain subscription features. The future of Bluesky is unclear now, but with sustained growth, it could achieve anything.

In today’s world as social media is bigger than ever and or privacy concerns continue to rise with the transparency and control over data, Bluesky’s offer is a lot more appealing to me compared to other social platforms.

Before you take the leap, consider where most of your customers are?? Also, ask yourself, do you want to be exposed to misinformation, disturbing content, far-right conspiracy theories, and racism every time you log into a social app? Personally, I’d say no. When I use a social platform, I want to feel welcomed and safe. It’s time to think about your next move and make the switch.

The future of social media is unfolding now, don’t get left behind.

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