Are you an Ex-X or a Twitter-Quitter? The X-odus to BlueSky seems to be gathering momentum! The Daily Dose of Digital - 19/11/24

The social media world has been incredibly turbulent since Elon Musk's acquisition of Twitter (now X) - in fact, I reckon his rockets are less turbulent re-entering the Earth's atmosphere. With polarising decisions and controversies reshaping the platform, users and marketers alike have sought refuge in alternatives.

While competitors like Threads, Mastodon, and others have vied for the spotlight, BlueSky, a decentralised social media app, is rapidly gaining traction and emerging as the most promising contender. In fact - I've even started to dabble over there - connect with me: https://bsky.app/profile/iamjamesgray.bsky.social

In today's Daily Dose, we’ll explore the reasons behind BlueSky’s rapid adoption, its advantages over other competitors, and why it represents both a reaction to the "Elon Musk effect" and a broader trend of seeking better online experiences. I’ll also reflect on the broader journey of "Twitter replacements" and what BlueSky might mean for the future of social media.

Why BlueSky and Why Now?

BlueSky isn’t just another clone of Twitter; it’s a decentralised platform built on the Authenticated Transfer Protocol (AT Protocol). This technical backbone empowers users with more control over their content, moderation tools, and algorithms - a stark contrast to Twitter’s increasing centralisation and top-down approach under Musk. But beyond the technology, BlueSky’s meteoric rise is grounded in two major trends:

1. The Exodus from X

Elon Musk’s tenure as owner and CEO of X has been marked by sweeping changes, many of which alienated core user bases. From controversial paywalls for features like verification to erratic content moderation policies, many users perceive X as a more chaotic, less user-friendly platform than it once was. This shift has created a "push factor," compelling users to explore alternatives.

2. Disillusionment with Threads

Meta’s Threads, launched as a direct competitor to X, saw an initial wave of excitement, with signups breaking records. However, its integration with Instagram—a feature designed to streamline onboarding—proved to be a double-edged sword. The inability to delete Threads accounts without also deleting Instagram accounts frustrated users, and Threads’ focus on text-based content without offering robust features akin to Twitter’s community dynamics led to rapid user fatigue .

Even actual Luke Skywalker himself, Mark Hamill (famously brilliant on Twitter over the years) has announced he is leaving "Leon's" site:

What Sets BlueSky Apart?

1. Decentralisation and User Autonomy

Unlike centralised platforms like X and Threads, BlueSky operates on the principles of decentralisation. Users can customise their content algorithms and moderate their feeds, creating a more personalised experience.

“People are tired of having algorithms dictate what they see. BlueSky’s approach lets users feel in control,” noted tech analyst Paul Tassi in Forbes

2. Early Adoption and Strong Community

BlueSky’s invitation-only model created exclusivity, fostering an engaged, active early user base. Unlike Threads, which relied on scale, BlueSky focused on creating a tight-knit, positive community from the start.

3. Open Source and Transparency

The AT Protocol allows developers to build features or even entirely new apps on the same network, promoting innovation and collaboration.

4. The Musk Effect

Musk’s polarising personality and his frequent incendiary tweets have ironically fuelled the rise of his competitors. BlueSky’s rise reflects not just dissatisfaction with X but a deeper rejection of Musk’s governance style .

A Brief History of Twitter Replacements

The race to replace Twitter isn’t new. Over the years, platforms like Mastodon, T2, Pebble, and Threads have tried to capture the disgruntled Twitter audience. While each offered unique features, they also faced limitations:

• Mastodon: Launched as an early decentralised alternative, its federated model confused mainstream users.
• T2 and Pebble: Smaller platforms catering to niche audiences but lacked the momentum to go mainstream.
• Threads: Meta's attempt at a Twitter clone stumbled due to feature gaps and user retention issues.

Each of these platforms taught us one key lesson: users want functionality, simplicity, and community—not just another clone of what they already had.

BlueSky vs. Threads: The User’s Choice

Threads’ was probably the most credible threat to X's dominance, backed by Meta and the integration with Instagram, but its stagnation offers a critical point of comparison for understanding BlueSky’s growth. According to recent reports:

• Threads: User activity plummeted after an initial burst, as Meta failed to deliver features that cater to power users of text-based platforms.
• BlueSky: Gained organic momentum, ranking #1 in app stores by leveraging its decentralised ethos and user-focused design .

A ZDNet analysis summarised this dichotomy well: “BlueSky feels like Twitter reborn, whereas Threads feels like Instagram’s awkward text cousin” .

The Rise of BlueSky

BlueSky is a decentralised social media platform built on the Authenticated Transfer Protocol (AT Protocol). This foundation offers users enhanced control over their content, moderation tools, and personalised algorithms, distinguishing it from more centralised platforms.

SimilarWeb has tracked some of the growth and you'll see notable upticks in these charts vs Threads and vs Threads & X:

Surge in User Adoption

In the wake of the U.S. presidential election, BlueSky reported a significant influx of users. The platform confirmed gaining over 700,000 new users in a single week, bringing its global user base to more than 14.5 million. Newsweek highlighted that this rapid growth underscores a broader trend of users seeking alternatives to X.

Decentralisation and User Autonomy

BlueSky's decentralised architecture empowers users to customise their social experience. By allowing individuals to tailor their content algorithms and moderation settings, the platform fosters a more personalised and user-centric environment.

This has clearly attracted users - at the time of writing this, Bluesky has hit 19m users (currently tracking around 3.9 new users per second!), but some clever Blueskyers have developed 'live counters' to track the explosive growth - this one by Theo is pretty cool: https://bsky-users.theo.io/

Dr Grace Kite penned a brilliant summary of the story in her post, highlighting not only people leaving X for Bluesky, but people actually de-activating their accounts:

Should your Brand be on Bluesky?

Well, I was going to write a section on this... but to be honest, you cannot beat the legendary Richard Cook's view on it in his post here:

Thinking of Trying BlueSky? Here's How to Sign Up

Joining BlueSky is pretty straightforward:

1. Visit the Official Website: Navigate to bsky.app.
2. Create an Account: Provide your email address and set a secure password.
3. Set Up Your Profile: Customise your profile with a photo, bio, and other relevant details.
4. Explore and Engage: Start connecting with others, sharing content, and exploring the platform's features.

By following these steps, you can become part of the growing BlueSky community.

Custom Domains: Personalising Your BlueSky Profile

One of BlueSky's standout features is the ability for users to set their own domain as their handle. This means that instead of a standard username, your profile can be associated with a domain you own, such as @yourname.com.

How to Set Your Domain as Your Handle

To configure your custom domain on BlueSky:

1. Access Settings: Open the left-side menu by clicking your profile picture thumbnail. Click "Settings" and scroll down to the "Advanced" section.
2. Change Handle: Click "Change my handle."
3. Use Your Domain: On the "Change my handle" screen, click "I have my own domain."
4. Update DNS Records: Follow the provided instructions to add specific information to your domain registrar's settings.

Detailed guidance is available in BlueSky's official tutorial: Bluesky

SEO Benefits of Using a Custom Domain

Utilising a custom domain as your BlueSky handle offers several search engine optimisation (SEO) advantages (even John Mueller cited these):

• Enhanced Brand Recognition: A unique domain reinforces your brand identity, making it more memorable to users.
• Improved Credibility: Custom domains can lend authenticity to your profile, building trust with your audience.
• Increased Visibility: Search engines may index profiles with custom domains more effectively, potentially boosting your online presence.

By integrating your domain with your BlueSky profile, you not only personalise your social media presence but also leverage SEO benefits that can enhance your digital footprint.

Challenges and Future Outlook

While BlueSky's rise is impressive, challenges loom:

1. Scalability: As it opens to the masses, will it retain its positive community culture, or fall victim to spam and toxicity?
2. Funding and Independence: As a decentralised platform, sustaining operations without compromising principles will require innovative revenue models.
3. Competition: X isn’t fading quietly. Musk continues to roll out features aimed at retaining users, and Threads could still mount a comeback.

Why BlueSky Matters for Marketers

BlueSky’s success represents a larger shift in social media dynamics:

1. Decentralised Platforms are Gaining Ground: BlueSky’s rise echoes broader consumer trends toward privacy, control, and transparency.
2. Trust is the New Currency: Users are prioritising platforms they trust, both in terms of content and community management.
3. Opportunities for Engagement: Marketers should monitor BlueSky as it evolves. Its smaller, focused user base could offer higher-quality engagement opportunities compared to legacy platforms.

Are you going to join Bluesky?

BlueSky’s ascent marks another chapter in the ongoing saga of social media evolution. As users grow increasingly disillusioned with X and even Threads, BlueSky’s decentralised, user-first approach offers a refreshing alternative.

Whether it becomes the "next Twitter" or merely a significant player in a diverse ecosystem remains to be seen. What’s clear is that this is not the last attempt to redefine social networking - and marketers, influencers, and users alike should keep a close eye on where this journey leads next.

What do you think? Is BlueSky the future, or just another fleeting challenger app? Let me know your thoughts in the comments.