Bluesky is the new X, but better

OK, its official.

We’re all breaking up with X.

You know in Mean Girls, when The Plastics decide Regina George can’t sit with them and choose Cady Heron instead?

Well, this is like that. But Regina is X and The Plastics are the 1 million users who have fled elsewhere.

So, who is Cady Heron in this scenario, you ask?

The unsuspecting Bluesky – a decentralised microblogging platform.

Let’s not sugar coat it. X (formerly known as Twitter) has been on a bumpy ride ever since Elon Musk stepped into the picture.

Okay, bumpy is an understatement. We’re talking turbulence through the roof, oxygen masks ON, help-yourself-before-helping-others, knee-brace position kind of ride.

From mass layoffs and erratic algorithm changes to content moderation (or lack thereof), it’s been a masterclass in how to alienate your user base in record time.

And now, with the U.S. election acting as the cherry on top of this dumpster fire, users and brands alike are hitting the eject button and landing in a shiny new corner of the internet: Bluesky.

So, what’s the deal?

We’re about to break down the drama, the migration, and what brands need to know if they’re considering hopping on this new bandwagon.

But first, let’s rewind to the good old days.

Once upon a time (in a land far away), Twitter was a hub for breaking news, witty banter, and some truly iconic meme culture. Then came Musk, and things got…weird.

The rebrand nobody asked for

Renaming Twitter to X was like renaming Coca-Cola 'Carbonated Brown Liquid.'

Sure, it’s technically accurate, but it’s also deeply unappealing. The rebrand came with zero context, zero nostalgia, and zero strategy, leaving users scratching their heads.

Verification chaos

Remember when blue checks actually meant something?

Now, anyone with $8 can buy one, which has led to more misinformation than a conspiracy subreddit. Not great for brands trying to maintain credibility.

The content moderation black hole

With fewer staff to manage harmful content, X has become a breeding ground for hate speech and misinformation—especially during the U.S. election.

For brands, the risk of being associated with this chaos is far too high. And fair play. No one wants their ads popping up next to racist or sexist content.

And therefore, ad revenue plummeted.

Major advertisers like Disney and Coca-Cola have pulled out of the platform.

And who can blame them? With declining trust and increasingly polarised content, X feels like a PR crisis waiting to happen.

Hello, Bluesky.

The internet's new darling.

If X is the messy ex, Bluesky is the fresh start everyone’s been waiting for. Founded by Twitter’s OG co-founder Jack Dorsey, Bluesky is like a cooler, less chaotic sibling to X.

And post-election, its membership hit 1 million—a clear sign that people (and brands) are ready for something new.

So, why is Bluesky winning the breakup?

Decentralised control 

Bluesky runs on the AT Protocol, which gives users more control over their experience.

No more algorithms forcing random content down your throat. Instead, it’s a platform built around trust and transparency—two things X lost a long time ago.

Tight-knit communities 

The invite-only model has kept Bluesky’s vibe small, intimate, and actually enjoyable.

It feels like a throwback to early Twitter, minus the trolls. For brands, this means fewer risks of backlash and a more engaged audience.

No bots, no nonsense

Bluesky’s moderation tools are on point, keeping bots and spam to a minimum.

It’s a safe space where brands can actually have meaningful interactions with users.

Early-mover advantage

Brands like Ben & Jerry’s are already staking their claim on Bluesky, and being an early adopter has its perks.

It’s easier to build a loyal following when the platform isn’t yet oversaturated.

Okay, well, what’s in it for brands?

If you’re looking to ditch X and pivot to Bluesky, here’s what you stand to gain:

A fresh audience

Bluesky’s user base is growing fast, and it’s made up of people actively seeking alternatives to X. Translation? These are the users most likely to engage with your content.

Less noise

Without the clutter of ads and bots, your messages won’t get lost in the void.

Better brand safety

With tighter moderation and a smaller audience, there’s less risk of your brand being associated with harmful content.

How to make the switch.

Lock down your handle, ASAP.

Even if you’re not ready to fully commit, grab your brand’s handle before someone else does. Think of it as digital real estate.

Experiment with authentic engagement.

Bluesky is all about community, so leave the corporate jargon at the door. Engage like a human—reply to comments, share user content, and be part of the conversation.

Test and learn (and test again.)

Start small. Post exclusive content, run polls, or host Q&A sessions to see what resonates. This is your chance to experiment without the pressure of a massive audience. Fun!

Monitor trends.

Keep an eye on the platform’s evolution. Bluesky is still growing, and understanding its culture will be key to staying relevant.

The bottom line.

Bluesky has given us a unique opportunity to rewrite the rules.

While X spirals further into chaos, Bluesky offers a clean slate for brands to connect authentically with their audience. The question isn’t should your brand make the switch; it’s how soon can you get there?

My humble opinion?

Take the leap.

Because if 2024 has taught us anything, it’s that the grass is definitely bluer on the other side.

-Sophie, Writer