Is Bluesky the new home of purpose?

With X (formerly Twitter) becoming volatile due to the strong views of its owner, is Bluesky the new home for thoughtful discussion or just another bubble? Our director Patrick Steen weighs in. 

My career started life in managing brand-owned community platforms - forums and the like. Many brands ditched their own platforms to build communities on social media, accepting the risk that they would be subject to the policies of the platforms. Now, as X and Meta’s leadership becomes ever more political, that risk is coming home to roost.  

X Under Musk: A Platform in Decline?

Elon Musk’s tenure at X has been defined by controversy. The name changed, then the algorithm, then content moderation. Conversations have become increasingly toxic.

The re-election of President Donald Trump has raised the stakes. People are becoming increasingly disillusioned with the platform's tolerance for misinformation and extremist rhetoric, pushing them towards alternatives like Bluesky.

Many might argue that X is evolving rather than dying, however it’s still the case that major institutions and public figures are leaving, and new platforms are rising to take its place. 

Bluesky: A New Contender?

Bluesky, the decentralised social platform founded by Twitter co-creator Jack Dorsey, is gaining traction. As of February 2025, the platform has more than 30m registered users, up from 10m just a few months prior. This is still significantly lower than the reported 500m monthly active users on Twitter. 

More than 240 UK MPs (here’s a Bluesky starter pack with some of them) and 2,300 journalists at major news outlets have joined the platform, reflecting a desire for transparency and less controversial leadership at the helm.

So what’s the attraction? Customisable feeds, decentralised moderation and a chronological timeline to give users more control over what they see. It’s not perfect, but conversations already appear to be more respectful in tone. 

What about Meta’s Threads?

When Threads launched in 2023, it was positioned as the next big text-based platform - Twitter’s more polished, controversy-free cousin. With seamless Instagram integration, Meta had the numbers on its side. But numbers alone don’t build a thriving online community, and seeding a text-heavy platform with users from a visual-first app hasn’t really worked. 

Meta’s latest policy decisions have also left a bad taste in the mouths of many users. The end of third-party fact-checking, replacing moderation policies in service of ‘free speech’, and scaling back DEI programs. All things considered, Threads is not really a viable alternative to X.

Final Thoughts: What Comes Next?

So, should you leave X? 

Many businesses and purpose-led organisations are continuing to engage users there. Activists can still use the platform to counterbalance right-wing sentiment. Without them, X risks becoming another Truth Social.

If your organisation has an established voice on X and you want to stay vocal, there’s value in remaining. But if you’re struggling to get the positive reach or engagement you seek, then this could be your moment to look elsewhere.

My own X feed is often dominated by Elon Musk and Donald Trump’s posts - despite not following either of them. Musk’s ability to push his own views so aggressively, even interfering in UK and German politics, is a troubling precedent. Can you, in good conscience, continue using a platform where the owner’s personal politics are embedded into the user experience?

I wouldn’t describe it as a safe place for your audiences at this time. So can you justify your organisation continuing to use the platform and indulging in its daily addictive sweet and sour treats (tweets)?

Bluesky might not have X’s engagement levels yet, but there’s an advantage to being an early adopter. With strong content and community strategies from day one, this is your chance to help shape the platform, be part of a new movement and build a new following. While avoiding the complications of X. 

And then there’s TikTok…

If you’d like to talk about your organisation’s social media strategy, including which platforms make the most sense for your organisation’s purpose, please get in touch