Join us on Bluesky
The departure from Twitter, now rebranded as X, to newer and kinder platforms like Bluesky has become a defining narrative in the shifting dynamics of social media. This exodus reflects growing dissatisfaction with the state of X under Elon Musk’s stewardship. High-profile figures such as Jamie Lee Curtis and reputable organisations like The Guardian have publicly distanced themselves from X, while millions have flocked to Bluesky, a platform founded by former Twitter CEO Jack Dorsey in 2019. This movement signifies a rejection of Musk’s controversial management style, the lack of effective moderation on X, and a broader yearning for spaces that prioritise respect and safety.
The backdrop to this social media migration is a familiar tale of dissatisfaction and decline. When Elon Musk acquired Twitter in October 2022, he made drastic cuts to the workforce, reportedly slashing 80% of the company’s staff. This aggressive restructuring gutted the platform’s capacity to manage content effectively, as Musk himself admitted in interviews. These cuts have left X struggling to combat misinformation, abuse, and the rise of bots, leading to a sharp decline in user trust and satisfaction. Adam Tinworth, a social media expert, describes this shift as a “pragmatic” reason for many users to leave. What was once a vibrant, dynamic space for discourse has devolved into a poorly managed, politically charged echo chamber.
The alignment of Musk with Donald Trump’s administration has further alienated many users. Musk’s perceived promotion of right-wing political interests, combined with X’s algorithmic changes, has rendered the platform hostile to many voices on the left and even centrist users. As Adam Tinworth notes, this recent exodus is not solely political; it is also driven by dissatisfaction with X’s inability to address fundamental trust and safety concerns. Without adequate moderation, X has become a breeding ground for misinformation and abuse, tarnishing its reputation as a space for public discourse.
Bluesky, by contrast, has positioned itself as a sanctuary for those seeking a kinder, better-moderated social media experience. Built with a focus on decentralisation and user control, Bluesky has gained rapid traction. Its popularity surged after Musk’s political alignment became evident, with over a million users reportedly joining in a single day. Bluesky’s prioritisation of moderation and fostering a positive community has made it an appealing alternative. As Jason Barnard, CEO of Kalicube, points out, even search engines like Google are beginning to trust Bluesky more than X as a source of credible information. This shift in trust reflects a broader trend: platforms that prioritise factual accuracy and moderation are increasingly being recognised as more reliable.
The migration to Bluesky and other platforms such as Mastodon and Threads is also reshaping the landscape of social media. This fragmentation signifies a move away from the dominance of a single platform like Twitter and towards a decentralised digital ecosystem. While this shift offers opportunities for communities to thrive in healthier environments, it also presents challenges. As Tinworth cautions, there is a risk that smaller platforms could become ideological echo chambers, deepening political and cultural divides. Nevertheless, Bluesky’s commitment to moderation and community building suggests it may be better equipped to avoid such pitfalls.
The departure of major figures and institutions from X underscores the gravity of its decline. The Guardian, for instance, made headlines by quitting the platform, citing Musk’s leadership and the proliferation of abuse as reasons for the move. Jamie Lee Curtis, known for her advocacy of kindness and mental health, has also joined the growing chorus of voices abandoning X. Even symbolic gestures, such as the Clifton Suspension Bridge account leaving X, illustrate the widespread dissatisfaction with the platform’s current state. These high-profile exits amplify the message that Musk’s X is no longer a space that aligns with the values of many users.
The erosion of trust in X has implications far beyond individual users. Google’s declining reliance on X for factual information is a telling indicator of the platform’s deteriorating credibility. Barnard highlights a striking example: although Musk’s own daughter, Vivian Jenna Wilson, does not use Bluesky, Google appears to trust Bluesky more than X for information about her. This shift underscores the broader perception that X is failing to maintain its role as a reliable source of information.
The decline of X is not just a story of management missteps or technological stagnation; it is also about the changing nature of online interactions. Social media was once heralded as a democratic space for connection and dialogue, but X’s transformation into a platform dominated by right-wing rhetoric and abuse has alienated many users. Dr Steven Buckley, an expert in political communication, observes that X’s influence on elections and public opinion is “second-hand” but significant. As politicians and journalists continue to use X, its content trickles down into mainstream media, shaping narratives and public perceptions. However, the exodus of left-leaning voices from X risks turning it into an even more insular echo chamber for right-wing ideologies.
This transformation is starkly visible in the tone and content of discourse on X. Under Musk’s leadership, moderation has taken a back seat, allowing hate speech and abuse to proliferate. For many, this unchecked hostility has made the platform unusable. As Tinworth explains, the algorithmic changes under Musk have prioritised engagement metrics over trust and safety, exacerbating the problem. In contrast, Bluesky’s emphasis on moderation and community standards has created a space where users feel safer and more respected.
While X’s decline has created an opening for platforms like Bluesky, Mastodon, and Threads, it also raises broader questions about the future of social media. The fragmentation of online communities into multiple platforms reflects a loss of the shared digital spaces that once defined the internet. This shift may dilute the influence of any single platform, but it also presents an opportunity to rebuild social media with a stronger emphasis on values like respect, moderation, and community.
Bluesky’s rise offers a glimpse of what a better social media landscape might look like. Unlike X, which prioritises virality and sensationalism, Bluesky fosters meaningful connections and constructive dialogue. Its decentralised structure gives users greater control over their experience, empowering them to create communities that reflect their values. This approach resonates with a growing number of users who are disillusioned with the toxic environment of X.
The question remains: can Bluesky truly replace X as the dominant social media platform? Tinworth believes that Bluesky is steadily gaining the critical mass needed to sustain its growth. The waves of users joining the platform suggest that it is not just a passing trend but a viable alternative to X. As more people migrate to Bluesky, its value as a social network increases, creating a virtuous cycle of growth and trust.
However, the road ahead is not without challenges. For Bluesky to succeed, it must avoid the pitfalls that have plagued other platforms. Effective moderation, transparent policies, and a commitment to user safety will be essential in maintaining its appeal. Additionally, Bluesky must navigate the complexities of a fragmented social media landscape, where users are spread across multiple platforms with differing norms and values.
In the end, the migration from X to Bluesky is about more than just platform preferences; it is a reflection of deeper societal shifts. The rise of Bluesky represents a rejection of the divisive, combative culture that has come to define X under Musk. It is a call for a return to the principles that made social media a force for good: connection, dialogue, and community.
As the exodus from X continues, Bluesky’s challenge will be to uphold these principles while navigating the complexities of growth and competition. If it can succeed, it may not only replace X but also redefine what social media can be. For millions of users, including high-profile figures like Jamie Lee Curtis and respected institutions like The Guardian, the move to Bluesky is not just a change of platform—it is a statement of hope for a kinder, more inclusive digital future.
