New in November Bluesky social network reached a new level of popularity, demonstrating an unprecedented growth of the audience. In just one month, the number of users in the USA increased by 500%, in Great Britain – by 350%. Such wild success naturally drew attention to the platform, which became a serious alternative to other social networks, including X (formerly Twitter) and Threads from Meta. What made the new platform so attractive to users of X and Threads, which seemed like perfect communication outlets, and why did the migration to the new ecosystem happen immediately after the election of Donald Trump as President of the United States?
Bluesky started 5 years ago as an experimental Twitter project. Testing of the platform began last year. The platform became open to the general public in February this year. Only on November 14, 2024 (a few days after the announcement of the US election results!) more than one million new users joined the new social interaction format, and Bluesky’s total audience has already exceeded 20 million.
The competitive environment of the Bluesky platform
A little competitive analysis for context. One of Bluesky’s rivals – Threads from Meta – is a well-known social network, launched last July by Meta (formerly Facebook). The platform focuses on the exchange of text messages, ideas and discussions. The application became available for Android and iOS users in 100 countries, including Ukraine. Currently, the number of active users of the Threads social network exceeds 275 million per month.
Another competitor is X (formerly Twitter), a popular social microblogging platform for short messages, photos, videos and other content. The X Network currently has approximately 600 million monthly active users (245 million view the news feed daily). Interestingly, the growth of the platform stopped after acquiring the social network Elon Musk.
It is important to mention the opportunities offered by the Threads and X ecosystems to users, which distinguish them from other social networks, thanks to different approaches to the format, functionality and philosophy of interaction.
Yes, Threads by Meta integrates with Instagram, allowing you to import followers and followers. The platform has a minimalistic design for texts, images, videos and links. Meta moderates content to reduce toxicity. Threads is part of the Meta ecosystem, making it easy to switch between Instagram, Facebook and WhatsApp.
After acquiring Twitter in 2022, the famous billionaire Elon Musk sought to create an “app for everything” similar to China’s WeChat. Within this concept, X integrated financial services: payments, cryptocurrencies and monetization tools – subscriptions and advertising. Despite the new name, many users habitually refer to the platform as “Twitter”, and the term “tweets” remains widely used. X seems to be trying to maintain a balance between Twitter’s legacy and new ideas.
If Threads is distinguished by its simplicity and integration with Meta, then X is distinguished by its versatility and various functions. Both platforms offer new approaches not found in other social networks.
Target audience of social networks X and “newcomers” Threads and Bluesky
Each of these three social networks has its own distinct audience and unique features that match their goals and style.
Yes, Meta’s Threads is targeting Instagram users, especially Gen Z and Millennials. The platform has a simple design and a safe environment for communication, with an emphasis on positive interaction. This is a convenient place for chatting related to Instagram and Facebook.
Instead, X attracts professionals, journalists, politicians and creators. Here you can discuss news, politics and current events, as well as earn money through subscriptions, donations and advertising. The platform aims to be a multifunctional service with social, financial and entertainment capabilities.
At the same time, Bluesky is designed for those who value independence from large corporations. This platform is suitable for building communities, discussing deep topics and new approaches to social media.
In summary, while Threads appeals to youth and those looking for Instagram integration, X focuses on professionals and financial tools. Bluesky is chosen by those who value freedom and decentralization. Each platform offers something unique to its users.
Why Americans are switching to Bluesky en masse
So, after the presidential election in November, amid the political circumstances, many users switched to social networks Bluesky and Threads. This has particularly affected those who do not support Trump’s policies or do not want to be associated with a platform that has been used for political campaigning. Some users started looking for alternatives that offer balanced and objective content.
The atmosphere of toxicity in X, which was criticized by such celebrities as Stephen King, forced many to change their preferences. After Musk publicly endorsed Trump, many X users began looking for a new platform that would offer a neutral infospace.
Features that make Bluesky competitive
However, it is not only about politics. Bluesky is ideal for those who want a transparent, calm and friendly atmosphere. The platform offers users more freedom, privacy and personalization, allowing them to customize their experience on their own, something they won’t find on Facebook or X.
Bluesky has several innovations: everyone can use their own domain as a username, which adds individuality. The platform allows users to manage access to content and create personal lists to block or interact with others.
Its decentralized structure based on AT Protocol technology. Users decide for themselves which algorithms to use for their news feed: chronological order, popularity or interests. This avoids content manipulation and ensures transparency. In addition, the data remains under the control of the users themselves, which reduces the risks of information leakage or its unauthorized use. Bluesky also has a “Feeds” feature that allows you to select and customize interesting topics. This makes interaction with the platform more individual and convenient.
Traditional social networks often use algorithms that impose content to keep users on the system. This creates informational noise and “echo chambers,” that is, environments where people hear only what confirms their opinions, and other views are not allowed. This phenomenon is inherent in social networks, where algorithms show content that you like. It can distort reality and prevent you from thinking critically because you don’t see other points of view.
In addition, Bluesky attracts users with a complete lack of advertising. Thanks to this, the user experience on the platform looks “cleaner” and less intrusive compared to other popular social networks.
And here Bluesky demonstrates progressiveness, allowing to avoid the influence of centralized algorithms, creating a transparent ecosystem. The absence of advertising pressure and automatic content selection makes the interaction more comfortable and calmer. Bluesky technologies open the door to creating new communities based on trust, individual approach and protection of personal information.
…Decentralized structure, lack of advertising and personalized approach to content make Bluesky a modern alternative for those who are tired of traditional social networks. The platform has already attracted the attention of millions and has every chance to become the leading social network of the new generation. While large corporations focus on monetization and control, Bluesky offers an alternative: a network where users are full creators of their digital experience.
Tetyana Viktorova
