Bluesky vs. X: Is the Future of Social Media Decentralized?

By Fay Capstick

The social media landscape is in constant flux, and at the heart of this shift is a compelling rivalry between Bluesky and X (formerly Twitter). As X grapples with declining user trust, political polarisation, and a toxic environment, Bluesky offers an alternative rooted in decentralisation and community-driven growth. But can this newcomer truly dethrone a giant? This week, we look at Bluesky vs. X.

Let’s learn more!

What Is Bluesky?

Bluesky emerged in 2019, ironically, as a research initiative within Twitter, with the ambitious goal of decentralizing social media. By 2021, it spun off into an independent entity under Jay Graber’s leadership, supported by Twitter’s co-founder Jack Dorsey.

Bluesky is built on a decentralised framework enabling users to interact across independently run servers. This approach challenges the monopolistic, centralised models dominating platforms like X, giving users greater control over their online communities. For those who want decentralised social media, this is a huge plus point.

X’s Fall

Since Elon Musk acquired Twitter in 2022, the platform—rebranded as X—has faced widespread criticism.

Key problems for users include:

1. Content Moderation Rollbacks: Hate speech, misinformation, and harassment have surged, alienating many users.
2. Political Polarization: Musk’s outspoken support for Donald Trump during the 2024 U.S. election compounded tensions. Many users, especially liberals, felt unwelcome on the platform. Of course, many others felt like X was the site that was needed.
3. Declining User Experience: Frequent changes, such as algorithmic favouritism for Musk’s posts, have frustrated users.
   
4. Advertiser Exodus: Major brands have cut ties due to concerns about platform safety, impacting X’s financial stability.

Prominent figures and organizations have also departed. Celebrities like Jamie Lee Curtis and Elton John, media outlets such as NPR and The Guardian, and global brands including the Berlin Film Festival have significantly reduced their presence on X.

The U.S. Election and Bluesky’s Surge

The 2024 U.S. election played a big role in reshaping the social media landscape. Musk’s vocal backing of Trump, coupled with misinformation and targeted harassment on X, drove many users to explore alternatives.

For example, Taylor Swift fans, targeted by Trump supporters post-election (after the failed Swifties for Kamala movement), migrated en masse to Bluesky, seeking a safer, less combative environment. This influx contributed to Bluesky’s rapid growth, pushing its user base to over 21 million.

Bluesky’s appeal lies in its simplicity and inclusivity. Its algorithm-free feed and emphasis on community-building remind many of “old Twitter,” sparking nostalgia and hope among users disillusioned with X.

Can Bluesky Rival X?

While Bluesky’s rise is promising, its future hinges on several factors:

1. Scaling Responsibly: As its user base grows, Bluesky must maintain its current standards for moderation and community engagement to avoid replicating the issues that plague X.
2. Diverse Appeal: Currently, Bluesky attracts journalists, activists, and politically active communities. To achieve long-term success, it must also draw in casual users and manage to keep them interested.
   
3. Monetization Strategies: Without a clear revenue model, Bluesky risks financial instability. It will have to make money to be viable, but can it do that without causing problems?

What’s Next for Social Media?

Bluesky represents more than just a competitor to X—it symbolizes a broader shift toward decentralized, user-first platforms. Its grassroots appeal and transparent policies stand in stark contrast to X’s polarizing approach.

However, history shows that the social media landscape is volatile. For Bluesky to truly rival X, it must scale thoughtfully while preserving the values that make it unique. We think that it is possible, but it needs to be carefully managed.

Bluesky’s rise signals a new era for online interaction—one that prioritises community, transparency, and empowerment over corporate interests, which is certainly a worthy goal. It will be very interesting to watch what happens.

What do you think? Have you jumped to Bluesky? Are you staying on Twitter? Do you think both can survive?

Final Thoughts

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