Bluesky and Threads Gain Momentum as Users and Advertisers Exit X

Two years after Elon Musk’s acquisition of Twitter (now X), the platform’s increasing reliance on bots and its polarizing shift in political tone have led to an exodus of users and advertisers. Meanwhile, alternative platforms like Threads and Bluesky are seizing the opportunity to grow their communities and, potentially, their advertising capabilities.

Bluesky Rises

Bluesky, co-founded by former Twitter CEO Jack Dorsey, has seen a dramatic increase in users following the recent U.S. election. With over a million new users in just a week, the platform has surpassed 15 million total users.

High-profile figures such as Alexandria Ocasio-Cortez, author John Green, and Mark Cuban have recently joined or reactivated their accounts, with Cuban declaring Bluesky as a “Less Hateful World.” Many users are comparing the experience to the early, community-driven days of Twitter.

The platform’s surge in popularity coincides with growing dissatisfaction over X’s latest policies. Today, X begins using all user data to train its AI models—a controversial decision that has further fueled calls for users to leave the platform. Additionally, speculation about a potential merger with Truth Social has only added to the unrest.

Advertisers Take Flight

It’s not just individuals abandoning X. Media organizations like The Guardian, PBS, and NPR have also left, citing the platform’s toxic environment and its role in amplifying divisive political discourse. According to a report from Kantar, 26% of marketers plan to reduce their ad spend on X in 2025. The platform continues to lose advertising dollars year over year, signaling a significant shift in brand sentiment.

Threads Maintains Its Lead

Despite Bluesky’s rise to No. 1 on the Apple App Store’s free apps chart this week, Threads continues to dominate in overall usage. With 275 million monthly active users and 15 million new sign-ups in November alone, Threads has become a leading contender in the text-based social platform space.

Meta, which owns Threads, has big plans to capitalize on its growing audience. Starting in January, the company will allow a select group of advertisers to create and publish ads on Threads, marking its first foray into monetizing the platform.

What’s Next for Bluesky?

While Threads is preparing to enter the advertising market, Bluesky has so far resisted the call to monetize through traditional ad formats. CEO Jay Graber has stated her intention not to “enshittify the network with ads,” though the platform’s growing user base may eventually necessitate some form of monetization.

Takeaway for Businesses

The departure of users and advertisers from X presents a unique opportunity for brands to explore alternative platforms like Threads and Bluesky. Threads’ upcoming ad options may provide early movers with a competitive advantage, while Bluesky offers a fresh environment for organic engagement.

As the landscape of social media continues to evolve, staying informed about platform trends and user behavior is critical. Interested in navigating this shifting terrain? Contact us today to explore tailored strategies for your brand.