You know in Mean Girls, when The Plastics decide Regina George can't sit with them and choose Cady Heron instead?
Well, this is like that. But Regina is X and The Plastics are the 1 million users who have fled elsewhere.
So, who is Cady Heron in this scenario, you ask?
The unsuspecting Bluesky - a decentralised microblogging platform.
Let's not sugar coat it. X (formerly known as Twitter) has been on a bumpy ride ever since Elon Musk stepped into the picture.
Okay, bumpy is an understatement. We're talking turbulence through the roof, oxygen masks ON, help-yourself-before-helping-others, knee-brace position kind of ride.
And now, with the U.S. election acting as the cherry on top of this dumpster fire, users and brands alike are hitting the eject button and landing in a shiny new corner of the internet: Bluesky.
We're about to break down the drama, the migration, and what brands need to know if they're considering hopping on this new bandwagon.
But first, let's rewind to the good old days.
Once upon a time (in a land far away), Twitter was a hub for breaking news, witty banter, and some truly iconic meme culture. Then came Musk, and things got...weird.
Renaming Twitter to X was like renaming Coca-Cola 'Carbonated Brown Liquid.'
Sure, it's technically accurate, but it's also deeply unappealing. The rebrand came with zero context, zero nostalgia, and zero strategy, leaving users scratching their heads.
Remember when blue checks actually meant something?
Now, anyone with $8 can buy one, which has led to more misinformation than a conspiracy subreddit. Not great for brands trying to maintain credibility.
With fewer staff to manage harmful content, X has become a breeding ground for hate speech and misinformation-especially during the U.S. election.
For brands, the risk of being associated with this chaos is far too high. And fair play. No one wants their ads popping up next to racist or sexist content.
Major advertisers like Disney and Coca-Cola have pulled out of the platform.
And who can blame them? With declining trust and increasingly polarised content, X feels like a PR crisis waiting to happen.
The internet's new darling.
If X is the messy ex, Bluesky is the fresh start everyone's been waiting for. Founded by Twitter's OG co-founder Jack Dorsey, Bluesky is like a cooler, less chaotic sibling to X.
And post-election, its membership hit 1 million-a clear sign that people (and brands) are ready for something new.
Bluesky runs on the AT Protocol, which gives users more control over their experience.
No more algorithms forcing random content down your throat. Instead, it's a platform built around trust and transparency-two things X lost a long time ago.
The invite-only model has kept Bluesky's vibe small, intimate, and actually enjoyable.
It feels like a throwback to early Twitter, minus the trolls. For brands, this means fewer risks of backlash and a more engaged audience.
Bluesky's moderation tools are on point, keeping bots and spam to a minimum.
It's a safe space where brands can actually have meaningful interactions with users.
Brands like Ben & Jerry's are already staking their claim on Bluesky, and being an early adopter has its perks.
It's easier to build a loyal following when the platform isn't yet oversaturated.
If you're looking to ditch X and pivot to Bluesky, here's what you stand to gain:
Bluesky's user base is growing fast, and it's made up of people actively seeking alternatives to X. Translation? These are the users most likely to engage with your content.
