From X to Bluesky: Is it time to change course?

Since Elon Musk purchased Twitter (now X) in October 2022, the platform’s future has been a hot topic of discussion. What Musk once described as a move to “radically protect free speech”, seems to have achieved the opposite: turning the platform into an echo chamber.

This perception has grown following Donald Trump’s victory in the U.S. presidential elections, with accusations that Musk manipulated political discourse in favour of Republicans. This has led several media outlets to follow The Guardian’s example and abandon X, triggering a mass exodus of users. They join the many brands that left the platform or paused investments shortly after Musk’s takeover.

This context reignites the debate about the role brands should play on X and how this affects social media strategies. While we’ve previously discussed some implications of Musk’s acquisition, recent developments and the rise of new alternatives like Bluesky, a further alternative to Threads, compel us to reconsider:

• Does it still make sense to invest in X?
• Is it time to explore other platforms?
• What is the best option?

Let’s delve into this.

Is X as toxic as it’s made out to be?

At Good Rebels, we like to consider ourselves tech optimists. We believe in technology as a tool for progress, provided it’s used ethically and responsibly—this applies to social media as well. That’s why we find it difficult to categorise X, a platform used daily by millions globally as a forum where artists, journalists, creators, brands, and more engage and add value, as inherently toxic.

However, evidence suggests that under Musk’s leadership, hate speech has proliferated on the platform, journalists have been censored, and conspiracy theories and far-right messages have been promoted at the expense of content less aligned with the Tesla’s founder’s ideology. Musk’s personal account, whose visibility has increased exponentially due to algorithmic changes, has played a crucial role in this. While bad practices existed on Twitter before Musk, they now seem more legitimised.

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In this context, many brands are re-evaluating their presence on the platform, both to remain consistent with their values and to avoid their corporate messages being politicised or associated with discriminatory content (though in the U.S., some brands are considering resuming advertising to gain preferential treatment with the White House, now that Musk plays a key role in the administration). We share these concerns at Good Rebels and will address them further here with specific recommendations.

That said, the decision to leave the platform isn’t without debate, even among those who agree it has taken a toxic turn. Some argue that leaving X while staying on other social platforms is inconsistent, while others believe staying is the only way to combat misinformation.

Could Bluesky become a solid alternative? What about Threads?

Although Bluesky originated as a spin-off from Twitter under Jack Dorsey before Musk’s acquisition, its boom coincided with the latest controversies surrounding X.

The platform, accessible only via invitation until February 2024, has seen notable growth in recent weeks, surpassing 20 million users. While this still pales in comparison to Threads’ 275 million (which added 15 million users in November alone) and X’s 600 million, the gap could narrow in the coming months. This is especially true considering the active users and daily visits aren’t as far apart as the total user counts suggest. That said, time will tell if Bluesky maintains its momentum once the initial hype subsides.

The key: A decentralised, open-source protocol.

Functionally, Bluesky closely resembles the “old” Twitter, but its underlying technology is its standout feature. Built on the AT protocol, which is decentralised and open-source, Bluesky gives users greater control over their platform experience. Unlike traditional platforms like Threads or X, where centralised algorithms dictate content visibility, Bluesky allows users to subscribe to third-party-created feeds or even design their own.

This feature offers two key advantages:

• It could be an effective tool against the spread of misinformation, as Bluesky (unlike X) is expected to allow investigations into disinformation campaigns, if any exist.
• It appeals to those nostalgic for the early days of Twitter. If users don’t configure a custom feed, they’ll only see content from accounts they follow—a feature Threads hasn’t fully replicated.

Are we witnessing a social media trend shift?

While it’s unclear how much users value the personalisation Bluesky offers (most people prefer avoiding complex settings), the platform presents a simpler alternative for those seeking this level of control, especially compared to Mastodon.

Still, this idea of “customisable social media” may evolve from a niche offering into a broader trend as the ability to choose algorithms or personalised feeds gains prominence. Even Threads, which initially lacked this feature, recently introduced custom feeds and is prioritising content from followed accounts. Instagram, too, has joined this movement by adding a feature to reset its algorithm recommendations.

Is Bluesky the definitive alternative to X?

It’s too soon to tell, but from a brand perspective, the short answer is probably not.

In general, users tend to reject brand presence on social platforms, and this rejection seems even more pronounced on Bluesky. Designed as a decentralised alternative free from the “dictatorship of advertising,” Bluesky aims to avoid problems tied to traditional social media business models.

Bluesky’s personalised feed and algorithm options allow users to completely exclude brands from their experience. Moreover, the platform has explicitly stated that advertising is not being considered for now.

This makes it unlikely that brands will be able to build meaningful communities on Bluesky in the short term. Additionally, unlike Threads, which is linked to Instagram and allows follower migration, brands on Bluesky must start from scratch.

However, for brands that can adapt to this environment, opportunities do exist, albeit on a challenging playing field. Success will require teams that deeply understand the platform’s underlying technology and are willing to think outside the box. For instance, exploring brand-related territories where a feed or algorithm could be custom-built might be an interesting approach.

And from the users’ perspective? Bluesky appears to be a more attractive alternative than Threads, which is often perceived as an extension of Instagram and, therefore, more intimate and less oriented toward conversation and debate. However, it is unlikely to dethrone X in the near future as the leading platform for real-time information.

That doesn’t mean they can’t coexist. For many, Bluesky isn’t simply a place to replicate what they did on Twitter but an opportunity to start fresh and explore something different. Perhaps, instead of the “all-in-one” network envisioned by Elon Musk, the solution lies in coexisting with multiple networks, each tailored to specific needs.
So, what should brands do?

Let’s break it down:

Is it time to move away from X?

Our recommendation is that if you’re starting to consider a transition plan to leave X, the decision shouldn’t be driven by controversy but by strategic reflection.

For many brands, maintaining a presence on X is more about inertia—“being there just because”—than an effective strategy. We need to question whether it makes sense to continue investing resources in maintaining this channel.

In many cases, organic impact on X has become negligible (the number of posts and average interactions per post decline year after year), reducing its relevance for communicating corporate milestones or as a sales tool. Additionally, it doesn’t seem like the best time to reinvest in advertising on the platform, given growing concerns about the context in which ads appear.

However, for some brands, staying on X can offer additional value: ensuring a rational and reliable voice in an environment where misinformation might dominate. In certain sectors, this strategic presence can help counter alternative narratives that could impact your reputation or that of your industry.

In any case, if you decide it’s time to stop considering X as a strategic channel, our recommendation is not to delete your profile. Doing so could allow someone else to impersonate your account. Instead, maintain a low profile: replicate content or even stop posting, but ensure you inform users where they can find you. This way, you can continue monitoring the situation and, if circumstances change, resume activity on X.

If I decide to leave X and Bluesky isn’t the alternative, what should I do?

Don’t panic. No one said the solution has to be another microblogging network. The key is to identify alternative channels that meet the same needs X was addressing (note: this advice applies to brands; the situation is more complex for media outlets).

If X was a customer service channel, options like Instagram, WhatsApp Business, or even Telegram could be good solutions for establishing more direct and personalised communication with users.

On the other hand, if X played a more corporate or B2B role in your strategy (sharing announcements, financial results, promoting events, or interacting with other businesses), you’ve likely already noticed that it didn’t work particularly well. In this case, LinkedIn (which grew in Spain as much as TikTok in 2023, according to the IAB) is the best alternative. In addition to enhancing your corporate channel on the platform, involving key voices from your organisation, such as executives or experts, can help you gain both reach and credibility.

Additionally, the number of users relying on networks like TikTok or Instagram for information is growing. This presents a good opportunity to move current affairs or educational content to these platforms (while, of course, strengthening their role as entertainment hubs).

In any case, the situation is evolving rapidly, so it’s worth securing your handle on Bluesky now to ensure the username is available if you need it in the future.

My brand has decided to bet on Bluesky. Where do I start?

It’s still early days, but if your brand has decided to invest in Bluesky, it’s essential to understand that this isn’t about recycling tactics from Instagram, X, or TikTok. This is an opportunity to start fresh and connect with users in a new way.

The aversion to branded content forces us to rethink how we communicate on the platform. Instead of relying on product-focused or self-promotional messages, we need to focus on creating content that genuinely resonates with users’ interests and needs. Whether through entertainment, useful information, or inspiring content, the priority is to provide value and avoid practices that algorithms might penalise, especially since we won’t be able to rely on ads for visibility.

Additionally, giving your brand a visible face—with a real name and identity—can be one of the most effective ways to establish a presence on the platform. Profiles like experts or executives, especially those whose digital DNA or positioning aligns with topics like digitalisation, communication, or innovation, can make a difference. Over time, creators and brand ambassadors can also reinforce credibility and connect authentically with the audience.

In conclusion: There are still many unanswered questions, but one thing is clear: changes are coming. At Good Rebels, we’ll keep a close eye on all developments in this space to keep you updated on any news.  (Valorar si metemos nuestra cuenta de BS)