In an unexpected but telling move, more than 115,000 users of X (formerly Twitter) deactivated their accounts the day after the U.S. presidential election.
This mass migration not only marks a milestone in the history of the platform under the direction of Elon Musk, but also paves the way for the rise of its most promising competitor, Bluesky.
Fragmented social networks: a sign of the times
By: Gabriel E. Levy B.
The phenomenon of fragmentation on social networks is not new, but the speed at which it occurs has reached unprecedented levels after these elections.
According to Brian Stelter, a CNN social media analyst, many users abandoned X to escape the political noise that dominates the platform.
Since its acquisition by Elon Musk, X has not only further polarized political discussions, but has also been accused of facilitating misinformation and prioritizing corporate interests over the well-being of its users.
The migration to Bluesky is not just an aversion to Musk. For many, it’s an attempt to regain control over their social media experience.
From politicians to journalists, the mass flight reflects a disillusionment with what X represents today.
This exodus is reminiscent of what Shoshana Zuboff described in The Age of Surveillance Capitalism: “Technology platforms are no longer neutral tools; they are active agents in the configuration of our social and political realities.”
Bluesky: a commitment to decentralization
Founded in 2019 as an initiative by Jack Dorsey within Twitter, Bluesky officially emerged in 2021 as an independent entity. Their proposal is based on the AT Protocol, a decentralized structure that gives users greater control over their data and algorithms. Unlike traditional networks, where a single company dictates the rules, Bluesky allows its users to choose how to interact and what content to prioritize.
Since opening to the public in February 2024, Bluesky has grown exponentially, reaching 16 million users in November 2024. This rapid rise reflects not only a desire for alternatives, but also a growing distrust of large, centralized platforms.
According to data from Wikipedia, its focus on personalization and community moderation makes it an attractive option for those looking for a safer and more controlled environment.
Scholar Clay Shirky, author of Here Comes Everybody, argues that “decentralized platforms have the potential to give power back to communities, encouraging more genuine and less manipulated participation.” This is precisely what Bluesky is trying to offer: a network that prioritizes transparency and autonomy.
The dilemmas of abandoning X
However, change is not easy. Despite criticism of X, abandoning a platform with such a large user base involves sacrifices. Content creators, for example, face the challenge of rebuilding audiences from scratch on Bluesky.
In addition, Bluesky is still missing key functionalities, such as video publishing and advanced discovery tools.
For ordinary users, the decision to abandon X is also loaded with symbolism. Staying could be interpreted as an act of implicit support for Musk and his policies.
However, leaving implies ceding public space to those who manage narratives of hate or disinformation.
It’s a dilemma that, as Stelter points out, reflects an “erosion of the sense of community on social platforms.”
The impact of this exodus also extends to deeper levels. As Zuboff pointed out, “the privatization of digital spaces threatens to undermine the foundations of democracy.”
If platforms like X are perceived as instruments of corporate or partisan interests, the act of disengagement becomes a form of resistance.
Bluesky vs. Threads: A Battle for the Future
Although Bluesky takes the headlines, she is not alone in the competition. Meta’s Threads also seeks to capture users disenchanted with X.
But unlike Threads, which follows Meta’s centralized model, Bluesky is committed to radical decentralization.
This could become their biggest advantage, especially in a world where privacy and data control are increasingly valued.
Recent examples underscore this shift. In August 2024, the temporary suspension of X in Brazil led to a mass migration to the Blues.
Similarly, polarizing political events in the United States and Europe have strengthened its user base.
However, the challenge for Bluesky lies in scaling its model without compromising its decentralized vision, something that other platforms have not fully achieved.
In conclusion, the exodus to Bluesky marks a pivotal moment in the evolution of social media. Beyond being a simple alternative to X, it represents a change in how people perceive their relationship with technology and the control they exert over it. While its long-term success is yet to be defined, Bluesky paves a trail to a future where users have more voice and agency in digital spaces. In an increasingly interconnected world, this decentralization could be the change many have been waiting for.
