The Decline of X: How Threads and Bluesky Are Shaping the Future

The social media landscape is no stranger to change. Over the past decade, platforms have risen to prominence, only to fall out of favour just as quickly. One of the most notable recent shifts is the decline of X (formerly known as Twitter) and the similar growth of alternative platforms like Threads and recently Bluesky.

While X once dominated the conversation, its fall has opened the door for a new era of social media – one that’s focused on innovation, community, and decentralisation. But what exactly is driving this change? In this blog, I will take a closer look at how Threads and Bluesky are leading the charge and reshaping the future of the social media landscape.

The Decline of X

X, once the go-to platform for breaking news, celebrity updates, and political discourse, has seen a dramatic decline in user engagement and brand trust. What was once a simple microblogging platform has become an increasingly fractured space under Elon Musk’s ownership, with controversial opinions, changes in leadership and a shift in user expectations.

The Rise of Threads

Launched by Meta, the parent company of Facebook and Instagram, Threads debuted in mid-2023 and quickly gained traction. Built to be a direct competitor to X, Threads offers a microblogging experience that focuses on simplicity and user control, which has been proved popular by growing to have over two hundred million active users to date. The platform allows users to share short posts, follow others, and engage in conversations – all in a polished environment that’s less prone to the ‘chaos’ that characterised X.

What sets Threads apart is its integration with its sister platform. Users can easily transition from Instagram to Threads, creating a convenient experience across both platforms. This ease of access, combined with a focus on community engagement and well-managed content, has made Threads an attractive alternative for those looking to move away from X.

Meta’s reputation for creating platforms that prioritise user engagement – along with the ability to tap into its existing user base – has been key to Threads’ rise. As more people become disillusioned with X, Threads is positioning itself as a natural replacement, offering a fresh take on the social media experience without losing the core aspects that made X so popular in the first place.

What’s This Bluesky Thing Everyone is Talking About?

While Threads has garnered attention for its connection to Instagram, Bluesky is catching the eye of users looking for something more innovative and decentralised. The twenty million users who have already joined the platform to date will notice its likeness to Twitter, which is interesting as Bluesky was founded by Jack Dorsey, the former CEO of X.

Unlike traditional social media platforms, Bluesky operates on a protocol called the “AT Protocol,” which allows for improved user control and freedom.

The decentralised nature of Bluesky means that users aren’t confined to a single platform owned by one company. Instead, they promote an open space, where anyone can create their instance of the platform that’s tailored to their needs – for example, it includes the capability to set up custom feeds for particular interests or audiences. This move away from centralised control is a major appeal to those who feel that X and other mainstream platforms have become too monopolistic or restrictive.

Bluesky also places a heavy emphasis on community-driven content, offering a space where users can interact with like-minded individuals and engage in meaningful conversations. While still in its early stages compared to Threads, Bluesky has generated significant interest from digital nomads, privacy-conscious users, and those seeking a more authentic online space.

Will these new platforms succeed?

The rise and success of Threads and Bluesky will be down to several key factors.

While many users are looking for a break from the turmoil associated with X, and both Threads and Bluesky offer users greater control over their experience, it’s yet to be seen if they can follow a different path. Threads gives people an easy-to-use platform integrated with Instagram, while Bluesky’s decentralised structure allows users to shape their online communities.

Both also prioritise community building and provide spaces for genuine interaction, avoiding the excessive advertisements and algorithm-driven feeds of older platforms. But could that just be in the halcyon days of the early adopters?

Bluesky’s decentralised model undoubtedly appeals to those who want more privacy and autonomy in their digital lives. As privacy concerns continue to rise, Bluesky’s transparency and control over data offer a more appealing alternative to traditional social media networks.

Ultimately, Threads and Bluesky’s ability to become the ‘new’ social platforms will be led by the number who use them and the quality and relevance of the content shared. Threads’ convenient integration with Instagram or Bluesky’s decentralised ethos are undoubtedly enticing, it is the engagement, sharing and community of each platform that will lead to their success.

We’ll be keeping a close eye on both for now – and have already active accounts for Nielsen McAllister. We’ll let you know how it goes – or maybe even see you there. If you join, be sure to say hello!

If you would like a helping hand incorporating these new platforms into your social media strategy or creating content that engages, contact us for a chat – or why not even send us a message via Threads or Bluesky?