What’s Driving Creators to Leave X for Bluesky

A rapid exodus of users from X (formerly known as Twitter) is happening at an extremely fast rate compared to the last year as a number of professionals in the publishing, entertainment, and creator industries are leaving the service for Bluesky.

Following Elon Musk’s acquisition of Twitter and rebranding the company as X, new social media platforms like Meta’s Threads, Mastodon, and CounterSocial rushed for market share as Elon Musk rolled back content moderation.

Bluesky is a decentralized social media app. It has a similar look and feel as X, formerly Twitter, but has some different features to bring more people into its creation. Unlike other closed platforms, Bluesky is an open social network that gives users choice, developers the freedom to build, and creators independence from platforms. It launched in 2021 and it became public in 2024.

The Impact of Elon Musk’s Changes to X

After the 2024 U.S. presidential election, a significant shift occurred as users left X in large numbers and made it public on other platforms. Bluesky reported a 1 million new user addition during this period. Marketers and creators referred to Bluesky as a “refuge” from the surge in far-right activism on X, following Elon Musk’s collaboration with Donald Trump. The same can be said for in 2023 when Threads gained 30 million users in less than 24 hours when Elon Musk’s takeover began to take effect. The popularity of Threads leveled off and brands couldn’t put ad dollars on the platform and that creators could not find ways to combat the algorithms, causing creators and brands to return to X.

“It’s an obvious reaction to the election results and Trump’s close relationship with Musk,” said  Elizabeth Moody, senior Partner and Chair of the New Media Practice at Granderson Des Rochers. “Bluesky is a decentralized platform, unlike other social media platforms, so it would face challenges in monetizing via advertising.”

Another recent bone-headed change to X’s block feature (no thanks to Elon Musk as Verzuz Battles will soon start there in 2025) now allows blocked users to still view posts, a move that has driven many creators to seek alternatives like Bluesky. The block feature on Bluesky works exactly as intended, keeping users’ privacy safe. For creators looking to connect with their audience in a more focused and streamlined environment, the platform’s lack of ads within a post-thread and bots makes it a compelling choice.

Bluesky’s Unique Approach to Community and Customization

Anna Vocino, founder and CEO of Eat Happy Kitchen, explained that she joined Bluesky during its invitation-only phase, but initially saw limited activity there. In recent months, she has observed an increase in traffic and began posting regularly as her profile was growing. The appeal of Bluesky, according to Vocino, lies in its discoverability, which is not affected by algorithms or pay-to-play models, balanced with a healthy amount of user interaction and activity.

“I’ve already found some wonderful food communities and new fun folks to follow,” said Vocino. “I’m still learning the ins and outs of best practices within the app, and I’ve found that searching for ‘feeds’ relevant to your niche or topic is a very helpful way to gain discoverability within your topic.”

In line with Vocino’s perspective, Kevin Shahnazaari, Founder of FinlyWealth, said Elon Musk’s takeover of X did not lead to the exploration of other platforms at first, but the changes following the acquisition did. The algorithm changes at X dramatically impacted Shahnazaari’s financial content reach and engagement, prompting him to seek alternative solutions.

“Being a thought leader in fintech made me realize that good financial discussions needed more visibility and were overshadowed by controversial ones,” said Shahnazaari. “That required a realignment to my objective of delivering valuable financial insights to my audience.” 

Bluesky’s Unique Protocol and Customization Options

According to Shahnazaari, Bluesky’s fintech content is more community-driven and geared toward tech enthusiasts. Unlike X, where he simplified complex financial concepts dramatically, Bluesky encourages nuanced discussion of financial technology, blockchains, and artificial intelligence. He also noted that the platform facilitates more in-depth conversations about banking, digital currencies, and economic inclusion.

Unlike Threads, which was tied to your Meta account, Bluesky stands out due to its unique design, emphasizing community and openness. In contrast to other platforms criticized for their operational models, Bluesky uses the AT Protocol. Using this framework, users are able to customize content and interactions, providing a more user-centered experience for users.

Ray Lauzums, owner of Poggers.com, highlighted insights from a gaming writer who noted that Bluesky has helped them gain more visibility due to the absence of ads and bots. The platform’s customizable feed and design encourage organic sharing and engagement, making it an attractive choice for many creators. With prominent figures like Neil Gaiman and Chelsea Manning already active on Bluesky, its growing popularity is evident. When it comes to the customization options, Lauzumus had this to say:

“Another reason that isn’t talked about much is that Bluesky lets communities set their own rules. This is [really appealing to creators] who want a more controlled and respectful environment,” said Lauzums. “For example, a bunch of people signed up for Bluesky after X was blocked in Brazil, and the new X policy led to a lot of people signing up for Bluesky, showing that people are unhappy with X’s rules and want a better platform.”