The Global Shift from X: Where is everyone going?

In recent years, the digital and social media landscape has undergone significant change. X (formally known as Twitter), was once the dominant platform for providing real-time updates, breaking news and engaging conversations. Following a series of controversial updates to moderation, management and leadership, users have been left reconsidering the platform entirely.

On November 6th, 2024, the day after the U.S. presidential election, X experienced its largest user departure since Elon Musk purchased the platform in 2022 (NBC News).

As a business, you may be asking yourself: Where should we move to? Do we need an X or Twitter alternative and if so, which one? There are many options flooding the marketplace, however, there are three alternatives we feel are worth considering: Bluesky, Mastodon and Threads.

Bluesky, launched by former Twitter CEO Jack Dorsey, is quickly becoming one of the world’s most popular social networks placing an emphasis on a user-controlled experience and prioritising privacy and transparency. The first clear distinction between X and Bluesky, is Bluesky’s open-source structure which is a whole new kind of decentralised social network. This means no single company controls the whole platform and therefore could drastically change how users interact with each other online, giving them the ability to curate content and engagement on a more granular level. As of March 31st, Bluesky’s registered user base has grown to over 33.8 million users.

The aim of this ‘new’ social network is to remove the power from the platform and place it in the hands of the users. Platforms as such are part of the “fediverse”, a global social network of interconnected servers that allow people to communicate across different platforms. Each platform is independently run but follow shared rules giving users more choice and control. The platforms allow for custom algorithms in the hopes of avoiding misinformation, the favouring of certain types of content and negative experiences.

Mastodon is another fediverse microblogging network with features similar to X, developed by German software developer Eugen Rochko. With over 10 million active users, the platform operates through Mastodon “instances” which are essentially individual servers or communities within Mastodon’s network, allowing users to choose which instance (community/server) they want to join - based on their interests, values, language, or moderation style.

Threads, on the other hand, is Meta’s answer to Twitter. It launched in July 2023 as a direct competitor to X.  It has 320 million users; however, user engagement has declined significantly since its launch.  Threads is part of the fediverse but not fully integrated, yet. However, with a seamless connection to Meta platforms Instagram, Facebook, and WhatsApp, Threads offers businesses a powerful cross-platform communications tool. Its integration with Instagram’s visual culture means it is already a platform that allows for more creativity.

What to consider?

It is important for businesses to reconsider their digital strategies as audiences move away from X towards the likes of Bluesky, Mastodon and Threads:

Content Strategy

X thrives on quick updates and hashtags, while Bluesky fosters community-driven, long-form discussions. Threads, with Instagram integration, prioritises visuals. Mastodon, with its decentralised, server-based model, requires a more tailored, community-focused approach. A focus on creating platform-specific content that aligns with each network’s strength will help businesses drive more authentic engagement and conversations with their audiences.

Audience Engagement

Understanding user behaviour is key. Threads integrates Instagram’s audience, Bluesky fosters open discussions, and Mastodon users prefer thoughtful, ad-free interactions. Researching your audience demographics and adapting messaging to each platform’s culture will help businesses connect authentically.

Privacy & Ethics

Businesses must prioritise ethical data practices by understanding each platform's approach to privacy and data control. Bluesky decentralises data control, Threads emphasises user privacy, and Mastodon’s federated system gives users more control over moderation and data. By navigating these differences carefully, businesses can build trust and ensure ethical data use.

Adapting & Measuring Success

Businesses should move beyond traditional metrics (likes, impressions) and focus on engagement depth, user sentiment, and community interactions. Mastodon, with its algorithm-free feed, requires organic engagement, while Bluesky and Threads offer emerging analytics. Staying agile and leveraging platform-specific insights is crucial for businesses to effectively measure success and build stronger connections with their audiences.

The shift from X to Mastodon, Bluesky and Threads signals a growing diversification of the social media landscape demanding flexibility, creativity, and a focus on meaningful engagement. The power dynamics of traditional platforms are evolving, and the chance for businesses to engage with their audiences and stakeholders on emerging platforms presents new opportunities for innovation. However, this change also comes with caution.  Businesses will need to remain adaptable, embracing these newer platforms while also keeping a close eye on the evolving regulatory landscape, user behaviour shifts, and the changing expectations of their audiences.

Risks of staying on X

1. Risk of being hacked: No social media platform is immune to hacking, but X has reduced their overall staff count significantly, impacting their security structure.
2. Risk of bot-related problems:  Bots and automated accounts on X are a persistent problem which artificially inflate engagement rates, spread misinformation and potentially facilitate spam. The extent of this problem is still unknown as it is restricted by X from outside analysis.
3. Risk of brand association with unprofessional content:  With the removal of content moderation teams and loosened control measures on hate speech, X users are presented with a high risk of negative brand association.
4. Risk of low-quality advertisers near your content: Combine X’s loss of high-quality advertisers with a lack of moderation controls, and you inevitably get a playground of irrelevant ads targeted at disinterested parties. Low-quality advertisements for products and services unrelated to your content or, worse, conflicting with your company’s content and values, can undermine your social media effectiveness.
5. Risk of extremist influencers: The decision to monetise X’s verification system has equipped extremists with a level of authenticity and authority on the platform that used to be impossible. Companies do not control how their content appears in X’s feed which leaves them vulnerable to their content appearing next to that produced by extremists or controversial figures.

Advice if/when deciding to leave X

When you initiate the deactivation process for your X account, it takes 30 days before your account is permanently deleted. However, it is important to be mindful of the fact that once the 30 days are up, your username is now “available” to anyone on the platform who notices its availability and can be used for however long they wish. This is where the potential for issues may arise. The safest option in any case would be to abandon your X account without deleting it entirely.

How to safely leave X

1. If on public, switch your account to private.
2. Pin a post that tells people where they can find you.
3. Next, click Settings and privacy > Privacy and safety > Audience and tagging, then click “Protect your posts.” This prevents non followers from viewing any public information left attached to your account.
4. Next, go to your profile, then Edit profile, to delete any personal information in your bio, and replace your profile picture.
5. Plan how you will communicate this change to your external audience as well as any internal staff or team members, so they are aware of the decision and understand the reasons behind it. Redirect your community to other platforms to stay connected.