What's happening:
A noticeable shift has occurred in the digital world recently as many users explore alternatives to long-established social media platforms such as X (formerly Twitter). One of these alternative platforms, BlueSky, has quickly gained popularity. Founded by ex-Twitter CEO and co-founder Jack Dorsey, BlueSky emphasizes simplicity and user autonomy. Unlike the algorithm-driven feeds that dominate the space today, BlueSky’s decentralized nature – where users and communities control their own spaces rather than a single company– offers users control over their experience. BlueSky CEO Jay Graber has also made it known that for right now, they do not intend to incorporate ads into the platform. These factors are particularly appealing at a time when trust in large corporations is waning.
What we found:
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According to our data, 36% of people noted having decreased levels of trust in big companies over the past 2 years.
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The week this data was collected, BlueSky added over 1 million new users per day. It currently has over 26 million and is continuing to grow at a rapid pace. The site doubled its user base from September to November 2024.
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280,000 people deactivated their account on X on Election Day. Since the election, X’s daily active users have remained stagnant while BlueSky’s has jumped more than 119%.
Why it matters:
The rise of BlueSky is a reminder of how cyclical the media landscape can be. Just as MySpace gave way to Facebook and Twitter, then onto Instagram and eventually TikTok, today’s platforms are facing disruptors that cater to new use cases and values. Social media is no longer just about connecting with friends; it’s about aligning with platforms that reflect your identity and values. This trend signals an opportunity to rethink how to engage audiences in environments where user control and authenticity are paramount. Platforms like BlueSky show the potential for building trust by offering value-driven experiences rather than overwhelming users with ads or intrusive algorithms.
Brands should watch these shifts closely and explore strategies that resonate with users on emerging platforms. Being an early adopter of new spaces like BlueSky, where audiences are more engaged and aligned with their values, can create opportunities to establish meaningful connections and differentiate from competitors.
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