People are leaving X. Following the 2024 presidential election, X saw 115,000 account deactivations, and it’s likely that even more users keeping their accounts but looking to spend their time on less toxic platforms. But what are the alternatives?
Bluesky and Threads are Growing
Bluesky and Threads are both text-based social media platforms that essentially operate like X. These competitors have both seen a spike in growth since the election: Threads announced today that it has gained 35 million users in November, and Bluesky says it grew more than 5x in the two weeks following the election.
Bluesky or Threads: Which should you use?
So how do you decide whether to set up an account on Threads or Bluesky? Here are my recommendations:
Consider whether you have a thriving community on another platform like LinkedIn, Facebook, or Instagram. If so, consider whether building a new following from scratch is worth taking time and energy away from that existing audience.
Make a list of the five accounts you interact with most on X. See whether they have accounts on Bluesky or Threads.
Review the chart below, and see which platform aligns best with your values and needs.
When in doubt, test both. Post the same content on both platforms for a few weeks, and then evaluate. Which do you like better? Which content performed best?
Bluesky vs Threads
This chart will help you understand the similarities and differences between Bluesky and Threads.
Bluesky | Threads |
Similar usage and features to X | Similar usage and features to X |
Still in infancy and likely to change and refine | Still in infancy and likely to change and refine |
Owned by Bluesky Social, but began as a research initiative at Twitter until it became an independent company in 2021; former Twitter CEO Jack Dorsey was on the board until May 2024 | Owned by Meta, which also owns Facebook and Instagram |
Launched publicly in February 2024 | Launched in 2023 |
22 million users | 275 million users |
Usage grew more than 5x in the two weeks following the election | 35 million new users joined in November 2024 |
As a public benefit corporation, Bluesky Social is legally bound to provide some positive social purpose, so it prioritizes privacy and user control | As with Facebook and Instagram, your personal data can be used across Meta's family of apps for customization and advertising |
Is a stand-alone platform with no ties to other social media | Connects with Instagram, making it easier to set up an account and cross-post; Threads posts are also sometimes displayed in the Instagram feed |
Funded through investment capital, though it plans to introduce paid services | Expected to display advertising by 2025 |
Looks and operates almost exactly like Twitter used to | Keeps Instagram’s clean aesthetic and emphasis on visual content |
Users can have more control over the content they see by adopting custom timeline filters and algorithms | Uses a more heavy-handed recommendation and timeline sorting algorithm, but is testing an option for users to decide if they want a "For You," "following," or customized feed |
Used heavily by people interested in news and politics, academics, authors, and journalists | Used heavily by people with large existing Instagram followings, like influencers and celebrities, by more casual users who can easily set up an account using their existing Instagram |
Easier access to a wide range of content, but struggles with harmful content have led to an addition of 100 more content moderators | Algorithm deliberately de-emphasizes politics, and users can choose to limit recommendations of political content, which includes content about “governments,” “elections,” and “social topics” |
While there are a smaller number of users, Bluesky has curated special feeds around specific topics, making it easier to connect with people who have shared interests | Threads has struggled more with engagement and helping users find content around topics of interest |
Posts can be up to 300 characters | Posts can be up to 500 characters |
Supports media | Supports media |
So who is Bluesky better for?
Generally speaking, Bluesky may be better for you if you:
Post news or political content
Want to reach a more niche audience
Strongly value data privacy
And who is Threads better for?
Generally speaking, Threads may be better for you if you:
Want to avoid political content
Want to connect with the same people you do on Instagram
Have an established Instagram following
Want to reach a broader audience
Want help deciding which social media platforms to use and how? Book a 30-minute session with me to receive expert guidance.
Scenda is a social media agency that uses month-long programs to help businesses set up, brand, and optimize their channels. Along the way, we provide tools, templates, and training so that after finishing the program, businesses can manage accounts on their own. Visit scendasocial.com to learn about our services, and follow us on social media.
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