There’s been a lot of chatter about Bluesky lately, raising the big question: Will it take over X, or will it fade into the social media graveyard alongside Vine and MySpace?
Before we make any predictions, let’s break down the basics.
X is the new name for Twitter, a microblogging social media platform. Bluesky is a decentralized social media platform that allows users to share content similar to old Twitter: short posts, images, and videos. In 2024, X recorded 250 million daily users, beating Bluesky’s 3.2 million active profiles by a landfall. Additionally, while Bluesky’s audience is primarily US-based, X maintains a more diverse, global demographic.
What’s the Difference Between X and Bluesky?
X (Twitter) – The Evolution Into a “Super App”
X, once known as Twitter, is no longer just a microblogging platform. Under new ownership, it’s evolving into a super app, with some features like:
✔️ Payments & shopping
✔️ Video streaming
✔️ Subscription-based services (e.g., paid verification)
With this shift, X is expanding beyond its original mission of short-form content and real-time conversations. Its algorithm prioritizes content based on engagement metrics like likes, retweets, and time spent on posts—a strategy designed to maximize user interaction and ad revenue.
Bluesky – A Decentralized Alternative
Founded by Jack Dorsey, former Twitter (now X) CEO, Bluesky takes a different approach. Instead of corporate-controlled algorithms, it focuses on:
✔️ Decentralization – Users have more control over their data. For example, Bluesky enables users to host their data on their own servers, reducing reliance on the platform.
✔️ Algorithmic Customization – Users can choose or even create their own algorithms for content moderation and discovery.
✔️ Privacy & User Control – Unlike X, which is ad-driven, Bluesky is completely ad-free (for now).
While the two platforms share similarities (both being microblogging networks) Bluesky’s mission is to empower users rather than maximize profits through advertising.
Key Differences: Algorithm, Ads & Moderation
1. The Algorithm Battle: Customization vs. Engagement Metrics
- X (Twitter): Uses an algorithm that pushes content based on retweets, likes, and time spent engaging with posts.
- Bluesky: Allows users to customize their own feed by choosing from different algorithms or even creating their own.
2. Ad-Driven vs. Ad-Free
- X: Monetized through advertisements, subscriptions, and paid verification (X Premium).
- Bluesky: Completely ad-free (for now), keeping the experience more user-driven and less influenced by corporations and businesses.
3. Content Moderation
- X: Under new leadership, moderation has become more lenient, leading to increased concerns about hate speech, misinformation, and impersonation issues due to paid verification.
- Bluesky: It gives users the tools to block, filter, or tailor the content they see using proprietary tool Ozone. It also utilizes a mix of automated and human moderation, and labels (spam, rude, nsfw).
Should You Give Bluesky a Chance?
Right now, Bluesky remains largely user-focused, with limited corporate presence. Unlike X, it lacks business tools such as paid promotions, analytics, and brand account features. However, this doesn’t mean it’s completely useless for all businesses—it just depends on your strategy.
✅ Who Should Consider Bluesky?
- Brands that thrive on organic community-driven engagement rather than paid advertising.
- Thought leaders, executives, or companies looking to establish expertise and trust early on an emerging platform.
- Businesses that want to build organic relationships with users rather than relying on structured social media marketing.
- Brands that do not have strict brand safety protocols or depend on advanced tracking tools, such as Zefr, to monitor ad or post placements. For brands that prioritize flexibility in their brand safety approach and value a more organic, authentic presence, Bluesky could be a viable platform to explore.
🚫 Who Should Hold Off?
- Companies that rely heavily on paid advertising and analytics to measure performance.
- Brands that require a structured social media strategy and strict brand safety protocols, and rely on data-driven insights.
So, Will Bluesky Take Over X?
It’s too soon to tell whether Bluesky will become a serious competitor to X or if it will fizzle out like other social media platforms. Its growth depends on whether it can scale while maintaining its decentralized mission.
For now, X remains dominant, especially for businesses, advertisers, and real-time conversations. However, if you’re looking to experiment with a fresh, community-first approach, Bluesky might be worth exploring – just don’t expect instant marketing results.
Looking for strategic advice for your paid social media campaigns in 2025? Contact the experts at Simple Search for a free consultation.