A Post-Twitter Reality

When Elon Musk rebranded Twitter to X and shook up its policies, the dream of a “Twitter 2.0” faded. Instead, we’ve entered a splintered social era, with Bluesky among several offshoots vying for attention—and no single platform commanding the conversation like before.

Bluesky’s Rise & Limits

Bluesky, spun out by Jack Dorsey in 2019 and now led by CEO Jay Graber, has amassed 34.6 million registered users and 3-minute video posts, domain-linked verification, and a “lightweight” algorithm users can customize . Yet with 350 million actives on X, Bluesky remains a boutique venue—ideal for niche communities but hardly a mass-market replacement.

The Musk Effect

Elon Musk has largely ignored Bluesky…until he wasn’t. After Musk’s controversial comments on UK riots, Bluesky reported a 60 % jump in British sign-ups in August 2024—proof that even X’s master can stir traffic to the upstart platform . Beyond memes, these spikes signal users’ readiness to explore alternatives when X stumbles.

Beyond the Echo Chamber

Critics label Bluesky a left-leaning echo chamber, but Graber argues it’s about choice not censorship: “You can silo in the corner you want to be in,” she told Observer, highlighting Bluesky’s modular moderation and user-first ethos . For journalists and thought-leaders weary of algorithmic noise, that promise of control has real appeal.

Divergence, Not Replacement

X, Bluesky, Threads, Mastodon—they’re not clones; they’re experiments in how social media might work without a single gatekeeper. As the internet matures, creators and brands may find more value in targeted, engaged pockets rather than sprawling megaplatforms—and that’s okay.

What This Means for Creators & Brands

• Test the waters: Experiment with content formats and moderation styles on niche platforms before scaling up.
• Leverage trust: Verified, ad-free spaces like Bluesky can foster deeper audience connections.
• Stay agile: With features rolling out at different paces across platforms, keep an eye on emergent tools—be it Threads’ link-in-bio commerce or Bluesky’s customizable feeds.

In a world without a singular Twitter, diversification may be the best strategy. Embrace the splinter, because the next viral narrative could emerge from any corner of the social web.

About the author

Alberto Luengo is the founder and CEO of Rkive AI, a leading expert in AI for content automation and growth. He shares real-world insights on technology, strategy, and the future of the creator economy.