Is Bluesky the answer to Musk’s X?

By Rosheena Sheehan, Account Executive

As a member of Gen Z, I’ve grown up alongside the rise of social media, which arguably, has come to define the 21st century. Facebook was founded in 2004, Twitter (now X) in 2006, and Instagram in 2010—these social media giants have shaped not only my experience but the way billions of people connect, share, and engage.  

I remember when Twitter was heralded as revolutionary—the first platform to popularise short-form content and foster unfiltered, broad engagement. It felt like a space of endless possibilities.  

Over the years Twitter/X has transformed from a place of online connection to one of the key ways politicians engage with one another and with their electorate. For example, Biden announced he would not stand in the US election on the platform, and it has been used to make numerous policy announcements by UK Prime Ministers too. 

Though there have been very public displays of dissatisfaction with the direction of X since the changes introduced following  Elon Musk’s acquisition (like the recent decision by The Guardian to withdraw from posting springs to mind), for many, X remains a fundamental means of communication and both businesses and individuals are now left to grapple with whether to retreat from it or not.  

Is Bluesky the answer?  

Bluesky firmly took hold as a promising alternative in the wake of the US election. Since the US election, the platform has gained 2.5 million users and X has lost 2.7.  Created by former Twitter CEO Jack Dorsey, Bluesky was built on AT Protocol, emphasising decentralisation, transparency, and user autonomy. Unlike X, Bluesky affords users greater control over their feed curation, offering a stark contrast to Musk's centralised approach. 

As a result, Bluesky has proven attractive to many communities, including environmental groups, who view it as a safe and supportive place.  

Leading on Seahorse’s social media, and the adoption of a Bluesky account, early days were marked by warm introductions and a welcomed respite from controlled algorithms.   

However, the initial hype is now slowing. As we settle into this new platform, I’ve noticed that Seahorse’s engagement, discovery page and followers are still primarily from our sector. As nice as it is to feel part of a cohesive community, we should question if this will lead to the environmental progress we need to see. 

A social media platform’s effectiveness depends on the breadth of its connections, and here, Bluesky falls short. As Oceana’s Hugo Tagholm puts it ‘I’m yet to be convinced that leaving Twitter to populate another one filled with allies, friends, and like-minded souls is really going to shift the dial on the climate, biodiversity & humanity crisis. Shouldn’t we stay and make the case for the things we want to deliver?’. 

In the digital age, disengaging from a platform simply because we disagree with its leadership or policies is not always a viable option- especially when politics and social media are so deeply interwoven. As a business, it’s important to consider what leaving X would mean for engagement and connection and who we are truly trying to reach. 

 The PM’s reluctance to leave X, despite its controversies, highlights its continuing influence. Starmer’s efforts to improve his relationship with Donald Trump- and by extension Musk- underscore how deeply intertwined our political and digital ecosystems have become and that, whether we like it or not, social media is an extension of our personal and political realities. 

As Bluesky continues to grow, its success will depend on its ability to break out of its silos and foster genuine, widespread engagement, as well as its ability to remain a user centred, ad free platform (a more challenging business model). For campaigners, it’s easy to understand the desire to speak to an audience generally open and positive to lines of argument, but the challenge function offered by more cynical audiences is crucial to developing ideas and solutions. Testing how robust and compelling your arguments are, is key to success.  

It's early days, and Bluesky may be able to offer this function, but until then, its full potential remains to be seen.