Bluesky Gains Momentum as Users Flee Musk-Owned X

The decentralized social platform has seen a surge in users following the U.S. presidential election, but its smaller scale and lack of advertising tools limit brand engagement.

Bluesky's user base more than doubled to over 21 million following the U.S. presidential election, with many users leaving X due to Elon Musk's political endorsements and controversial platform changes.
The platform, founded by Twitter co-creator Jack Dorsey, offers a decentralized, user-controlled environment that prioritizes moderation and transparency, attracting journalists, creators, and public figures.
Brands are hesitant to fully engage with Bluesky due to its limited audience size and absence of advertising tools, though some have reserved handles or experimented with organic posting.
Bluesky's growth is supported by features like Starter Packs, which simplify finding or blocking users, and its chronological feed, which contrasts with algorithm-driven rivals like Threads and X.
While prominent figures like Mark Cuban and Lizzo praise Bluesky's less toxic atmosphere, experts caution that maintaining civility will be challenging as the platform continues to expand.