Access to information today is more seamless and abundant than ever before. It’s remarkable to think how much has changed in just two decades—technology has revolutionized how we live, work, and connect. Hungry? Open Uber Eats. Need a new pair of jeans? Amazon has you covered. Curious about the latest trends or breaking news? Social media is just a click away. Among these platforms, one has left a particularly lasting mark on the creative industries: Twitter—now rebranded as “X.” Since its launch in 2006, Twitter has offered the opportunity for marketing and communications creatives to utilize it in clever ways, such as Wendy's use of the platform to humorously troll both users and rival fast-food chains. These campaigns didn’t just promote products they brought people together through humor and engagement.
However, the platform’s landscape has shifted dramatically. Following Elon Musk’s acquisition in late 2022 and its rebranding as “X” in 2023, the tone and purpose of the platform have changed significantly. Once a space for connection and creativity, it now struggles with rampant misinformation, toxicity, and unchecked rhetoric, raising questions about the balance between freedom of speech and responsibility. While “X” still holds potential within the creative industries, the user experience has declined significantly. According to Euro News, hundreds of thousands of users have fled the platform, and dissatisfaction rates continue to rise.
This brings us to the rise of Bluesky—a fresh platform that’s redefining social media by prioritizing connection, creativity, and meaningful communication. Bluesky offers hope for a more positive and collaborative digital space, signaling a new era for how we interact and innovate online.
But before we delve into Blue Sky let us look just how bleak things have gotten over at "X". Fidelity estimates X is now worth just $9.4 billion—a staggering 80% decrease from the $44 billion Musk paid for it, according to CNN. The platform has undergone radical changes that have sparked widespread criticism. According to Forbes, several key features of Twitter have been altered or removed:
Embeds: Users can no longer embed tweets in articles.
Links: Posting standalone links is no longer possible.
Media Sharing: Screenshots or videos from gaming consoles can no longer be tweeted directly.
Verification Loss: The blue checkmark, once a symbol of verified public figures like celebrities, politicians, and writers, is now a paid feature, stripping it of its original meaning.
On top of these changes, as noted by Forbes, harassment has reportedly increased, algorithms now prioritize different types of content, and restrictions on AI usage are minimal. These shifts have significantly altered the user experience, leading to widespread dissatisfaction.
According to Boss Magazine, Musk's approach to dealing with the company's growing issues, was to slash X's workforce of 6,000 employees—about 80% of the company’s staff. He’s alienated advertisers, faced accusations of censorship in India, and reinstated President Elect Donald Trump, who was originally banned from the platform for “incitement of violence.”
All this raises a big question: if the platform faces such challenges and its leadership sparks debate, what keeps us coming back?
Enter Bluesky—a relatively new platform positioning itself as one of X’s biggest competitors.
Let’s start from the beginning.
Bluesky was created in 2019 as a research project within Twitter, known as The AT Protocol. By 2021, the project had spun off into its own independent organization. The vision behind it? A social media ecosystem where users could easily move between platforms, while keeping their connections and content intact. The goal was to establish a decentralized standard for social media that Twitter could eventually adopt.
If “decentralized social media” sounds confusing, don’t worry—we’ve got you. In simple terms, it’s social media that isn’t owned or controlled by a single tech giant. Unlike Tiktok or Meta, decentralized platforms give users more control and autonomy over their data and online presence.
So, what does this mean for Bluesky?
According to How-To Geek, Bluesky looks and feels a lot like Twitter at first glance. Currently, nearly all of Bluesky operates from a single server, bsky.social, which means there’s no need to choose a server when signing up—your entire experience is centralized there. While Bluesky does offer users the option to host their own server (giving them control over their data and storage), most people will interact with the platform much like they would with traditional, centralized social media.
In essence, while Bluesky provides the framework for a decentralized future, its day-to-day experience still feels familiar to the average user.
So, why decentralized media? According to How To Geek it comes down to a few key goals:
Personal Data Control and Digital Identity: Decentralized media gives users ownership over their personal data and online identity, reducing reliance on big tech companies.
Federation Without Fragmentation: This means users can switch between service providers without losing their social connections or content history. If a platform makes unwelcome changes or shuts down, users can easily move to an alternative without disruption.
Algorithm Transparency and Customization: Users can have greater visibility into how algorithms work and the option to create custom feeds.
Moderation and Safety: Decentralized platforms aim to offer flexible, community-driven moderation while ensuring user safety.
These goals make Bluesky a compelling alternative to traditional platforms. As tensions rise and people grow increasingly uneasy about national and global issues, it’s no surprise that Bluesky is gaining traction. By November 2024, it had reached 20 million subscribers, as noted by The Conversation. The platform’s appeal is clear—it feels less corporate, offers an alternative to Big Tech dominance, and attracts users who value decentralized social media and greater control over their data, a sentiment particularly popular among Gen Z. Although Bluesky has faced some challenges with hate speech, it remains relatively new and continues to reshape how we view social media. The platform has maintained a more controlled environment with less hate speech, avoiding the toxicity that can arise from unchecked “free speech.” Unlike X, Bluesky doesn’t carry the same negative reputation, making it an even more attractive choice for many users.
Will we witness the complete downfall of X? Only time will tell. What’s clear, however, is that people are losing confidence in a platform that once dominated the social media landscape. In the creative industries, it’s crucial to use our influence to drive positive change, and platforms like Bluesky are beginning to reflect that shift. We hope this blog has sparked some thoughts about the future of social media and its evolution. As a creative, here are a few questions to consider: What’s your perception of X? What do you think the future holds for the platform? And do you feel comfortable using it? Share your thoughts with us on Instagram @ccichapmann We’d love to hear from you!
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