​Regular social media users will no doubt have been monitoring the plight of X, formerly known as Twitter, since its $44 billion purchase by Elon Musk in late 2022. The platform has changed dramatically in that time which has led to a downturn in popularity, and caused many to flock to alternative sites. These include the likes of LinkedIn, TikTok and Threads, but in recent months, a new contender has entered the ring.

But what is the role of Bluesky in social media management in 2025, and what do organisations need to be aware of when considering adopting the platform?

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Growth of a new platform

Any current or former users of what was formerly known as Twitter, and is now ‘X’ will be only too aware of the impact that Musk has had on the previously dominant microblogging site. Most will recognise that the downturn began shortly after paid-for verification was introduced, meaning that corporate entities had to re-cement and ‘buy’ their position on the platform. This led to the introduction of waves of bots seeking payment and the growing frequency of increasingly extreme and disturbing content and, consequently, a flock of departures from the world’s press and several leading brands. Where once the platform benefitted from advertising from the likes of Gucci, Versace and Nike, it’s now filled with promotions from Temu, Temu and…well, Temu.

This downturn was accelerated in the lead-up to the US election. Former democrat voter Musk, used his position as the owner of X to promote Trump and the Republican Party to anyone who would listen, despite this clearly contravening political legislation. Many users were reportedly worried about potentially false or misleading claims shared by Musk and other key political figures on the platform, and being exposed to their content against their will. These factors have contributed to the exodus of users from the platform, to the benefit of Bluesky.

This site, initially developed by Twitter’s founder Jack Dorsey – who has since stepped back – has been around since 2019, but until February last year could only be accessed via invitation. It has since benefitted from millions of new users in recent months. In fact, data suggests that Bluesky added one million new registrations per day from the election on November 5 through to November 15, when numbers reached nearly