The Google Advantage Jason Barnard, artificial intelligence and tech expert and CEO of Kalicube, highlights an important battleground: search engine trust. “Google and Bing are the gatekeepers of information extraction from the web,” Barnard says. “If Bluesky can keep misinformation down to a minimum, they will gradually become a preferred source for both.” This could position Bluesky as a credible information hub, a status X has eroded amid accusations of hosting bots and propaganda. Barnard adds that Musk’s acquisition of Twitter marked a turning point. He explains that while Google’s deal with X had historically given it an advantage over competitors, Musk’s purchase of Twitter made it inevitable that Google would begin to “gently drop” the platform. What’s Driving the X-odus? The user exodus from X is rooted in more than just platform fatigue. Research by Digital Silk shows that nearly 45% of recent negative reviews of X directly cite Elon Musk, with many users expressing frustration over spam, toxicity and algorithmic manipulation. The removal of staples like TweetDeck and the shift to a pay-to-play model has further alienated some professional users. “The beginning of the end for me at first was the removal of key features that are staples of the PR industry — putting tools like TweetDeck (Now X PRO) behind price walls, making DM’s (direct messages) a paid feature, shifts in the algorithm which made it harder to find the content I wanted to keep track of, etc.,” said Sam Cobden, a PR executive. Meanwhile, users like Jenny Grant Rankin, a Fulbright Specialist and author who has lectured at institutions such as Cambridge and Columbia University, lament X’s transition in content focus, saying, “Twitter used to feed the latest scientific discoveries to researchers like me and allow easy connection with journalists to share findings with the world. After Elon Musk took over, however, X feeds me a river of laymen’s political content I’m not interested in getting, no matter how I adjust my settings.” It’s understandable that consumers, businesses and governments are stepping away from unethical solutions to more private, sustainable and open alternatives, says ethical tech campaigner and CEO of Murena, Gaël Duval. “Open source means that the source code of the software can be vetted by anyone — enforcing transparency as any false claims a platform makes will be quickly discovered.” Challenges for Bluesky Despite its reported addition of a million users in a single day, Bluesky’s growth — now reaching 20 million users — comes with risks. The platform’s decentralized nature means moderation decisions are made at the server level, which can result in inconsistent enforcement of rules. “Decentralization alone is not able to solve some of the thorniest problems of social media, such as misinformation, harassment and hate speech,” notes Martin Kleppman, associate professor at the University of Cambridge, and co-author of the 2024 study Bluesky and the AT Protocol: Usable Decentralized Social Media. However, by opening up the internals of a service to the public, decentralization can enable a marketplace of approaches to these problems, they add. For example, Bluesky allows users to choose which moderation services they subscribe to, enabling communities to craft their own content management strategies. Recent posts from Bluesky underline the platform’s moderation challenges and the difficulties of scaling. After a spike in harmful content, the Bluesky Safety account reported more than 42,000 reports in a single day, including child abuse media and spam. Bluesky handles a record number of content reports as it strives to remove harmful material quickly. ... [+] Screenshot/Bluesky Bluesky also faces stiff competition. Threads, backed by Meta, wields vast resources and plans to introduce features like DMs as well as custom feeds, which have already been rolled out. “While the recent growth for Bluesky is impressive, Threads has a powerhouse behind it who can pull a lot of levers to make it successful and pour resources,” observes Paul Armstrong of TBD Group. “The engagement stats are the interesting part to look at, and those are murky right now.” Is Bluesky the Future? “Bluesky and other decentralized platforms, such as Mastodon, represent a potential paradigm shift in social media, offering a glimpse into a future where users control their online experiences,” note Joseph Brown and co-authors in their 2024 paper “Blue Skies from (X’s) Pain.” The migration to Bluesky reflects a broader user shift toward platforms prioritizing authenticity and safety over algorithm-driven outrage. “We want social safe havens and places which are additive, not addictive,” says James Kirkham, chief business officer of Cleats Club. “Bluesky’s rapid ascent underscores a profound truth: users are gravitating towards spaces that prioritise authentic connections over algorithm-driven outrage, seeking solace in communities that resonate with their values.” Still, Bluesky may need to tread carefully to avoid replicating the very issues driving users from X. For users disillusioned by X’s unpredictability, Bluesky offers a promising alternative with its emphasis on decentralization and user control. However, as the platform scales, its ability to balance transparency, moderation and user growth may determine whether it becomes a lasting contender or just another temporary refuge. “In the digital age, the global town square has morphed into a battleground for ever louder voices,” says Kirkham. “Perhaps it’s time we embrace the idea that distinct tribes flourishing in tailored environments can foster harmony rather than division.” Follow me on