Mass migrations from the heavy-hitters
Nothing is ever certain in social media (just ask MySpace). However, Q4 of 2024 was especially volatile for social media. According to the Guardian, X (née Twitter) lost approximately 2.5 million users from October 6th, 2024 through the end of the year. Meanwhile, upstart Bluesky gained roughly the same number of users in the same period. Scaling back of content moderation on X and ending fact-checking initiatives on Facebook have been driving forces behind this social media migration. Hate speech and far-right conspiracy theories have flooded X, causing some organizations to end paid social advertising on the platform.
While Facebook hasn’t seen the same mass migration as X, demographics have continued to shift, with Gen Z and younger largely abandoning the platform.
All of this is on top of the wild uncertainty surrounding TikTok. As of writing, TikTok has earned a temporary reprieve from the Trump administration after going dark in the U.S. for about 12 hours. But it’s unclear if TikTok will make a full return without selling to an American-based company.
For businesses and brands that have spent years developing social media followings, it’s a frustrating time. Should your team scrap X and Facebook and go all in on Bluesky or other new social media platforms? We’ll take a closer look at this question below.
Also read: Five things to expect from your b2b content marketing editor
The benefits of new social media platforms
Many people are leaving X. Should your business do the same? There are a lot of benefits to expanding or migrating to a new social media platform, including:
- Room to experiment – New platforms mean new forms and new focuses. Bluesky, for example, is decentralized, meaning users have much more control. The downside is that it’s less user-friendly and has fewer features for those who want to focus on advertising.
- Reach a new target audience or segment – Bluesky is an excellent option if you are looking to attract more Gen Z users. TikTok is home to many Millennials and Gen Z users, but the app’s longevity in the US is currently uncertain.
- A fresh start – Unhappy with your social media engagement? Bogged down in inefficient processes? Now is a good time to refine those processes and target engagement in a new social media environment.
- Less competition – While some platforms like Bluesky don’t prioritize (or even have) advertising options, creative marketers are still doing interesting work and reaching new markets without the clutter of more heavily trafficked platforms.
Of course, the biggest drawback of migrating to a new platform is losing users and starting from scratch (more on this later). You’ll also have to learn the nuances of a new platform.
The importance of measuring metrics
How do you know if your social media posts are making an impact on a new social media platform? Track your metrics!
When you work with Bluestar as your social media marketing partner, we track the important metrics for you and relay them in weekly reports. Don’t know which metrics to track? We do. And we measure them against industry standards to ensure your social marketing stays on track.
Also read: Blue Star wins seven MarCom and GDUSA Awards in 2024
Bluesky vs. X
X operates on a centralized structure with content moderation performed through both algorithmic and human reviews (though greatly diminished from what it once was), emphasizing real-time updates and discussions.
In contrast, Bluesky offers a decentralized approach. It relies on community-based review instead of a dedicated review team and some algorithmic moderation while focusing on long-form content and fostering community interaction. Bluesky gives users more control over their data and experience, allowing them to customize algorithms and moderation settings. In contrast, X offers fewer user controls but provides more features and monetization options for influencers, keeping most control in the hands of the platform.
So far, Bluesky is relatively free from the toxicity and extremism that has marred the X user experience.
Other contenders
Although Bluesky has been getting the most attention lately for its massive uptick in users, there are many other viable alternative social media platforms:
- Threads is Meta’s answer to the Twitter-like social media experience. 320 million active users (AU).
- Mastodon is a similar experience to X and Bluesky, but a bit older than Bluesky. 1.5 million AU.
- Rednote is China’s version of TikTok, intended for a Chinese audience (the app’s native language is Mandarin). It received an influx of U.S. users as a “protest” for the potential deactivation of TikTok. 300 million AU.
- Other social media platforms include Discord, which initially started as a gaming communication tool but has evolved into a platform for various communities and discussions across diverse interests. While not social media in the traditional sense, at 200 million AU, Discord is a great way to find niche audience members and connect with specific fan bases. TikTok alternatives like Triller (250 million AU) and Dubsmash (100+ million AU) are also gaining traction among users seeking alternatives to the mainstream options.
Bluesky has 30.9 million AU, and X still has over 500 million AU despite the recent migrations.
How should businesses adjust their social media strategy in 2025?
It’s time to reevaluate your social media strategy and review the goals and target metrics for your social marketing efforts. Even though the dominant platforms are evolving, the marketing basics have not. It’s still all about your target audience and meeting them where they hang out.
Younger and politically left-leaning individuals are more likely to be active on newer social media platforms like Bluesky or Mastodon. Older folks tend to stick to the more entrenched platforms—at least for now.
If you have a large following on X and want to migrate to Bluesky, avoid throwing the baby out with the bathwater. There’s no rule saying you can’t post on both platforms, but you may lose points with your more politically active customers. Give your users a heads-up well in advance and give them time to transition to the new platform. Reach out to them on other channels like email and your website to ensure you retain as many users as possible in the migration.
Managing social media uncertainty
How can B2B marketers avoid getting caught out by changes in social media platforms and manage outreach in new apps? Working with an experienced social marketing team like Blue Star allows your team to stay on top of the changing landscape and get the most out of your social media investment.
Get in touch to learn more about how we can help you navigate the volatile social media landscape.
