Bluesky engagement seems to be punching way above its weight

While Meta pushes every Instagram user to Threads and X tries to shore up a disintegrating userbase, the plucky indie social network is picking up steam because people actually seem to be using it.

It’s a crazy time for news publishers trying to share their stories on social media. Just a few years ago, Twitter and Facebook were the two big platforms to reach a huge audience of social media users. But since Elon Musk’s purchase of Twitter and transformation into X, a mass migration of users has fled the platform, and the social media landscape has splintered into pieces. Now in addition to X, there is Meta’s Threads and Twitter spin-off Bluesky. But something interesting is happening with audience engagement on Bluesky.

Among this group of text-based platforms, X is still a juggernaut with 535 million users overall. Both Threads and Bluesky have been adding over a million users per day recently, but Threads’ 275 million users dwarfs Bluesky’s 23 million.

Meta has stepped back from positioning itself as a source for news, and across Instagram, Facebook and Threads, news content does not get the same algorithmic boost that it used to. Elon Musk this week appeared to confirm that posts on X with links off the platform are deprioritized, which he referred to as “lazy linking”:

Leave a Comment