Introduction

The social media landscape is rapidly evolving, especially after Elon Musk's takeover and rebranding of Twitter to X. With Meta's Threads failing to maintain momentum, a new contender, Bluesky, is gaining traction—particularly in light of Donald Trump's re-election campaign and Elon Musk's controversial involvement. This shift raises a pressing question for non-profits: Should your organization stay on X or transition to Bluesky?

In this comprehensive guide, we'll explore the pros and cons of each platform, analyze user data, and provide actionable strategies to help non-profits make informed decisions about their social media presence.

An X-odus? What the Data Reveals

Bluesky's Rapid Growth

Bluesky has seen remarkable growth, nearly doubling its user base from 13 million in October 2024 to over 23 million by late November. This surge reflects growing dissatisfaction with X's content moderation policies and platform culture.

X's Market Position

Despite the influx to Bluesky, X still commands a massive user base of approximately 600 million. Even if all 10 million new Bluesky users abandoned X, it would account for less than 2% of X's total users—a negligible impact for X but a significant gain for Bluesky.

Pros and Cons of Switching to Bluesky

Audience Demographics

• X: Offers global reach and diverse demographics, making it ideal for international campaigns and real-time discussions.

• Bluesky: Appeals primarily to U.S.-based users aged 18-30, attracting communities seeking inclusivity and moderation.

Community and Topics

• X: Remains a hub for trending topics and advocacy but struggles with toxicity.

• Bluesky: Fosters a safer space for community-driven engagement, especially for progressive and educational campaigns.

Market Opportunities

• X: Saturated but provides access to established communities and trends.

• Bluesky: Offers early adopters a chance to stand out due to lower competition.

Brand Alignment

• X: Increasingly associated with Elon Musk and polarizing content.

• Bluesky: Aligns with values of inclusivity, transparency, and decentralization.

Risks of Managing Multiple Platforms

Expanding to both X and Bluesky may seem like a strategic move, but it can strain resources. Small teams may struggle to maintain consistent, high-quality engagement across multiple platforms, leading to diluted impact. Prioritizing one or two platforms based on audience demographics and organizational goals is crucial for sustainable growth.

Key Considerations for Non-Profits

1. Audience Focus
Identify where your current and potential supporters are most active. If Bluesky's user base aligns with your target demographic, it may warrant exploration.

2. Trial and Analysis
Launch a pilot campaign on Bluesky and compare metrics like engagement rates, audience growth, and donation conversions to those on X.

3. Cost-Benefit Analysis
Evaluate the resources required to manage a presence on Bluesky versus the potential benefits in reach and brand perception.

4. Mission Alignment
Ensure your social media strategy reflects your organization's values. Bluesky's focus on transparency and inclusivity may better align with some non-profits' missions.

Final Thoughts: A Balancing Act

Switching to Bluesky isn't a one-size-fits-all solution. While the platform offers a promising alternative to X, its smaller, predominantly U.S.-based audience presents limitations. Non-profits must carefully weigh their goals, resources, and target audience when deciding where to focus their social media efforts.

Staying adaptable and strategic will enable your organization to navigate the shifting social media landscape effectively and stay aligned with your mission.