Most small and medium-sized businesses are currently facing the “X” question, meaning that they are having second thoughts about how useful and relevant it is to have their business on that platform in 2024 and beyond. Now that Elon Musk’s has acquired X, actively leaned into the politics of today, and become a significant voice in cultural issues of our time. they wonder if it’s best to explore emerging platforms like Bluesky, Mastodon, and Threads that perhaps have less abrasive owners or are more strict on what can and cannot be posted on their platforms. Let’s investigate.
The Current State of the X Platform
Elon Musk has scrutinized for his public endorsement of Donald Trump in the 2024 Presidential election and has sparked debates about the platform’s direction and its commitment to free speech. Critics argue that the now “laissez-faire” approach of the platform has led to a surge in misinformation and substantially harmful content. This has led to some advertiser pullouts and public outcry.
Despite these ongoing controversies, X maintains a very influential place in the world, especially considering that Donald Trump won the Presidency (and with it, the popular vote). In fact, major advertisers such as Disney, IBM, Comcast, and Warner Brothers are returning to the platform, pouring millions into advertising that they had held back for years, according to Fortune magazine.
The user base hasn’t seen a mass exodus (though some have parted for other platforms), and for many, it is still a primary source of news and reliable engagement. However, the platform’s reputation has without a doubt taken hits, which is hitting a nerve for some users and businesses that are reconsidering their presence.
Threads, Bluesky, and Mastodon Emerge
Threads, the new text-based platform by Meta (the Facebook mothership), was launched in June of 2023, seemingly with the sole purpose of rivaling X. Integrated with the Instagram platform, the Threads network allows users to share text updates and join any public conversations. The platform experienced a pretty good boost in popularity, with over 100 million users after seven days of its launch. However, user engagement has definitely declined over time, prompting Meta to introduce new features to retain and attract users.
Despite what many would believe, two other platforms actually outdate Threads as X alternatives: Bluesky and Mastodon. Bluesky was launched in October of 2021 and Mastodon in March of 2016.
Bluesky seeks to create a decentralized social network, one that gives users control over their content. As of November 2024, Bluesky now has over 19 million users, a massive uptick for the platform. In fact, while Threads still boasts nearly 10x the user base of Bluesky, it is quickly catching up on active daily users, an important metric to the health of any social media platform.
Mastodon emphasizes community-driven moderation and open-source development. The user base has bounced around quite a bit over the last few years, but has also seen a bump following the 2024 Presidential election.
Should Your Business Stay on X?
Given X’s extensive reach, maintaining a presence can still be beneficial. However, it’s crucial to be aware of the platform’s shifting dynamics. Engaging authentically and monitoring audience sentiment will help navigate potential pitfalls. If your target demographic remains active on X, it’s wise to continue your engagement while being mindful of the platform’s evolving landscape.
Exploring Threads, Bluesky, and Mastodon
Diversifying your social media strategy by establishing a presence on Threads, Bluesky, and Mastodon can be advantageous. These platforms offer unique opportunities to connect with audiences seeking alternatives to mainstream networks. Their emphasis on user control and community engagement aligns with current trends favoring transparency and authenticity. The best part? The pitfalls are nearly zero. Content from X can easily be cross-shared on any of these platforms, and social scheduling platforms like Buffer, SocialBu, Hootsuite, Sprout Social, and others already allow integration into at least one or two of these platforms.
An approach that keeps the balance
For small and medium-sized businesses, the optimal strategy is not to just choose one platform over another. The best way to approach this is to maintain a balanced presence across multiple networks. This way you can ensure you reach a broad audience and mitigate risks associated with platform-specific controversies. By diversifying your social media reach, you can adapt to the changes in user behavior and preferences.
Given that social media is such a dynamic world, the skill of flexibility and adaptability is sorely needed. X continues to offer substantial reach, you also have emerging platforms like Threads, Bluesky, and Mastodon that are showing us new avenues for engagement. As is the case with any new social media platform, getting in early may allow your voice to break through the noise earlier before your competition. Our advice? Stay on X – but don’t hesitate to branch out.
PHOTO: Courtesy of Shutterstock. Çorum, Turkey. 12.11.2024: A person holding a smartphone and the X app logo on the phone screen. Smartphone and mobile application concept. Logo of the X.com app on a smartphone.
