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X vs Threads vs Bluesky: Where Should Marketers Focus in 2025?

Comparison: X (formerly Twitter) vs Threads vs Bluesky

Social media has been in flux across the world for a while, ranging from the European Commission fining Meta to Australia’s recent social media ban for under 16s, but the recent US election cycle has accelerated shifts in user behaviour. X (formerly Twitter) is losing users, and Bluesky is seeing a surge with 12 million new registrations since November 2024. Meanwhile, Threads continues evolving within the Meta ecosystem, having just announced they’re beginning to trial paid ads on the platform. So, where should marketers be focusing their efforts? Let’s break it down.

X (Formerly Twitter): Still Relevant, but Losing Steam

X remains the most mature of the three platforms, with robust paid advertising options, but its brand safety issues and policy changes have made some marketers uneasy.

Marketing Pros & Cons:

Paid Ads: Advanced targeting, but declining ad engagement.
Organic Reach: Still strong for trending topics, but algorithm shifts have made discovery inconsistent.
Brand Safety: Misinformation and content moderation concerns persist.
User Exodus: Many brands are seeing diminishing returns due to declining active users.

If your audience is still here, paid ads can still drive traffic, but organic reach is increasingly unpredictable.

Bluesky: The Rising Contender

Bluesky, once an invite-only experiment, is now gaining real traction. With 12 million new users since November, the platform is introducing features like a “Trending” section and exploring a paid subscription model (since they’ve expressed a desire to primarily explore ad-free monetisation options).

Marketing Pros & Cons:

Customisation: Great for organic engagement, so early adopters see strong interactions.
Self-Verification: Use owned domains as part of your handle to verify identity.
Authenticity & Community: Feels like old-school Twitter, with less spam.
No Paid Media Options (Yet): Monetisation is coming, but Bluesky are trialling non-advertisement models first.
Limited Reach: Still much smaller than X and Threads.

Marketers who invest in building an organic presence now could have a first-mover advantage if or when paid options launch.

Threads: Meta’s Challenger with Built-In Reach

Meta’s Threads has had a slower burn, but its integration with Instagram gives it a massive potential audience. The platform is leaning into casual conversations over news, making it more brand-friendly.

Marketing Pros & Cons:

Cross-Promotion: Seamless integration with Instagram boosts reach.
Safer Environment: Less toxicity than X, making it attractive for brands.
Meta Ads Ecosystem: Paid ads through Meta Ads Manager, including inventory filters to help advertisers control the context in which their ads are shown.
Lower Engagement: Feels less essential than X for real-time discussions.
Algorithm Still Evolving: Organic discovery isn’t as strong yet.

If you’re already investing in Instagram and Facebook ads, Threads could be a natural extension of your strategy as they’ve begun trialling ads with select advertisers in the US and Japan, making it a platform to watch for UK-based advertisers.

Final Take: Where Should Marketers Focus?

  • For Paid Ads: X is still the most developed but declining. Threads could be a future powerhouse as it integrates directly with Meta’s existing ad tools.
  • For Organic Growth: Bluesky offers an exciting opportunity to build an engaged audience early before any monetisation kicks in.
  • For Community Building: Threads is best for brand-safe conversations, while Bluesky is great for authentic engagement.

The best approach? Diversify! Test all three platforms while keeping an eye on Bluesky’s growth and Threads’ ad potential. The social media landscape is shifting fast, and smart marketers will move with it.

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