New social media platform Bluesky, founded by former Twitter CEO Jack Dorsey, is experiencing impressive growth in Europe.
In one year, the number of users increased from 2 million to 15,2 million. In the Netherlands, not only municipalities and political parties are moving to the platform, but also editorial teams are making the switch. For example, our own editorial team has been active on Bluesky for some time and publishes almost daily updates via the account @pitane.blue.bsky.social. The growth of Bluesky seems to be closely linked to the declining confidence in X, formerly Twitter, which has seen more and more users leave since its takeover by Elon Musk.
new territory
Our editorial team recognized Bluesky’s potential early on. With regular updates via @pitane.blue.bsky.social, we share news, analysis and insights on the latest developments, both inside and outside the tech world. The platform offers a fresh start and a space where interaction with followers feels more accessible and less influenced by algorithms. Compared to X, we experience a more open and constructive atmosphere on Bluesky, which benefits the interaction with our followers.
Public institutions also see the possibilities of Bluesky. The municipality of The Hague recently registered on the platform under the name @gemeentedenhaag.bsky.social. Although the account has not yet posted any messages, dozens of users have already found the profile. The Ministry of Finance has also created an account (@financien.bsky.social), but indicates that the profile is not yet officially in use.
In addition to our editorial team and public institutions, more and more local and national political parties are making the switch. This emphasises that Bluesky is not only attractive to individuals, but also plays a growing role in the public and political domain.
Many are trying to escape Elon Musk's X amid warnings from anti-hate campaign groups and the EU over disinformation and extremism on the platform
Bluesky’s popularity comes at a time when a number of Dutch municipalities are choosing to distance themselves from X. Municipalities such as Putten and IJsselstein have decided to stop their presence on X. According to a spokesperson for IJsselstein, the platform was no longer effective: “We noticed that the interaction with followers was limited compared to other social media. In addition, the number of followers decreased, making its use less valuable.”
In addition, the instability of the platform plays a major role. The trust in X as a reliable channel for crisis communication has been questioned by several organizations. The changes implemented by Elon Musk, such as the introduction of paid verification policies and the admission of controversial accounts, make the platform less attractive.
Like municipalities, newsrooms like ours are also experiencing a changing climate on X. The algorithms and increased presence of misinformation make it harder to share reliable content and build interaction with the public. Bluesky offers a welcome change with its emphasis on community building and less commercially driven approach. Our newsroom made the switch to stay closer to our followers and support a more honest platform.
Bluesky is growing fast, but it still has a long way to go to match X. The platform has 15,2 million users worldwide, a fraction of X’s estimated 500 million active users. Still, the influx of new users, especially in Europe, shows that there is a need for alternatives to traditional social media. The decision by editors, governments and political parties to make the switch points to a shift in digital communication.
