On November 6, social network X experienced its largest user churn since Elon Musk acquired it in 2022. The day following the U.S. presidential election, thousands of users, including prominent journalists and brands, began migrating to alternative platforms like Bluesky and Threads. This significant exodus reflects mounting dissatisfaction with Musk’s policies and the shifting dynamics on X, marked by rising bots, political ads, and offensive content.
The platform saw 115,414 account deactivations, the highest since Musk took over. Many users, frustrated by Musk’s overt support for Donald Trump, turned to networks perceived as safer. High-profile entities, such as The Guardian and journalist Don Lemon, were among those who departed.
Users Speak Out on Growing Concerns
NBC News interviewed six users who left X for Threads and Bluesky immediately after the election. Each highlighted concerns about increased bots, hate speech, and politicized ads under Musk’s leadership. These issues, exacerbated after Trump’s re-election, have reshaped X’s reputation.
For Kara Wurtz, a CFO from St. Louis, leaving X was a difficult but personal decision. After eight years of using the platform for information and connections, she found the environment increasingly toxic. She described the rise in anti-women posts as her breaking point. “I noticed a surge in anti-women content overnight and thought, ‘This is personal. I’m done,’” Wurtz said. Initially, her community wasn’t present on Threads, but within days, familiar accounts began to migrate.
Growth of Alternatives: Bluesky and Threads
Bluesky recorded over a million new users in the week following the election, bringing its audience to 15 million. Meanwhile, Threads reached 275 million monthly active users, according to Instagram CEO Adam Mosseri. The growth underscores a rising demand for platforms offering a safer communication space.
On November 6, Bluesky surpassed Threads in traffic for the first time, becoming the top free app on Apple’s App Store. A Bluesky spokesperson expressed enthusiasm about welcoming new users from diverse communities, including Taylor Swift fans and urban planners.
In contrast, X reported record activity on Election Day, with 942 million postings. Despite this, it also experienced its highest-ever user deactivations on November 6, marking a significant shift in its user base.
Ethical and Functional Challenges for X
The ownership and ethical values of communication platforms play a critical role in users’ decisions. Rory Mir, of the Electronic Frontier Foundation, highlighted this shift: “Users feel their concerns aren’t heard or represented on X, creating a perception of it as an unsafe space.”
For some users, leaving X wasn’t straightforward. Writer José Vilson acknowledged the platform’s role in building his professional connections but admitted considering deactivation if circumstances worsened. Similarly, Duke University Press maintains a presence on X despite exploring Threads and Bluesky, with their marketing manager noting the challenges of fully transitioning.
New Policies Spark Debate
Adding to the concerns, X introduced updated terms of service on November 10, allowing user posts to train AI systems, including its generative AI, Grok. While users can opt out of this feature, the change has prompted many to reconsider their presence on the platform.
Services like TweetDelete and Circleboom offer tools for mass deletion of posts, but limitations such as account suspension risks or subscription requirements deter some users, notes NIX Solutions. Privacy advocate Micah Lee announced the launch of Cyd, a free tool designed to facilitate post deletions across platforms, scheduled for next week.
Shaping the Future of Communication
The events surrounding X highlight a broader trend: users increasingly prioritize ethical considerations alongside platform functionality. The exodus to alternatives like Bluesky and Threads underscores the importance of platforms fostering safe and inclusive environments. Yet we’ll keep you updated as more integrations become available and the landscape evolves.