Social media is changing. Jessi Healey breaks down the differences between Threads and Bluesky and helps you find the platform that fits your style and goals.
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Social media users have been moving away from X (the platform formerly known as Twitter) for some time, but recent events have accelerated the transition. Concerns about platform control and controversial political affiliations have led many to look for alternatives that better align with their values and needs.
After the US election, Bluesky gained more than 1 million daily users, bringing its total user base to 20 million, according to data from NPR and Similarweb. Similarly, Threads has grown steadily since its launch in 2023 and boasts 275 million active users.
With Bluesky recently topping the App Store’s social media category, it’s clear that these platforms are gaining traction as X users seek alternatives.
Are you considering moving to Threads, Bluesky, or both? Whether you’re ready to move away from X or just looking for a fresh social media experience, find out which one is right for your business. Here’s what you need to know about these platforms to help you decide.
what they have in common
Thread and Bluesky are designed as replacements for X and focus on written content rather than photos and videos. Threaded posts (conversations that unfold in a continuous, nested fashion) are a core feature, and the Threads name derives from this feature.
Main similarities
Written-first interface: Both prioritize text-based engagement. Community-driven emphasis: No paid advertising (at this time), fostering a less promotional and more conversational environment.
However, brands that succeed on these platforms focus on engagement rather than promotion. To be successful, you need to engage in discussions, provide value, and genuinely contribute, rather than overtly promoting your services.
These platforms may not be suitable for people who are new to social media or who are not interested in written content.
Pro tip: Observe the culture of each platform before posting. Staying on board with the community vibe is essential to success.
Bluesky: A new take on old Twitter
Jack Dorsey created Bluesky during his tenure at Twitter, which later became an independent platform. Bluesky, currently led by CEO Jay Graber, positions itself as a decentralized platform built on the AT protocol, giving users more control over their feeds and content.
Bluesky features:
Customizable feeds: Users can create and follow topic-specific feeds, much like hashtags on Twitter, but with more control. This is a big advantage over Threads, which currently has limited feed customization. User-first moderation: Anti-toxicity features and customizable algorithms allow users to shape their experience. Real-time updates: Bluesky’s algorithms excel at delivering timely, relevant content, making it the preferred choice for academics, journalists, and those looking for instant updates.
Cultural note: Many niche communities such as “Science Twitter” have migrated to Bluesky. This aligns the platform with thoughtful, professional discussions rather than lifestyle content.
Thread: Instagram Words
Launched by Meta, Threads is tightly integrated with Instagram and requires users to link their accounts. Although it’s growing rapidly in size, it can feel less organic than Bluesky, as its algorithm prioritizes discoverability and engagement over real-time updates.
Thread features:
Instagram integration: Users can easily connect with their existing Instagram audience. Lifestyle-oriented content: Threads lean toward casual, aesthetic-driven discussions. Direct messages not available: DMs are not available, but users can send messages via Instagram as a workaround.
Threads’ algorithm often pushes recommended content alongside posts from followed accounts, which is helpful for new users but feels impersonal for veteran users.
Pro tip: Threads is perfect for businesses focused on visual storytelling and engaging niche communities related to lifestyle and aesthetics.
My opinion: Choose your mood.
I’ve enjoyed using both platforms, but each serves a different purpose. Bluesky feels like the old Twitter, a hub for real-time updates and thoughtful discussions. However, Threads is like Instagram in a nutshell, with a focus on curated, aesthetically-driven content.
Both platforms are fun, but their unique vibes make them suitable for different communities.
Bluesky: Perfect for niche markets and engaging professionals through curated feeds. Threads: Perfect for lifestyle-focused brands that leverage visual storytelling.
Both platforms will eventually monetize. Bluesky may introduce a subscription model to avoid ads, while Threads may follow Instagram’s ad-heavy approach.
Final advice: Be honest.
For businesses, these platforms value genuine interaction over promotion.
To be successful:
Find your community: Join the discussion before promoting your business. Deliver value: Share insights, education, and behind-the-scenes content that resonates with your audience. Watch your tone: Social media is a conversation, not a broadcast. Avoid publishing and walking away, but engage meaningfully.
Examples from real estate professionals:
Bluesky lets you create and follow feeds about local housing discussions and sustainable development trends. Share behind-the-scenes home tours and lifestyle posts that reflect your brand in threads.
Building a presence on a new platform takes time, but genuine engagement will yield better results than ever before on new platforms like these two. Choose a platform that fits your style and audience, and make sure to participate in ways that add value to the conversation.
Jessi Healey is a freelance writer and social media manager specializing in real estate. Find her on Instagram, LinkedIn, Threads, or Bluesky.
