What do Stephen King, Gigi Hadid and The Guardian all have in common?
In 2024, they made the decision to leave the social media platform, X — making it the year of the X-odus.
With more and more users moving away from the platform (having lost 75% of its value since Elon Musk’s takeover)and many attributing this to a rise in extremism and mis-information —we are seeing audiences demand social media platforms that are ethical and transparent. But, is there really such a thing?
Digital platforms such as Bluesky, Mastodon, Threads and Substack are all up to the challenge, so we thought we’d put them to the test…
Bluesky
Created by Twitter CEO, Jack Dorsey, Bluesky aims to create an open and decentralised standard for social media.
With more than 15million users worldwide, it operates similarly to Twitter but with an ethical twist — allowing users to implement ‘anti-toxicity’ features and choose their own algorithm by creating custom feeds (cute cats, please!). It also comes with the ability to revoke permissions for other users to quote your posts, giving much more control over individual content.
However, it’s too early to say whether this non-toxicity is here to stay. And, as more users migrate over from X, this is a platform we’ll be watching closely into 2025.
Mastodon
Like Bluesky, Mastodon is decentralised with no person or organisation taking control. It’s essentially a forum that prides itself on being radical and filled with content users want to see.
When you create an account, users sign up to a specific server, or create their own, each with a different focus/point of interest — allowing you to contribute to conversations that matter most.
Although it’s advocating for a more customisable and safer experience, it doesn’t have an algorithm which means that it’s harder to target a wider audience with ‘toots’ (an equivalent to posts). Therefore, it may not be a beneficial platform to those looking to build brand awareness.
Threads
Probably the most popular platform in comparison to Bluesky and Mastodon, Threads has around 275million active users. It’s owned by Meta, which of course means it’s hard to escape the grasp of its sorting algorithms (IYKYK), however it comes with strict anti-nudity rules and de-emphasises politics which can have pros and cons depending on the content you’re looking for.
As a text-based app, it’s important to have something to say if you’re using the platform but as it’s powered by Instagram, information shared comes with its own privacy concerns. Ultimately, with Meta as its parent and plans to monetise the platform already underway — Threads’ ethical image may soon become undone.
Substack
Substack is a subscription-based platform that promotes independent writing — enabling content creators to publish their work to their audience directly, giving them more control and access to a reliable income stream. You don’t need to be super tech savvy (in comparison to sites such as Wordpress) and community management is designed to be easy.
Whilst all of this is positive, Substack has had its troubles with content moderation — choosing to ban some harmful content over others, which also came with its own PR backlash. In summary, Substack has implemented a report button and prohibits incitements to violence but is still committed to providing tools to enable readers to opt in to their preferred conversations.
In conclusion, there is no perfect social media app, and we aren’t sure there ever will be — so it’s important to consider your own values and whether or not they align with the platform that you’re looking to join.
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