The Best X Alternative: Bluesky, Threads or Mastodon?

Following Donald Trump’s re-election victory, so many companies and celebrities have left X that the media are talking about an X-odus. The beneficiaries: Bluesky, Threads and Mastodon.

You ask yourself: Where should we move to? Do we need an X or Twitter alternative and if so, which one?

Here we get to the bottom of these questions. We’ll explain

• how Bluesky, Threads, and Mastodon work,
• the areas in which they differ and
• what marketing potential they open up.

When is an X alternative important?

Opinion leaders and decision-makers use X for discussion. NGOs and representatives of political organizations disseminate their messages or points of view. In the best cases, companies achieve reach by addressing multipliers. In addition, X was (and is) popular for customer service.

Accordingly, political and social organizations as well as media representatives, politicians, and other opinion leaders who have difficulties with Elon Musk’s course are looking for an X alternative.

For most commercial organizations, microblogging platforms are an optional addition, not a must-have in the marketing mix. Threads, Mastodon, and Bluesky offer different ways to increase your reach and gain fans and customers. 

You’ll find out the best place to start trying them out in a moment.

Comparison of Bluesky, Threads and Mastodon

Bluesky, Threads, and Mastodon are short messaging and microblogging platforms. At first glance, all three resemble X.

That said, there are important differences, starting with size.

1. Size

via GIPHY

Bluesky, Threads, and Mastodon differ considerably in terms of the number of monthly active users. None of the three platforms can yet keep up with X.

Threads is closest on the heels of the former Twitter, which is certainly also due to the fact that the network is closely linked to Instagram. This makes it easy for newcomers to open an account.

For a long time, an invite code was required to open an account on Bluesky. This has since changed and the platform has been growing rapidly since the election in the USA.

The highest entry barriers are on Mastodon. If you want to have a say or post here, you first have to familiarize yourself with the structure of the network and its servers.

Important: Due to high fluctuations and different statements, figures on the size of X should be treated with caution.

2. Functionality

Mastodon

Mastodon is a decentralized social network founded by Eugen Rochko in 2016. In contrast to centralized platforms such as X, it consists of a large number of independent servers that are managed by different operators. Users can join a server or run their own.

Some servers offer open-topic discussion rooms, while others specialize in specific areas of interest, industries or geographical regions.

To use Mastodon, you register on a server. This decision influences what content appears in your timeline and how easily you can network with others. Nevertheless, you can still interact with all Mastodon users across servers.

Also important:

• A post is called a “toot” on Mastodon and a repost is called a “boost”.
• Messages are arranged chronologically instead of by an algorithm.
• Mastodon is based on open-source software. The source code is publicly available.
• There are two timelines:
  • Local timeline: all posts from accounts on the server
  • Federated timeline: all posts from people you follow and all posts from people they follow

Bluesky

Bluesky was founded by former Twitter CEO Jack Dorsey. Similar to Mastodon, it is a decentralized network with multiple platforms. Instead of being subject to an algorithm, users can choose between different algorithms and create their own algorithms. This means you have several feeds to choose from. The platform also looks and feels very similar to X.

By now you can register at https://bsky.app/ and open an account.

Threads

Threads is Meta’s alternative to X. To actively use the platform, you need an Instagram account. The advantage: you can copy information in your bio and contacts from your Instagram profile. This also means that you don’t have to start from scratch as a newcomer.

Recently, Threads also gave you the option of creating your own feeds (custom feeds). For example, you can create a feed specifically for winter fashion or soccer.

3. Formats

Good to know: Meta continues to drive the link between Instagram and Threads. This allows users to post Instagram posts and comments directly to Threads.

4. Target Group

Mastodon

Due to its structure and because it is an open-source project, Mastodon is an oddity among the platforms presented here. In addition to users interested in technology, the platform primarily attracts people who are interested in discussing specific topics or passions. These are often niche topics. Mastodon also scores points with many people because of its high data protection standards and because it is not a commercial project.

Bluesky

In terms of content and users, Bluesky has the most similarities with X. Many decision-makers and opinion leaders can be found here, starting with journalists. Various companies have also switched from X to Bluesky in the recent past.

Similar to X, many discussions on Bluesky revolve around political and societal topics.

Threads

Meta wants to establish Threads as a non-political alternative to other microblogging services. The focus is on informal discussions on topics such as food or entertainment. It should be relaxed, critics say “shallow”. However, not all users follow this premise by far.

5. Opportunities for Marketing

Let’s move on to what is probably the most important question for companies: What opportunities do Mastodon, Threads and Bluesky offer for marketing?

Here, too, the answer varies:

Mastodon

Mastodon offers you access to different target groups, each of which can be found on specific servers. At the same time, you can create your own servers and build communities there.

However, the network is only suitable for brands that adhere to its rules. This includes the fact that advertising is taboo on Mastodon and there will probably be no opportunities to run campaigns in the near future. Many users are here because they don’t want to see typical brand content. The number of companies that are active on the platform is therefore also very limited. Mastodon is interesting for authorities or municipalities and associations that primarily want to provide information.

If you want to give it a try, we recommend:

• Present yourself or your company as an expert.
• Publish regular posts as you would on other platforms.
• Consider setting up your own server.

Bluesky

Only a few companies are currently active on Bluesky. However, as the Elonization of X continues, there could be significantly more.

The network offers media companies, NGOs, and political organizations opportunities to reach an interested public and opinion leaders with their messages. Companies can establish themselves as experts and gain fans through attention-grabbing content. Collaboration with creators in particular could become increasingly important.

Representatives of several organizations, especially the media, are enthusiastic about the high engagement rates, traffic and conversions generated by Bluesky. It remains to be seen whether more commercially oriented companies will benefit from the same advantages.

Tip: Starter packs are currently very popular on Bluesky. This means that you create a list of custom feeds and accounts and share them with others, even on other platforms. This makes it easier for you to take advantage of the current momentum on Bluesky and build communities.

Threads

Threads scores with its rapid growth and high reach. Because the platform is more commercially oriented than Bluesky and Mastodon, acceptance for brands and their content is higher. If Threads introduces ads at the beginning of 2025, this should lead to a further run on the platform.

The following marketing strategies are currently particularly successful on threads:

• Show your brand personality.
• Post funny, entertaining content and show your quick wit.
• Publish videos and images. You can also present your products on Threads.
• Interact with other members. Surveys, for example, are ideal for this.

Conclusion: Who is the No. 1 X alternative?

Mastodon, Bluesky, or Threads?

Mastodon is unlikely to develop into a marketing tool that you can use to win new customers by the dozen in the future. However, depending on the niche, the platform is well suited as a dissemination channel for information. Its high data protection standards also make it interesting for public institutions.

The situation is different with Bluesky and Threads. While Bluesky is most similar to the former Twitter, Threads could become a powerful platform for commercially oriented companies, especially with the introduction of advertising. The rule is: being early can pay off. Because less competition usually means more reach.