NBC News: Journalists flock to Bluesky as X becomes increasingly 'toxic'

[Dennis Donovan]

NBC News - Journalists flock to Bluesky as X becomes increasingly 'toxic'

Journalists are finding more readers and less hate on Bluesky than on the platform they used to know as Twitter.



Nov. 30, 2024, 7:00 AM EST
By Kat Tenbarge

When Ashton Pittman, an award-winning news editor and reporter, first joined the app Bluesky, he said, he was the only Mississippi journalist he knew to be using it. Until about five weeks ago, he said, that was the case. But now, Pittman said, there are at least 15 Mississippi journalists on Bluesky as it becomes a preferred platform for reporters, writers, activists and other groups who have become increasingly alienated by X.

Pittman’s outlet, the Mississippi Free Press, already has more followers on Bluesky (28,500) than it ever did on X (22,000), the platform formerly known as Twitter, and Pittman said the audience engagement on Bluesky is booming.

“We have posts that are exactly the same on Twitter and on Bluesky, and with those identical posts, Bluesky is getting 20 times the engagement or more than Twitter,” Pittman said. “Seeing a social media platform that doesn’t throttle links really makes it clear how badly we were being limited.”

Since Elon Musk bought Twitter, has turned the platform into an increasingly difficult place for journalists, and many had come to suspect that the platform had begun to suppress the reach of posts that include links to external websites. On Sunday, Musk confirmed the platform has deprioritized posts including links, which was how journalists and other creators historically shared their work. But four journalists told NBC News that after millions of users migrated to Bluesky, an alternative that resembles a pared-back version of X, after the election, they are rebuilding their audiences there, too.

“My average post that isn’t a hot-button issue or isn’t trending might not perform as well on X as it does on Bluesky,” said Phil Lewis, a senior front page editor at HuffPost who has over 400,000 followers on X and close to 300,000 on Bluesky. “Judging by retweets, likes and comments, it’s a world of difference.”

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