What’s going on with X, Bluesky & Threads?
Plus: Meta on trial
A few months ago it was almost impossible to avoid conversations about the future of microblogging, and which out of X, Bluesky and Threads was going to wrest control of the ecosystem.
4 months later and it is more or less status quo.
Threads continues to add users to the platform, with roughly 320 million active users - but the last data indicates around 33 million daily active users, which is the real test from my perspective. Threads has unveiled a steady stream of new features, but it isn’t really moving the needle in terms of the wider landscape.
As for Bluesky, it’s now up to 35 million active users, which is impressive growth from 5 million this time last year but is still pretty small in the grand scheme of things. It has 5 million daily active users - again, nice, but relatively small fry. Like Threads, it’s also been steadily launching new features and seems to be focusing on a ‘build it and they will come’ approach.
Which brings us on to X. Despite brand boycotts and a user exodus, X is by far the dominant player in this corner of the social media landscape, with approximately 260 million daily active users and nearly 600 million monthly active users. It seems to be attracting advertisers again, and while the future isn’t all bright, it looks a lot brighter than it did a few months ago.
What does this all mean for us? Well, monthly user numbers tell a growth story, but daily usage tells a retention story - and X is still winning. Threads has potential but isn’t daily-use material yet for most people, and without above the line advertising doesn’t seem to be making much of a mark. And Bluesky, much as I personally like it, is just not there yet.
Meta on Trial
In a major antitrust trial, the U.S. Federal Trade Commission (FTC) is challenging Meta's acquisitions of Instagram (2012) and WhatsApp (2014), alleging they were strategic moves to eliminate competition and establish a social media monopoly.
Key revelations from the trial thus far include:
Emails presented by the FTC suggest that Mark Zuckerberg viewed Instagram as a competitive threat and considered its acquisition a means to neutralise potential competition.
On the stand, Zuckerberg defended the acquisitions, asserting they were intended to enhance product development and user experience, not to stifle competition.
Meta argues that it operates in a broader competitive landscape that includes platforms like TikTok and YouTube, challenging the FTC's definition of the relevant market.
Mark Zuckerberg offered $450 million to settle, but the FTC wanted $30 billion.
The trial continues (ed. I’ve always wanted to write that).
Further Reading
Only 7% of time on Instagram is now spent viewing friends’ posts. This adds to the case that this isn’t really a social platform any more, more a content network.
The UK police has called for a ban on social media for under 16s.
Apple is rebranding its search ads as Apple Ads, as part of a bid to increase its digital advertising capabilities.
TikTok unveiled a couple of new features this week, namely community notes and exclusion lists for advertisers (both in a bid to ease brand safety concerns).
That’s it! If you found this interesting, I would appreciate it if you shared it with your friends and colleagues.
If you’re feeling particularly generous and enjoyed this edition, I won’t stop you from buying me a coffee. Otherwise, I’m taking a little Easter break for a couple of weeks, returning in early May. See you then! 🫶