X is Dead: Here’s What to Use Instead
- Zoe Frantz
- Jun 23
- 4 min read

Remember when Twitter was the go-to place for real-time news, live brand banter, and clever 280-character marketing? Same. But things have changed, and if you’re still clinging to the hope that X (formerly Twitter) will bounce back to its glory days, then this blog is your friendly wake-up call.
The platform’s rebrand, content moderation issues, and exodus of both users and advertisers have turned it into a social media question mark. Here’s everything you need to know about where to go next now that X is dead.
What Even Happened to Twitter (Now X)?
The rebrand from Twitter to X was announced by Elon Musk in July 2023, which caused a lot of commotion. Gone were the iconic blue bird and verified check marks that once symbolized influence. In came the minimalist black "X" logo and promises of turning the platform into an “everything app.”
Spoiler alert: it didn’t go well.
Here’s what went wrong:
Mass user decline: According to third-party analytics, daily active users dropped significantly post-rebrand.
Advertiser distrust: Major brands paused or pulled advertising due to platform volatility and controversial leadership.
Feature confusion: New features like monetization schemes and “Community Notes” left users frustrated and unsure how to navigate the app.
Brand identity loss: Love it or hate it, Twitter had a brand. “X” feels like a blank slate that no one asked for.
It wasn’t just a name change. It was a full identity crisis that was noticed by users.
Where Are People Going Instead?

Thankfully, social media doesn’t live in a vacuum. When one platform falters, others rise to meet the moment.
There are two platforms catching the most momentum as X declines: Threads and Bluesky.
Threads: Meta’s Text-First Platform
If you’ve ever wished Instagram had a built-in Twitter, Threads is your dream come true.
Launched by Meta in July 2023 (timed perfectly with the X chaos), Threads had an explosive start, with over 100 million signups in its first week, and after a brief cool-down. Fast forward to 2025, and it’s officially back in the spotlight.
Why Threads is Winning Back Attention:
Integrated with Instagram, you can log in with your Instagram account and instantly connect with your audience. There’s no starting from scratch!
Casual, text-first format: Threads is perfect for brands that want to share quick updates, thoughts, or behind-the-scenes without overthinking the visuals.
Increasing engagement and growth: With consistent platform updates, algorithm improvements, and a growing user base, Threads is becoming a staple in 2025 social strategies.
Marketer-Friendly Tools: Meta has started rolling out analytics, ad tools, and content creation features that make Threads a solid choice for brand awareness and community building.
Bluesky: The Decentralized Platform
Bluesky started as a Twitter-backed project, but it quickly pivoted into something much more radical. It’s a decentralized social network that focuses on user control and open-source development.
And in 2025? It’s catching major momentum.
What Makes Bluesky Unique:
Decentralization = Control: Bluesky gives users ownership of their content and experience, which appeals to privacy-focused and tech-savvy audiences.
Open-source protocol: Built on the AT Protocol, it allows developers to build custom experiences and tools. This is something no other social platform offers right now.
Niche, engaged audiences: While still growing, Bluesky attracts a thoughtful, community-driven user base that's more interested in meaningful connection than viral fluff.
Minimal algorithm interference: No shadowy engagement tricks. You see what you follow. That transparency is refreshing for users and brands alike.
Should You Quit X Completely?
While you don’t have to completely abandon X, it’s important to ask the following questions: Is your audience still there? Is the engagement worth your time, effort, and ad dollars?
If you’re a brand that thrived on trending hashtags and real-time moments, Threads might give you that spark again. If you’re about deeper conversations or industry authority, Bluesky is the perfect alternative.
That said, if your X engagement is tanking, your ad performance is subpar, or your audience has already migrated, it might be time to hit pause and explore new territory.
Building a Multi-Platform Strategy (Because One-Platform Dependence is Out)

The digital landscape is changing faster than ever, and relying too heavily on one channel, especially one that’s declining, is a risky game. The smartest move is diversifying your platforms!
Here’s how to stay visible in a post-X world:
1. Repurpose Your Content
Turn one idea into:
A Thread post
A short-form Reel
A LinkedIn carousel
A blog teaser
An email subject line
2. Test and Learn
Don’t abandon platforms blindly. Use a month or two to test Threads, Bluesky, or even newer networks like Mastodon. See what sticks!
3. Follow Your Audience
If your community is moving, move with them. Use Google Analytics and UTM links to track where your traffic is coming from and adjust your content plan accordingly.
4. Prioritize Authenticity
Today’s users are savvy. They want real talk, not recycled scripts. Focus on connection over perfection.
Social Media Is Constantly Evolving: Are You?
While X may no longer be the must-have platform it once was, that doesn’t mean the social world is crumbling. In fact, this shift opens up fresh, fun opportunities to rethink how and where you connect with your audience.
2025 is about being flexible, forward-thinking, and fearless when it comes to your digital marketing.
We’re always watching the trends (so you don’t have to), and we’d love to help you build a multi-platform strategy that makes sense for your brand right now. Let’s future-proof your social strategy together!