Last week witnessed a dramatic series of events in Brazil involving billionaire Elon Musk’s social media platform, which eventually led to its nationwide ban and a hefty daily fine of $9,000 for VPN users attempting to bypass the suspension. As users of X in Brazil searched for alternative platforms, many flocked to Threads and Bluesky after the ban, with the latter gaining significant traction among Brazilian users following the suspension of X.
Threads, launched by Meta in response to dissatisfaction with Musk’s policies on Twitter, saw rapid growth, boasting 175 million monthly users globally as of July. Meanwhile, Bluesky, a platform created by former Twitter CEO Jack Dorsey intended to replace Twitter, enjoyed a surge in Brazilian users, reaching over 8 million users, with a significant portion from Brazil.
Bluesky’s appeal lies in its similarities to Twitter in terms of functionality and user experience. Many Brazilians appreciated Bluesky’s familiar feel and have been actively engaging on the platform, with efforts to help new users acclimate and connect with others who made the transition from X.
The migration of Brazilian users from X to alternative platforms like Bluesky highlights a growing desire for interoperability and freedom to switch between platforms while maintaining connections. Bluesky’s CEO emphasized the importance of users owning their social relationships and data, a principle that contrasts with the current practices of Big Tech companies.
Despite X having a smaller user base compared to other social media giants like Instagram and Facebook, it served as a vital space for journalists, politicians, academics, and celebrities in Brazil, influencing public discourse and information dissemination to a wider audience.
The suspension of X prompted a surge in downloads for Bluesky, surpassing X as the most downloaded app on Apple’s app store. The events in Brazil also revealed the challenges posed by social media regulations and the ways in which users adapt to changes in the digital landscape, with many embracing new platforms like Bluesky as their new social media refuge.
