The deluge of goodbye messages from folks leaving X started shortly after Donald Trump’s election victory final week. In explaining their choice, many within the exodus cited the identical factor: The large help Elon Musk, the social media service’s proprietor, gave the Republican candidate throughout the marketing campaign and the rising nastiness on his website.
Jody Avrigan, a podcast host and media producer with 50,000 followers on X, stated on rival social media service Threads, that he was accomplished utilizing X, as a result of “Elon Musk is a fairly harmful pressure in our society and politics, I would like no a part of him.” Nicole Wallace, an anchor on MSNBC with over 1 million followers on X, stated on stay TV that she’d “deleted Twitter immediately as an act of self preservation.” Tee Wattress stated on Threads she’d been on X for 15 years sharing comedic takes on popular culture and actuality TV, however “to see it flip into the hell scape that it’s immediately has been devastating.” Even the writer and really energetic X person Stephen King joined Threads, telling his 7 million X followers that he was leaving the platform. “Tried to remain, however the environment has simply turn into too poisonous.”
The massive variety of folks swearing off X for different providers could spell the tip to social media as we all know it. As a substitute of simply of a tiny variety of extraordinarily well-liked websites for posting information, opinions, and memes, as has been the case for greater than a decade, plenty of new choices are gaining hundreds of thousands of customers, such Threads, owned by Fb dad or mum Meta, and Bluesky.
Each day customers of X, beforehand referred to as Twitter, have declined persistently since Musk acquired it in 2022. Final 12 months, it had roughly 250 million day by day energetic customers and Musk claimed that the whole would develop to 1 billion in 2024. On election day final week, X had solely 162 million day by day customers—and even that was a yearly excessive, in line with Sensor Tower, a market intelligence agency that tracks the platform. A day later, that quantity had already dropped by 5 million, to 157 million day by day customers.
Below Musk’s possession, X has misplaced a median of 14% of its customers month-to-month, in line with Sensor Tower. Regardless of the slight increase in day by day customers on the day of the election, an “elongated slide in energetic customers” has continued, Sensor Tower’s analysis lead Seema Shah informed Fortune.
Shortly after taking on X, Musk made main adjustments to the platform to advance what he described as “free speech,” whittling down the a whole lot of individuals that after labored on content material moderation for Twitter to only a handful of contract workers, reinstating overtly white supremacist or in any other case vitriolic personalities, and boosting solely accounts that paid to be verified, successfully gamifying all the platform. He additionally tilted the algorithm to favor inflammatory posts and conservative flash factors, gleefully becoming a member of the fray himself, usually passing alongside political and racial conspiracy theories to his 200 million followers.
Late within the current presidential marketing campaign, Musk overtly joined forces with Trump by campaigning for him and donating closely to make sure a Trump victory, utilizing X as a device to that finish. He has since been by Trump’s aspect in Florida and has been rewarded by the President-elect because the co-head of the proposed Division of Authorities Effectivity, which shares an acronym with a cryptocurrency Musk usually promotes.
For a lot of customers, such a platform, no matter it might have as soon as been, is now not enjoyable or helpful. And it’s set off the most recent refrain of individuals proclaiming their exit from X—for good this time, even when many have determined to maintain their accounts stay, however vow to not put up something extra on them.
“There was a gentle drift away from X for some time,” Jonathan Bellack, senior director of Harvard College’s Utilized Social Media Lab that’s a part of the Berkman Klein Heart, informed Fortune. “And sure, we’re seeing extra folks doing it extra loudly in the meanwhile, however folks have been leaving for months and months. Now, I ponder if individuals are selecting to go away due to their beliefs, or as a result of the expertise on the platform has gotten worse.”
This X diaspora has coincided with the rising affect of different types of media, like podcasts, long-form video, group chats, and feedback sections on YouTube and Discord, as an illustration. It’s additionally come amid the rising adoption of newly-founded social media platforms. At this time, many public personalities and journalists—lengthy the spine of Twitter and X—put up the identical factor throughout Threads, Bluesky, and X, hedging their bets on what could go viral the place.
For years, Twitter loved close to immunity from new rivals as a result of its community impact was so robust. The extra individuals who used it, the extra helpful it grew to become and the extra others subsequently wished to affix. That flywheel spun for a very long time, preserving social media startups and even behemoths like Meta, from even trying to straight compete. Meta CEO Mark Zuckerberg quipped a decade in the past that Twitter was “a clown automotive that drove right into a goldmine.” When Musk began to take the wheels off of Twitter, Zuckerberg put 15 engineers to work constructing a veritable clone now referred to as Threads.
No matter folks’s causes for leaving X, the 2 almost definitely locations for folks to land is both Threads or Bluesky, a startup initiated by former Twitter CEO Jack Dorsey. Each platforms debuted final 12 months and are presently jockeying for first and second place in Apple’s App retailer for most-downloaded free apps within the U.S. TikTok and WhatsApp, additionally owned by Meta, are within the prime 10 as properly. In the meantime, X is in twenty ninth place, behind different social apps like Fb and Instagram, each owned by Meta.
No third occasion analysis service tracks when customers delete an app from their telephone. However SimilarWeb discovered that not less than 115,000 customers deactivated their X accounts by way of the online the day after the current election. That very same day, Google Search curiosity within the phrase “Delete X” rose 150% and has continued to develop by double digit proportion factors every day since, in line with Big, a design and expertise firm that conducts customized analysis. Even information outlet The Guardian stated this week it was abandoning all 80 of his official accounts, with a collective 27 million followers, as a result of improve in “disturbing content material promoted or discovered on the platform.”
One other information level is anecdotal: Over the previous week, many prime X customers say they’ve misplaced important numbers of followers, starting from dozens to a whole lot and even hundreds. Brent Troderian, who has over 150,000 followers on X, stated on Threads that he’s misplaced about 1,000 followers for the reason that election. One other well-known determine on X, Aaron Rupar, who writes a e-newsletter on politics and media, stated he hemorrhaged 10,000 of his almost 1 million followers final week. “Whereas I’m not above a nasty tweet or two, I don’t assume it’s something I posted,” he wrote.
Though there was hypothesis on-line that a few of these declines could possibly be associated to bots or inauthentic accounts all of the sudden leaving or being deleted from the platform, there is no such thing as a clear proof to help the notion.
In any case, such follower losses coincide with progress in exercise on rival platforms. New customers of Threads within the final month grew 394% 12 months over 12 months, in line with Sensor Tower. Meta stated in October the service had reached 275 million month-to-month energetic customers. Adam Mosseri, the top of Instagram who additionally oversees Threads, stated Thursday that the platform had added one other 15 million customers to this point in November, and was “happening three months with greater than 1,000,000 signal ups a day.”
Whereas Bluesky has far fewer customers, it’s been a trending matter on X and Threads over the past week as folks mentioned the place there have been heading whereas leaving X. For the reason that election, it has added nearly 1 million new customers, to a complete of almost 15 million.
TikTok, Fb, Instagram, and Snapchat have all added customers as properly every month over the past 12 months, from 3% to 10%, in line with Sensor Tower.
Regardless of all the obvious momentum away from X, and the manipulation of its content material algorithm in favor of right-wing politics and Musk himself, not less than a number of the individuals who could also be leaving X are being changed by new customers. It’s potential there’s a kind of swap happening—use amongst folks fed up with the pro-Trump drift and Musk’s omnipresence is, to some extent, being coated by people who find themselves attracted to precisely that.
“Though X has skilled this elongated decline in total US energetic customers over the previous few years, it has seen a large uptick in new customers, or those that had beforehand by no means registered a session on X,” Shah of Sensor Tower informed Fortune.
In response to Sensor Tower, new cellular app customers for X jumped 17% in October, among the many few notable will increase it’s seen since Musk’s takeover.
Whereas this isn’t sufficient to offset X’s sustained loss in customers since Musk’s acquisition, the general migration amongst social media platforms is an element and parcel to a brand new period of on-line fragmentation. This on-line splintering is taking with it a number of the cultural and media energy that had coalesced round what was Twitter, in line with Bellack of Harvard, and it’s doubtless that nobody platform or kind of media will take up that place ever once more.
“Twitter all the time had a stage of affect that was disproportionate to its variety of customers – it had a public sq. feeling, sure, however there’s no motive that’s the one means social media can work,” Bellack stated. “Folks leaving X, the fragmentation and other people sorting themselves elsewhere, it’s simply reinforcing the notion that there’ll now not be one definitive platform, and that’s most likely a great factor.”
Are you a tech worker or somebody with perception or a tip to share? Contact Kali Hays securely by means of Sign at +1-949-280-0267 or at kali.hays@fortune.com.
