Journalists shift from X to Bluesky amid policy concerns

A new study by Fire on the Hill has highlighted a growing trend of journalists shifting to the social media platform Bluesky, increasingly opting to leave X due to changing perceptions and concerns over content and platform policies.

The comprehensive research was conducted in collaboration with Mercury Analytics, targeting 500 journalist profiles. It aimed to evaluate the popularity, engagement levels, and usage differences across various media sectors. Findings highlighted a noticeable movement towards alternative platforms, with 25% of journalists now on Bluesky in comparison to 17% on Threads and 9% on Mastodon.

Despite X maintaining a substantial presence with 76% of journalists holding accounts, most of the userbase appears less active than on Bluesky. Of those on X, only 36% posted within a month of the survey, whereas 75% of Bluesky users were active during the same period.

Especially within the technology journalism sector, Bluesky is gaining traction. The research found that 48% of technology journalists have accounts, showing a higher adoption and engagement rate compared with platforms such as Threads and Mastodon, which saw participation from 24% and 16% of technology journalists respectively.

Cybersecurity journalists also display significant interest, with a higher-than-average engagement at 28% on Bluesky. This points towards a trend among sectors that are more experimental and keen on new digital environments.

Chris Clarke, Co-founder at Fire on the Hill, noted the implications for corporate communications, stating: "This research is a valuable tool for comms professionals to understand how they can engage with journalists effectively and use social media in a way that aligns with their companies' values and corporate character. We have seen many companies, journalists, and other organisations leaving X on values-based grounds, and it is important that brands consider how their affiliation with certain platforms can impact how their brand is perceived."

David Clare, Director at Fire on the Hill, provided further insights into the findings: "Our research shows that journalists have a clear rationale for when and why they use social media platforms. For technology journalists, they have been increasingly experimental, perhaps to track new and emerging conversations in untapped areas, whereas for other sectors this is less of a priority."

The report also revealed that journalists' preferences are influenced by recent changes in X's trust and security protocols, driving the shift to other platforms. This includes X's decision to reactivate suspended accounts and a preference for Community Notes over traditional fact-checking, which have resulted in an increase in far-right content.

The difference in platform preference was further evidenced through a transatlantic comparison. In the UK, 27% of journalists have joined Bluesky, while in the US, X remains more prevalent, with 81% of US journalists maintaining accounts.

Brands and organizations are now faced with the decision of choosing platforms that not only align with their communication values but also ensure effective engagement. Echoing this, Clare remarked: "While many journalists still have accounts on X, they are clearly using Bluesky more actively. This suggests brands looking for an alternative to X should take to Bluesky. However, it is important to take note of which platforms journalists in their sector are most deeply engaging with."