Why the Migration to Bluesky Matters

Is this the end? Since the result of the US presidential elections, people leaving Twitter has reached a torrent and those signing up to Bluesky has exploded. 611m active users vs 15m shows the newcomer has a way to go before Elon Musk's plaything is eclipsed, but for many people - the very active users who are the core holding Twitter together - their defection has a disproportionate disaggregating effect. Not unlike those so-called "hero voters", the defectors from the Tories to Labour, that got Morgan McSweeney and friends excited. And if all the interesting content creators are migrating, their following will take wing too.

It couldn't have happened to a nicer billionaire. When Musk took Twitter over, its descent into dysfunctionality was rapid as he ripped out the staff and the infrastructure that made it a viable platform for big business advertisers. Instead, Musk substituted them for the peppercorn income of opt-in subscriptions and AI photo enhancement adverts. A year later, it was clear which direction the site under his stewardship was heading, and now what was previously Twitter's dark underbelly is the side it always shows to the sun.

Some have argued that as far as Musk was concerned, the site has served its purpose. He levered it to hand himself a plum position directing the oligarchical shakedown of the United States, but to argue that this was why he acquired Twitter in the first place affords him too much credit. He tried pulling out of the purchase, and was only able to carry through with it after getting Gulf oil interests and sundry banks on board. One might assume they would like a return on their investment. You could say they have with the most openly ecocidal president ever elected due to take office, but the point is none of this was pre-ordained or part of a master game plan. Like all billionaires and their toys, Musk found a way to get Twitter to serve his class interests, and that's how it will be until forever, or to the time when the site winks out.

No one can be blamed for not wanting a part of this. Even more so seeing as the new terms of service means that in two days' time, all messages posted to Twitter will be tossed into the data-hungry maw of Grok - Musk's AI/fancy plagiarism effort. It looks like I'll be spending a bit more time at the new place. This has, of course, invited some whingeing and moaning about the abandonment of Twitter. Dan Hodges, who if I recall correctly, was the first British politics commentator to marry performative 'just asking questions' stupidity with deep cynicism on the site, chides "the left" on leaving a platform it deemed influential on the outcome of the US election. And then we have Nick Tyrone who reckons the left is ceding Twitter to the right, thereby setting up the conditions for further defeats.

This is to not understand how Twitter is, or rather was, used. For Britain, like for many countries, its appeal was never generalised in relative terms as per Facebook but grew up catering for already connected communities of interest. It was, and for the moment remains essential infrastructure for how politics is done, for communicating lines to take, information exchange, and the breaking of news stories. With the Graun's announcement that it's downgrading its presence, that's the first sign this ecosystem is under pressure. As it and others begin their drift from Twitter to Bluesky, these channels of networked communication will have to spread across and keep a foot on both platforms. In other words, Musk's devastation of Twitter and the corresponding reaction has meant he's made a direct competitor for his site viable and one that can only become increasingly essential to pay attention to as British politics sets more of its shop up there. The "staying and fighting" perspective is therefore obsolete. This is not like the left and the Labour Party, it's a shift in the digital architecture of how politics is done. If you want to carry on getting attention in the attention economy, staying on Twitter only won't cut the mustard from this moment on.

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