Twitter—sorry, I’m one of those who just can’t call it “X”—has seen a noticeable drop in active users over the last year. This exodus surged after the recent presidential election, with over 115,000 users deactivating their accounts in the U.S. the day after the results. As Twitter struggles to maintain its former influence, Bluesky has emerged as a promising alternative, doubling its user base from 8 million to 16 million in just two months. It even topped the U.S. Apple App Store, surpassing big names like Threads and ChatGPT.

This migration away from Twitter has left many brands, influencers, and businesses scrambling to regain the traction they once had. What can we, as digital marketers, learn from this shake-up?

Lessons from the Twitter (X) Exodus

1. You Can’t Control External Platforms
   Social media platforms, search engines, and other third-party sites are unpredictable. One algorithm change or ownership shift can make or break your reach. Many who relied heavily on Twitter to engage with audiences are feeling the pain as users scatter across newer platforms like Bluesky, Threads and other platforms. Reddit has also seen changes that frustrate its user base. If anything, recent events emphasize that you can’t control the environment on platforms you don’t own.
2. Your Website Is Your Best Asset
   The one digital space you have 100% control over is your website. Your website should always serve as your home base, a hub for your content, updates, and engagement. Social media can be a valuable tool for reaching people, but it should never replace the stability of your own website. Use your site to attract and capture your audience through meaningful content, lead magnets, and calls to action.
3. Diversify Your Digital Presence
   Relying on one platform for your brand’s visibility is risky. Twitter’s recent decline shows just how quickly a platform’s relevance can fade. Spread your online presence across multiple channels, but always make sure they point back to your website. Focus on building an engaged email list, generating evergreen content, and positioning your website as a valuable resource.

Creating a Digital Strategy That’s Resilient

The instability of social media platforms is a reminder to avoid putting all your eggs in a basket you don’t own. Here’s what you can do to create a resilient strategy:

• Build and Maintain an Email List
  Email remains one of the most reliable ways to reach your audience. Unlike followers on social media, your email list is a direct line to your readers and customers.
• Invest in Content Marketing
  Produce quality content that can live on your website—blogs, guides, videos, and downloadable resources. The value of content that you control is immeasurable, especially when algorithms shift, and platforms lose relevance.
• Leverage Social Media but Make It a Gateway
  Use social platforms like Bluesky, Facebook, Instagram, Twitter and others to extend your reach, but always aim to funnel traffic back to your website. Use social media to drive people to sign up for your email list, visit your latest blog post, or explore your services.
• Track and Adapt
  Keep an eye on emerging platforms and trends and be ready to pivot when needed. But remember, those platforms are tools, not your foundation. Use analytics to see where your traffic is coming from and focus your efforts on what’s working.

The upheaval of Twitter (X) and the rise of platforms like Bluesky are clear signs that the digital landscape is always shifting (anyone remember MySpace?). Don’t let your brand be at the mercy of platforms you can’t control. Invest in your own web presence—make your website a destination, not just a stop along the way. By doing so, you’ll be better prepared to weather the inevitable changes in the digital world.