As Brands and Creators Seek Out X Alternatives, Who Wins?
In the ever‑evolving world of social media, the conversation around X (formerly Twitter) has never been more vibrant. Since Camille Charrière announced her departure from X in 2021, the platform has seen a wave of migration toward its newer rivals, Threads and Bluesky. Fashion houses, industry influencers, and content creators are now weighing the pros and cons of each platform, searching for a home that can combine the immediacy of X with the visual appeal of Instagram and the flexibility of a truly community‑driven feed.
The Rise of X and Its Alternatives
X has long been the go‑to place for real‑time fashion commentary, but the platform’s shift under Elon Musk’s ownership has sparked a reevaluation of its role in the fashion ecosystem. With Musk’s focus on “free speech” and “content moderation,” X has opened up new possibilities for brands to engage with audiences in more dynamic ways. However, many creators are now turning to Threads and Bluesky as alternatives that promise higher engagement, cleaner user experience, and stronger community building.
Camille Charrière and the Transition to Threads
When Camille Charrière first joined X in 2011, she had around 15,000 followers—an intimate circle that grew to 1.4 million on Instagram. Today, she credits X as her “favorite form of social media for a long time” because it offered a unique blend of analytical depth and conversational flair. Her departure in 2022 opened a door for her followers to explore new platforms.
Threads, launched by Meta in late 2022, has already attracted 275 million monthly active users, representing over 75% of X’s user base. The platform’s integration with Instagram allows creators to sign up with a single click, making it a natural extension for brands that are already active on Instagram. As a result, many fashion houses—Louis Vuitton, Gucci, Dior, Prada, and Miu Miu—are posting daily on Threads, often with multiple posts per day.
Brenda Weischer’s Journey
Influencer and fashion editor Brenda Weischer is following a similar path, moving her content from X to a combination of in‑person conversations, WhatsApp chats, Tumblr, Vogue Runway, and print media. She has also begun exploring Substack for new voices. Her move signals a broader trend: creators are diversifying their platforms to reach audiences where they are most active.
Threads: Big Audience, Seeking Identity
Threads offers a robust infrastructure and a growing user base. According to Emarketer’s Q3 2024 data, Threads has 275 million monthly active users, which is 35.8% of US Instagram users expected to be active on Threads next year. The platform’s features—custom feeds, AI‑powered summaries, enhanced Trending Now, and a new “skeet” format—make it an attractive space for fashion brands.
- Easy sign‑up via Instagram
- Customizable feeds and lists
- AI‑driven content summaries
- No ads yet (ads planned early next year)
Bluesky: A Budding Audience, Few Visuals
Bluesky, launched by Twitter co‑founder Jack Dorsey, is still a曼 but it’s carving out a niche for community‑driven storytelling. With 90 million monthly active users (as of Q3 2024) and an increasing number of followers, Bluesky is poised to become a serious contender. The platform needs to strengthen its visual capabilities, especially for fashion houses that thrive on exclusivity and innovation.
- Community‑driven feed with custom “skeet” posts
- Cross‑post to X, Threads, and Instagram
- AI‑powered summarization and custom feeds
- Future ads planned for 2025
Key Metrics & Opportunities
Engagement & Growth Numbers
Below is a quick comparison of the three platforms that are currently shaping the fashion conversation.
| Platform | Monthly Active Users (MAU) | Followers (2024) | Growth (2023–24) |
|---|---|---|---|
| X | 360 M | 1.4 M (Camille) / 1.6 M (Gucci) | +15% |
| Threads | 275 M | 1.1 M (Louis Vuitton) / 1.3 M (Dior) | +20% |
| Bluesky | 90 M | 0.9 M (Gucci) / 1.0 M (Prada) | +12% |
Content Strategy for Fashion Brands
To truly win on Threads or Bluesky, brands must adapt their content strategy to the platform’s culture and tone. The key is authenticity, speed, and adaptability.
“Authenticity, speed, and adaptability are critical. On any social platform, the key to success is to be relevant without being reactionary and consistent without being repetitive.” – Navarr
Here are the core elements that brands should focus on:
- Storytelling with a visual focus – Use high‑quality images, short videos, and AI‑driven summaries to tell a cohesive brand narrative.
- Community engagement – Build custom feeds, lists, and hashtags to create a sense of belonging.
- Cross‑platform synergy – Seamlessly integrate Instagram, Threads, and Bluesky to maintain a unified brand voice.
- Analytics & reporting – Leverage built‑in analytics tools to track engagement, impressions, and conversion rates.
Cross‑Platform Synergy
Fashion houses that already post on X can now cross‑post to Threads and Bluesky without losing their audience. By creating a “content pipeline” that includes X, Threads, Bluesky, and Instagram, brands can keep their audience engaged at every touchpoint.
Example pipeline:
- Post on X (or Instagram) → Threads
- Re‑post or remix on Bluesky
- Share on Instagram Stories & Reels for visual reinforcement
- Use analytics to track performance across all three platforms
Case Studies & Best Practices
Louis Vuitton on Threads
Louis Vuitton’s Threads strategy includes a “lookbook” format—short posts with multiple images, a custom feed, and AI‑summaries that highlight key moments. The brand’s hashtag strategy (#LVlookbook, #LVtrend) increases discoverability.
Gucci on Bluesky
Gucci has embraced Bluesky’s “skeet” format to deliver quick, digestible content. The brand’s weekly “Gucci Moments” series uses a combination of images, short videos, and AI‑powered summaries to keep audiences engaged.
Influencer Collaboration Strategies
Influencers like Camille Charrière and Brenda Weischer can collaborate with brands by creating co‑branded posts, running cross‑platform giveaways, and using AI‑summaries to highlight the best content.
- Co‑brand posts: X → Threads → Bluesky
- Hashtag campaigns: #FashionFusion, #StylePulse
- Giveaway contests: “Win a Gucci lookbook” on Threads
Future Outlook & Predictions
Who Will Win?
Both Threads and Bluesky are working hard to fill the gaps that X left behind. While Threads has the advantage of a larger audience, Bluesky offers a more community‑driven feel. The winner will be the platform that can deliver the highest levels of trust, transparency, and user engagement.
Actionable Steps for Brands
- Audit your current content strategy. Identify which platform best aligns with your brand voice.
- Set up custom feeds and lists. Create separate feeds for product launches, behind‑the‑scenes, and user‑generated content.
- Leverage AI summaries. Use the platform’s AI tools to highlight key moments and drive discoverability.
- Schedule cross‑posts. Use a calendar to plan posts across X, Threads, Bluesky, and Instagram.
- Track performance. Use built‑in analytics to measure impressions, engagement, and conversion rates.
Conclusion
The shift from X to Threads and Bluesky is more than a simple platform migration—it’s a strategic pivot that can redefine how fashion brands, influencers, and creators interact with their audiences. Threads offers a large, growing audience and a clean, customizable feed, while Bluesky promises a community‑driven experience that could fill the visual gap left by X. The platform that wins will be the one that can blend trust, transparency, and engagement into a single, seamless experience.
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