The Great Migration: Why B2B Tech Companies Are Leaving Twitter/X and What to Do About It

For years, Twitter was a cornerstone of B2B technology marketing strategies. It was the place where thought leaders shared insights, brands engaged with their audiences in real time, and industry news broke first. But now the social media landscape is undergoing a seismic shift, particularly for B2B technology companies, as platforms like Threads and Bluesky gain traction over X. This migration reflects growing concerns about X’s content environment and the appeal of alternative platforms offering better engagement, transparency, and audience targeting. Here’s why B2B tech companies are making the move and how Threads and Bluesky compare to X for marketing and audience engagement.

Since Elon Musk’s acquisition of Twitter in 2022, the platform has faced criticism for policy changes, declining user engagement, and an increasingly toxic content environment. High-profile brands like Disney, Apple, and IBM have paused advertising on X due to concerns about extremist content appearing alongside their ads. The 2024 U.S. election, where Musk played a polarizing role, further alienated many users and brands, leading to a mass exodus known as the “X-odus.”

For B2B tech companies, X’s issues extend beyond content moderation. Declining engagement rates and controversial algorithmic changes have made it harder to connect with audiences organically. Additionally, X’s shift toward a pay-to-play model with its premium subscription service has created barriers for smaller businesses looking to grow their reach without significant ad spend.

Threads, launched by Meta in 2023, has rapidly grown to over 320 million active users by early 2025. It offers a integration with Instagram accounts. Threads prioritizes organic engagement through a simplified algorithm that avoids paywalls or excessive monetization strategies. Posts on Threads get 73.6% higher engagement rates compared to X, making it attractive for marketers seeking meaningful interactions.

However, Threads still lacks advanced analytics tools and paid advertising options available on X. While this limits some marketing capabilities, it also levels the playing field for smaller brands focusing on organic growth.

Bluesky, offers a decentralized alternative built on the AT Protocol. With over 23 million users as of late 2024, Bluesky appeals to privacy-conscious individuals and niche communities seeking authentic interactions. Its minimalist design resembles early Twitter but emphasizes user control over data and algorithms.

Bluesky’s smaller user base limits its reach compared to X or Threads. However, this exclusivity can be advantageous for B2B tech companies targeting highly engaged or tech-savvy audiences.

For B2B tech brands, selecting Threads or Bluesky depends on reach and engagement. Threads offers broader reach and higher engagement rates within Meta’s ecosystem, while Bluesky provides opportunities for deeper connections in niche markets.

Reach and Engagement

The decline of X has created a signal moment for competitors and social media marketing. Marketers are making bets to reconnect with the X followers and bring more people to their brand. By embracing these emerging platforms early, B2B tech companies can position themselves as leaders while avoiding the pitfalls of X’s controversial environment.