Are We Set for a Major Shake-up of Social Media?
Let’s talk about it—are we on the verge of a social media revolution? It feels like we’re at this tipping point where the big platforms, like Meta and X (formerly Twitter), are showing cracks. And with new players like Bluesky and decentralized apps entering the game, it seems like the perfect moment for a fresh contender to shake things up.
But is it really?
We’ve seen Meta making questionable moves, like softening its moderation rules to align with political shifts. Meanwhile, Elon Musk has turned X into his personal megaphone. And let’s not forget TikTok, which is facing its biggest threat yet in the U.S. But here’s the thing—despite all the controversy, are users really jumping ship?
Historically, no.
Think about Meta. Just last week, it faced another round of backlash after updating its moderation policies. Outrage erupted, users threatened to leave, but let’s be honest—hasn’t this happened before? Remember the Cambridge Analytica scandal? Trust in Facebook plummeted by 66% back then, but did people actually quit? Not really. In fact, Facebook continues to grow, now boasting over 3 billion users globally.
Why? Because Facebook holds the crown for one thing: its massive network. It’s the platform where your mom, best friend, old high school classmates, and coworkers all coexist. That kind of reach is hard to walk away from. Plus, Meta has mastered the art of keeping us hooked, thanks to AI-powered Reels and its shift toward algorithm-driven content.
Even with its recent shift back to political content, will that drive people away? Probably not. If anything, Threads—Meta’s latest app—might actually benefit from this, positioning itself as a real-time discussion platform, which could make it a stronger alternative to X.
Let’s look at X for a second. Despite all the chaos Musk has brought to the table, the app has maintained its 250 million active users. Sure, some people have left, but others—especially Musk’s supporters—have filled the gap. Communities centered around sports, gaming, and music still rely on X for real-time updates, and that loyalty doesn’t seem to be fading anytime soon.
Then there’s TikTok, which is arguably the only app in the last decade to truly disrupt the industry. Its algorithm changed the game, making it impossible for competitors to ignore. But now, with the looming threat of a U.S. ban, what happens next?
History might give us a clue. When India banned TikTok, Instagram saw a massive spike in installs as people sought out a replacement. If the same happens in the U.S., platforms like Instagram Reels and YouTube Shorts are poised to win big. Other apps might try to step up, but without the reach, creator monetization, and infrastructure that Meta and Google have, they won’t gain enough traction.
And what about newcomers like Bluesky? At 25 million users, it’s gaining attention as a decentralized alternative, but let’s keep it real—that’s a tiny fraction of Threads’ 300 million users or TikTok’s billion-plus. Bluesky has potential, but it needs a massive shift in momentum to become a real threat.
So, are we really set for a major social media shake-up? Honestly, I don’t see it—not yet, anyway. These platforms have built habits that are hard to break. People might dabble with alternatives, but changing daily routines and migrating billions of users is no small feat.
For now, Meta, X, and the other big players are sitting pretty. Unless someone comes along with groundbreaking innovation—like TikTok did with its algorithm—the incumbents will remain dominant.
That’s not to say it’s impossible, but it’s going to take a lot more than public outrage and a few million users switching apps to truly disrupt the social media landscape. Until then, the giants aren’t going anywhere.
Hey there I’m Kylie Simao, owner of a boutique social media marketing agency dedicated to helping new, local and small businesses who want to promote themselves online using social media.