Millions of Brazilians, including President Luiz Inácio Lula da Silva, have recently flocked to alternative social media platforms like Threads and Bluesky. These platforms have seen a surge in Portuguese-speaking users, particularly after the shutdown of Elon Musk’s social network, X (formerly known as Twitter), in Brazil. In the days following the block, Portuguese quickly became the dominant language on these platforms as users scrambled to find new social media outlets.
“Is anyone there?” was a common question from Brazilian users as they began exploring Bluesky, a platform that has grown significantly in popularity since the ban on X. According to Bluesky, more than two million new users joined after Brazil’s ban, marking a massive influx from South America’s largest country. Access to X was blocked in Brazil after a legal dispute between Musk and Supreme Court Justice Alexandre de Moraes. The judge, known for his firm stance against misinformation, ordered the shutdown after Musk repeatedly ignored Brazilian court rulings aimed at curbing the spread of false information on his platform.
Bluesky, a social media network founded by Jack Dorsey, the co-creator of Twitter, has now expanded to a user base of 7.6 million following the suspension of X in Brazil. Meanwhile, another social media platform, Threads, has also seen increased interest in Brazil. Searches for the term “Threads” have quadrupled since the X ban, and both Threads and Bluesky have quickly become two of the most downloaded apps in the country, according to the Google Play Store.
Threads, which was launched by Meta (the parent company of Facebook and Instagram), has quickly become a major player in the global social media landscape with 190 million users worldwide. While Threads did not provide specific information on how many new users it gained after X’s suspension, it is clear that both platforms are filling the void left by X’s absence. As the transition continues, Brazilian users are adapting to new platforms to stay engaged in the country’s highly active online culture.
One notable aspect of these new platforms is the different experience they offer compared to X. Many users have expressed that Bluesky and Threads feel less hostile and more welcoming than X. Leon Leal, a Brazilian student who spent a decade on X, shared that although he misses the raw honesty found on X, Threads feels like a much less aggressive space. Given Brazil’s immense base of 140 million Instagram users, the shift to Threads was made easier because the platform allows users to log in with their existing Instagram credentials.
Others, like university professor Raul Nunes, chose to transition to Bluesky, which retains many of the features that were once popular on X. Nunes appreciated the familiar layout and references to Twitter’s structure but noted that Bluesky still lacks certain functionalities, like trending topics and video uploads, which are key features for many social media enthusiasts. Despite these limitations, the migration to Bluesky has been substantial, and the platform continues to gain traction among Brazilians seeking alternatives to X.
As Brazil remains one of the most digitally connected nations in the world, the question of whether this migration will lead to a permanent shift in the social media landscape remains open. Some experts, like Raquel Recuero, a professor at the Federal University of Pelotas, believe that the future of social media in Brazil will involve users spreading out across various platforms. With X’s fate uncertain, many former users are now divided between Threads, Bluesky, and other emerging platforms.
The switch to new social media platforms has presented challenges for some Brazilian users. Viktor Chagas, a professor of cultural and media studies at the Federal University of Fluminense, highlighted the difficulty of maintaining a strong connection to global public discourse. He noted that smaller platforms, while offering new spaces for conversation, might isolate Brazilian users from international trends due to their limited global user bases. For example, Leal, one of the new Bluesky users, expressed frustration at not being able to find the profiles of many of the public figures he followed on X.
Chagas also pointed out that despite Threads having a large user base due to its connection with Instagram, many users are hesitant to fully embrace it because of privacy concerns linked to Meta, the platform’s parent company. Meta has been the subject of widespread scrutiny regarding data protection and user privacy, leaving some users uneasy about sharing personal information on Threads.
This shift in Brazil’s social media landscape has also extended to political figures. President Lula da Silva has quickly adapted to posting on both Threads and Bluesky, using the platforms to stay connected with his base in a highly polarized political environment. However, not all political leaders have made the switch. Former President Jair Bolsonaro, a vocal supporter of Elon Musk, has yet to create a Bluesky account. Instead, he continues to promote his presence on Telegram, another platform popular among his followers.
Despite the ban on X, some users continue to bypass restrictions through the use of VPNs. Justice de Moraes has threatened fines of 50,000 reais ($8,900) for anyone caught using technological workarounds to access X, but this has not stopped some individuals from finding ways to stay on the platform. Bolsonaro loyalist Nikolas Ferreira, for instance, proudly declared on X that he had no plans to create a Bluesky account, stating, “X is my country.”
As Brazil’s social media landscape continues to evolve, it is clear that users are exploring new options to stay connected in a country known for its vibrant online culture. Whether Threads and Bluesky will become the long-term replacements for X remains to be seen, but for now, they are rapidly becoming the platforms of choice for millions of Brazilians.
AFP