Brazilians Embrace New Digital Platforms After Musk’s X Ban

In a dramatic escalation between billionaire Elon Musk and Brazil’s Supreme Court, the social media platform X has been banned across the country. This action follows a series of legal disputes, culminating in Justice Alexandre de Moraes imposing a daily fine of $9,000 for any attempts to use virtual private networks (VPNs) to circumvent the ban.

With the ban in place, many users who once frequented X are now in search of alternative platforms. Popular choices include Threads and Bluesky, two social media networks that have seen a surge of activity from Brazilian users eager to fill the void left by X.

On the day X was shut down, Shauna Wright took to Threads to connect with the Brazilian audience. “Hello literally everyone in Brazil,” she wrote, drawing a playful reference to a previous incident where users flocked to Twitter during a major outage of Meta’s platforms in 2021.

This move resonates with a demographic that primarily engaged on platforms like TikTok, Instagram, and Facebook. While X did not boast the largest user base in Brazil, it played a significant role in shaping discussions around important issues, serving as a vital platform for journalists, political figures, and influencers.

Wright’s post quickly gained traction, even reaching those unfamiliar with her original reference. “I was glad it made people feel welcome,” she stated, highlighting the comradery among users during this transition to new platforms.

Meta’s Threads launched last year, quickly gaining traction amid growing dissatisfaction with Musk’s management of Twitter, now rebranded as X. By facilitating an easy sign-up process for Instagram users, Threads rapidly climbed to a reported 175 million monthly users worldwide as of July, though specific figures for Brazil remain undisclosed.

Meanwhile, Bluesky, a project initiated by former Twitter CEO Jack Dorsey, mirrors the familiar feel of X and has attracted considerable attention. The platform announced it has gained 2.6 million new users since the ban, with around 85% of them hailing from Brazil, pushing its total user count to over 8 million.

Brazil’s President Luiz Inácio Lula da Silva actively engaged with the new platforms, posting on both Bluesky and Threads to gauge public sentiment. Responses, like one from Tatiane Queiroz, who identified herself as a “Twitter refugee,” suggest a positive reception. “Our mental health is already showing signs of improvement,” she replied.

In a bid to ease the transition for new users, Bluesky has been reaching out to Brazilians by posting in Portuguese and helping them rediscover their social circles. Recent developments include a feature on Globo’s evening news, which touted its new Bluesky account, highlighting its rising cultural relevance.

To assist those navigating the platform, human rights lawyer Jefferson Nascimento has crafted various starter packs that guide new users in following relevant accounts and staying connected. He emphasizes creating a more inviting environment so that when or if X returns, the migration will be smoother without overwhelming demand.

This shift has led many to reminisce about the early days of Twitter, citing Bluesky’s less chaotic atmosphere and greater community interactions. Users like Egerton Neto, who joined Bluesky immediately after the X ban, remarked on the platform’s less addictive nature and ongoing developer engagement, showcasing a refreshing change from the previous environment.

Moving to a new social media platform feels familiar to many in Brazil. Millennials in particular remember the transition from Orkut, Google’s now-defunct social network, to Facebook after Orkut’s closure in 2014.

Bluesky’s CEO Jay Graber highlighted the company’s mission to enable users to maintain their social connections across platforms, akin to switching phone carriers without losing contacts. Current social media landscapes create silos, where users and developers feel trapped due to lack of interoperability, which Bluesky aims to change.

The latest statistics estimate that X had around 22 million users in Brazil, which is relatively small compared to the larger figures on Instagram and TikTok. However, its impact on discourse among journalists and public figures gave it an influential platform despite fewer users engaging daily.

As users embrace their new digital spaces, sentiment remains mixed. While some express nostalgia for what X represented, others appreciate the fresh start on platforms like Bluesky, nurturing a revitalized community. Commentary on social media about the loss of Brazilian users from X reflected a sense of humor, paired with acknowledgment of how vibrant the discussions on such platforms had been.

As the dust settles, it is clear that the digital landscape in Brazil is evolving, with users searching for platforms that not only allow communication but also empower their social interactions with integrity and ease.

Source: AP