Professional trust in X (formerly Twitter) is declining among marketers, journalists, and scientists as advertisers cut spend and experts seek out other platforms for discussion. A Kantar survey shows a significant decrease in ad spend on X for 2025, with only 4% of marketers considering the platform brand-safe. In response to brand-safety and content concerns, more than a quarter of advertisers plan to cut spending on X.

Bluesky is emerging as the favored platform for specialists to compare notes and engage in research-driven discussions. Reports indicate that scholarly posts on Bluesky receive more engagement and originality than equivalent content on X, leading to a measurable migration of academics and researchers from X to Bluesky. As professionals seek out platforms with clearer rules, better moderation, and a lower brand-risk surface area, Bluesky is becoming the go-to venue for in-depth and constructive conversations in various fields such as science, journalism, and research.