Since its launch in 2021, Bluesky has grown in the Netherlands to about 350,000 accounts, compared to 50 million worldwide. Although the platform offers some advantages over X, the number of users remains very modest, says Lola Herb, social media policy advisor. ‘Unlike X, Bluesky has no ads or opaque algorithms. Instead of technology deciding what you see, on Bluesky you choose your own algorithm, the so-called ‘feed generator’. You therefore determine much more yourself which content you see.’
More Interaction
A major difference with X is also the way of communicating, the tone in which it happens. Generally, the feeds are more professional, more open, and perhaps even friendlier, says Herb. ‘If you see how people respond to messages in terms of content, reach seems less important than interaction.’
Leaving X?
In January 2025, X had 2.8 million users in the Netherlands, compared to 2.3 million in July, and that decline continues. According to Herb, this is partly due to dissatisfaction with owner Musk’s policies and partly due to how X is used. Disinformation and negative comments dominate. That is why more and more organizations are leaving the platform, such as recently NOS and earlier this year NS, which stated that the tone on X has hardened.
Staying in Contact
The police are not yet joining this X-exodus, Herb says. ‘The police have over 415 accounts on X, reaching millions of Dutch citizens directly. Especially the neighborhood teams and officers play a major role by sharing information and news locally and receiving tips. Furthermore, the channel is important in national crisis communication.’
Pilot
X is being closely monitored, Herb states. ‘We continuously assess whether the platform fits how we want to stay in contact with the Netherlands and vice versa, how the Netherlands wants to communicate with us. At the same time, we look at Bluesky, for which a pilot is running with two police accounts. With this platform, we mainly target the media, while with X we want to reach all of the Netherlands.’
The national account currently attracts few followers, Herb notes. ‘It is therefore too early for us to see Bluesky as a fixed communication channel. Meanwhile, local pilots with WhatsApp channels are also running. There we see significant growth…’