X, the network formerly called Twitter, suits people whose audience is already there, though longer posts, editing and longer videos sit behind X Premium. Bluesky suits people who want a network no single company controls: you can move your account to another server without losing your username, friends or posts, and use your own domain name as your username. Post where your audience is, and claim your name on the other.
Plenty of business owners set up a Bluesky account, post twice, then drift back to X. Before you decide where to spend your time, it helps to know how each one works. I read Bluesky's FAQ and about page and X's help article on X Premium.
Bluesky and X compared
| Bluesky | X (Twitter) | |
|---|---|---|
| Who runs it | Designed not to be controlled by a single company | X |
| Built on | The AT Protocol, an open source framework | Not covered on the pages I read |
| Moving your account | Change servers without losing username, friends or posts | Not covered on the pages I read |
| Username | Your own domain name can be your username | Not covered on the help page I read |
| Post length | Not stated on the pages I read | 280 characters; up to 25,000 with Premium |
| Editing posts | Not stated on the pages I read | Premium: a 1-hour window |
| Fewer ads | Not covered on the pages I read | Premium: about 50% fewer; Premium+: none in most places |
| Moderation | Block lists, mute lists and moderation services | Not covered on the pages I read |
Bluesky: a network you can take with you
Bluesky's FAQ says it's a social app designed not to be controlled by a single company. It runs on the AT Protocol, an open source framework that gives everyone a standard identity, follow list and data format, so apps can work together and people can move between them.
In practice, you can change your server after signing up without losing your username, friends or posts, and you can use your own domain name as your username. Bluesky contrasts this with older platforms, where leaving means starting again from scratch. Moderation is layered too, with block lists, mute lists and moderation services you choose, rather than one set of rules for everyone.
X: the standard account and Premium tiers
X's help centre describes X Premium as an opt-in plan with three tiers: Basic, Premium and Premium+. Basic covers editing posts within a 1-hour window, longer posts, longer video uploads, bookmark folders and reply prioritisation.
Premium adds a checkmark after a review, reduced ads, Media Studio and more Grok usage. Premium+ adds SuperGrok, Grok Bot, no ads in most places, Radar Search and Articles. Without Premium, posts stay at 280 characters; with it, you can write up to 25,000 and upload videos of about 3 hours.
Why your domain name matters on Bluesky
Here's the detail I'd act on today. On Bluesky your username can be your own website domain, which is a simple way to show people the account really belongs to your business. And because accounts are portable, the followers you build aren't locked to one server's rules.
X's verification works differently: according to its help centre, the checkmark comes with the Premium and Premium+ tiers, after a review of your account.
Who should post where
X suits brands, journalists and creators whose followers and customers already read it daily. Bluesky suits people who want a calmer feed, control over moderation and an account they can move. If you're starting out there, my guide on how to post on Bluesky walks you through it, and these Twitter alternatives cover the wider field.
My advice for business accounts
Don't move your whole effort at once. Keep posting where your customers reply today, and set up Bluesky with your own domain as your username so your name is secured. Share your best posts on both for a few weeks, reply to people who reply to you, watch where the replies and clicks come from, and spend more time on the one that answers back.
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For the rest of the series, see the Twitter (X) Help: 21 Guides to Features, Verification, Video Fixes and Tools.
Frequently asked questions
Can I use my own domain on Bluesky?
Yes. Bluesky's FAQ says you can use your own domain name as your username.
Can I move my Bluesky account?
Yes. Bluesky says you can change your server after signing up without losing your username, friends or posts.
How long can X posts be?
X's help centre says the standard limit is 280 characters, and Premium accounts can post up to 25,000.
Can you edit posts on X?
Yes, with X Premium. Every Premium tier includes editing within a 1-hour window.
What is the AT Protocol?
Bluesky describes it as an open source framework for building social apps that can work together, with account portability.
