While X has become a political lightning rod, Bluesky has emerged as a popular alternative, with Threads also in the race. Which microblogging platform is the right one for you? Here is some interesting data we’ve been chewing on.

Engagement potential by platform:

Looking at the median engagement tells us how a typical post performs, but it doesn’t capture what happens when posts take off.

• The median engagement on all three platforms is exactly the same — 4 interactions per post.

• The average engagement varies significantly

  • X: 328 average engagements

  • Threads: 58 average engagements

  • Bluesky: 21 average engagements

• The large gap between median and average engagement means some posts go viral, pulling the averages up.

Key Benefits of each platform:

X: The high-risk, high-reward platform

While most posts receive 4 engagements or fewer, when a post takes off, it can go viral in the extreme. It’s like playing the lottery, most tickets don’t win, but when they do, the payoff can be enormous. Try these tips:

• Post consistently to increase your chances of hitting the viral jackpot

• Experiment with highly sharable content formats: Memes, hot takes, and news-driven posts thrive on X’s fast-moving algorithm.

• Prepare for inconsistent results - that’s just how the platform works.

Threads: The middle ground of predictable growth

Unlike X, where virality is unpredictable, Threads rewards creators who post regularly with steadier audience growth. Try these tips:

• Focus on conversation-starters that encourage replies

• Build community through regular engagement - Threads support more long-term engaged followers

• Expect more predictable growth over time

Bluesky: The niche community builder

Bluesky won’t likely deliver explosive growth, but it offers something valuable: consistency and a space for meaningful interaction. Try these tips:

• Create content for specific, targeted audiences

• Use it for deeper, more thoughtful conversations

• Don’t expect explosive growth. Engagement is more predictable than on X but less explosive.

The Reinvention of “Employee Advocacy”

The concept of employee advocacy was good; increase brand visibility, build trust with potential customers, and attract talent; but that promise was never fully realized… until now.

Employee advocacy has long promised to increase trust and attract top talent by having employees share their company’s message. Inspired by Charlene Li’s Groundswell, the core belief is simple: people trust people more than brands. 

However, traditional efforts often fall short. While the goal is to boost brand awareness through employee-driven promotion, key issues arise:

• Employees feel disengaged

• Marketing campaigns lack authenticity

• Company leadership involvement is lackluster at best; leaving employees without guidance or inspiration

The solution is a new model, blending leadership-driven engagement with authentic employee participation: the Skyfall & Groundswell model. Executives lead by example, setting the tone for engagement, and employees follow suit. This approach works even better when it’s fun—when employees feel part of a ‘tribe,’ connecting, collaborating, and competing for engagement.

A case study from a top global hospitality firm’s employee advocacy program highlights this shift. Qnary’s audit revealed that employees were disengaged because they didn’t see personal value in participating. They also were unmotivated with a lack of leadership involvement.

By fostering employee-driven engagement with leadership support, companies can revitalize their advocacy efforts—strengthening the connection between leaders, employees, and company values. This not only brings teams closer together but also helps businesses grow by increasing brand awareness, building consumer trust, and attracting top talent.

Reinventing employee advocacy is about empowering both leadership and employees to engage authentically.

By bridging the gap between leadership and teams, businesses can drive impactful advocacy that benefits everyone—creating a triple win for employees, executives, and the business as a whole.

#Overheard at Qnary

From a Qnary customer (finance firm executive) to their Customer Success Manager:

“Someone I know came up to me recently and was like, “Do you write your own LinkedIn posts? These are amazing.” And I said, I have a great team and the guy said to me, “It would take me hours to write something that good.”

Want to be a thought leader online, but don’t have the time?

Shoot us a note at [email protected]. We’d love to give you a free consultation about your online presence and ways to make the most of it.