I was Twitter's head of content strategy. Bluesky has the edge over Threads to be the new Twitter as people leave X.

Gordon MacMillan

This as-told-to essay is based on a conversation with Gordon MacMillan, who was previously the head of content strategy at Twitter. He spent more than 10 years at the company and left in March 2023, four months before it rebranded to X. Business Insider has verified his identity and previous employment. The following has been edited for length and clarity.