Chinese state media is reportedly troubled by the latest exodus of X users flocking to Bluesky. State outlets, which put considerable resources into amassing millions of followers on Elon Musk’s social media platform — including by buying ads, deploying bots, and hiring influencers — have recently seen their growth plateau.

The growing popularity of Bluesky, which has a largely liberal base and harder-to-manipulate algorithm, has sparked “worried chatter within Chinese state media circles,” a former Xinhua and China Daily employee wrote in his newsletter. He predicted the accounts will migrate to Bluesky, though it may take time. For now, the sector’s focus has shifted back to domestic, Mandarin-language channels and platforms like Bilibili, WeChat, and Douyin, the Chinese version of TikTok.