Since Elon Musk’s acquisition of Twitter, now rebranded as X, in 2022, users have been on the lookout for alternative social media platforms. The controversial policy changes implemented by Musk have driven many to seek new digital spaces. Among the emerging competitors, Bluesky has gained significant traction, offering a decentralized approach to social networking. Bluesky’s decentralized nature, rapid user growth, and innovative features position it as a formidable challenger to Musk’s X platform, highlighting a significant shift in the social media landscape.
The Rise of Bluesky
Bluesky, conceptualized by former Twitter CEO Jack Dorsey, has quickly become a notable alternative to X. The platform’s user base has grown rapidly, reaching over 20 million users by November 2024. This surge in popularity can be attributed to the dissatisfaction with X’s policy changes, such as the modification of the block feature and the use of user content for AI training. Bluesky’s rising prominence points to a wider trend of users seeking platforms that prioritize transparency, user control, and community-specific moderation.
Bluesky’s design and functionality bear a resemblance to Twitter, making it familiar to users transitioning from X. The platform utilizes an open-source framework called the AT Protocol, which ensures transparency and community-specific moderation. Despite its impressive growth, Bluesky’s user base still lags behind Meta’s Threads, which boasts 275 million monthly active users. The contrast in user numbers underscores the competitive dynamics in the social media ecosystem, where user satisfaction with platform policies heavily influences migration patterns.
User Experience and Features
Upon signing up for Bluesky, users create a handle represented as @username.bsky.social, along with a prominent display name. One unique feature of Bluesky is the ability for users to turn a personal domain into their username. The app allows for posting with a 256-character limit, including photos, replies, retweets, and likes, similar to X. Users can follow and search for others, with updates displayed in the “Home” timeline. This familiar interface eases the transition for users vacating X due to discontent with its new policies.
Bluesky’s interface includes the “Discover” tab, which offers personalized content suggestions, replacing the previous “What’s Hot” feed. The “Starter Pack” feature curates a list of people and custom feeds to follow, enhancing the user experience. User profiles on Bluesky include standard elements like profile pictures, bios, and activity metrics. The seamless integration of these features speaks to Bluesky’s commitment to providing a user-friendly and customizable social media experience that rivals X.
A standout feature of Bluesky is the customization options through “custom feeds.” Users can subscribe to multiple algorithms showcasing diverse posts and pin these feeds, displaying them as tabs at the top of the timeline for quick access. This customization contrasts sharply with X’s more rigid structure, positioning Bluesky as a platform that prioritizes user control and content diversity. These features collectively highlight Bluesky’s strategy of balancing familiarity with innovative enhancements to attract former X users and new social media enthusiasts alike.
Notable User Demographics
Bluesky has attracted a diverse user base, including prominent figures such as Rep. Alexandria Ocasio-Cortez, Mark Cuban, Dril, Weird Al Yankovic, and Brazilian President Luiz Inácio Lula da Silva. News organizations like Bloomberg, The Washington Post, and TechCrunch have also joined the platform. In August 2024, Bluesky began allowing heads of state to sign up and participate, further expanding its reach. The presence of such influential users not only enhances Bluesky’s visibility but also lends it credibility as a serious contender in the social media sphere.
The addition of prominent figures and major news organizations highlights the elite adoption and trust in Bluesky, reinforcing its burgeoning reputation. This diverse and influential user base acts as a powerful draw for others, promoting viral growth and heightened engagement on the platform. The strategic inclusion of heads of state aligns with Bluesky’s goals to foster a globally interconnected and moderated social network, ensuring robust debate and communication at the highest levels.
Comparison with X
While Bluesky and X share many functionalities, Bluesky distinguishes itself with specific features. Initially, Bluesky lacked direct messaging (DM) capabilities, but it now supports one-to-one messages, though not group messages. Bluesky has also shown interest in implementing a feature similar to X’s Community Notes. This interest demonstrates Bluesky’s ongoing efforts to enhance user interaction and information accuracy, further bolstering its appeal against X.
A significant policy divergence occurred in October 2024 when Elon Musk changed X’s block feature, allowing blocked users to view but not interact with posts. This move raised safety concerns and led to an influx of Bluesky sign-ups due to its traditional block feature. Additionally, Bluesky does not use user content for AI training, contrasting with X’s new terms of service. The retention of traditional safety measures and the prevention of content exploitation reflect Bluesky’s prioritization of user privacy and security, resonating strongly with disenfranchised X users.
Independence and Monetization
Bluesky was initiated by Jack Dorsey in 2019 while he was still Twitter CEO, but it became an independent public-benefit corporation in 2021, led by CEO Jay Graber. Dorsey no longer sits on the board, and Bluesky seeks to sustain itself through alternative means rather than advertising. This separation emphasizes Bluesky’s commitment to independent governance and user-focused development, setting it apart from more commercially driven social media giants.
Bluesky aims to remain free for users while exploring paid services. In July 2023, it announced additional seed round funding and a paid service for custom domain handles. In November 2024, Bluesky raised a $15 million Series A round and is developing a subscription service for premium features like higher-quality video uploads and profile customizations. Unlike X’s “pay to win” premium model, Bluesky intends its subscription service to offer useful enhancements without prioritizing monetization. This approach underscores Bluesky’s resolve to focus on user experience and platform integrity over revenue optimization, providing a refreshing alternative in the social media market.
Decentralization and Security
Bluesky champions decentralization through the AT Protocol, allowing transparency and community-driven development. Currently, users can only join the bsky.social network, but Bluesky plans to be federated, enabling the creation of independently operated communities within the open-source network. This allows users to switch apps built on the AT Protocol, carrying over followers, handles, and data seamlessly. The decentralized nature of Bluesky signifies a paradigm shift in how social media can be managed, promoting user autonomy and cross-platform fluidity.
Bluesky takes security seriously, introducing email verification in October 2023 to enhance account security and authentication. Following user backlash in December 2023, Bluesky allowed opting out of changes that would expose posts to the public web. These measures highlight Bluesky’s proactive stance in addressing user concerns and enhancing platform security, fostering trust among its growing user base. The commitment to decentralized governance and heightened security positions Bluesky as a forward-thinking social media platform.
Controversies and Moderation
Bluesky has faced moderation challenges, accused of insufficiently protecting marginalized users and moderating racist content. A posting strike ensued when users protested the platform’s lax stance on racial slurs in account handles. To address these concerns, Bluesky has rolled out advanced automated tooling to flag content violating Community Guidelines, reviewed by the moderation team. Bluesky’s responsive actions highlight its dedication to creating a safer and more inclusive environment, although it continues to face scrutiny over its moderation practices.
In December 2023, Bluesky introduced user lists and moderation lists, enabling users to mute or block multiple users simultaneously. The platform also plans to develop features limiting who can reply to posts. Following the launch of a public web interface, users have advocated for a private account setting to enhance privacy. In March 2024, Bluesky launched Ozone, a tool empowering users to create and run their own independent moderation services, giving unprecedented control over their social media experience. The introduction of these advanced moderation tools underscores Bluesky’s commitment to empowering users and enhancing the overall safety and inclusivity of the platform.
Conclusion
Since Elon Musk acquired Twitter, now rebranded as X, in 2022, users have been actively searching for alternative social media platforms. Musk’s controversial policy changes have spurred many to explore new digital spaces. One of the most notable emerging competitors is Bluesky, which is making waves with its decentralized approach to social networking.
Bluesky’s decentralized nature means that it isn’t controlled by a single entity, offering users more freedom and security. This is a significant draw for those disillusioned with Musk’s direction for X. The platform’s rapid user growth and innovative features, such as enhanced privacy controls and the ability to create custom algorithms, have also contributed to its rising popularity.
Bluesky’s development was initially spurred by Twitter itself, but it has since evolved into a standalone competitor. Its unique approach focuses on empowering users rather than advertisers, which marks a stark contrast to many current social media giants that prioritize ad revenue.
The shift towards Bluesky highlights a broader trend in the social media landscape: a growing demand for platforms that prioritize user autonomy and decentralized models. This new breed of social networking sites is redefining how people connect online, and Bluesky is at the forefront of this movement. By capitalizing on the dissatisfaction with Musk’s X, Bluesky is positioning itself as a significant player and a viable alternative in the ever-evolving world of social media.
