As dissatisfaction with Elon Musk’s X (formerly Twitter) grows, Bluesky has emerged as a new alternative, attracting millions of users looking for a better social media experience.

Founded in 2019 by former Twitter CEO Jack Dorsey, Bluesky offers a decentralized approach to online interactions, promising greater user control and transparency. With over 16 million users, the platform’s rapid growth highlights changing priorities within the social media ecosystem.

But what is Bluesky and why is it attracting millions of new users?

What is Bluesky?
Bluesky started as an experimental project in 2019, designed to rethink the fundamentals of social media. It remained invitation-only until February 2024, allowing developers to address technical challenges, refine moderation tools, and stabilize its infrastructure.

This exclusivity initially kept its user base small – just 3 million as of February 2024 – but by September it grew exponentially, reaching 13 million users. It’s now the platform that has taken over the App Store charts, with recent reports showing growth of a million new subscribers in a single day.

Dorsey, who initially founded the platform, ultimately resigned from Bluesky’s board of directors in May 2024, deleting his account a few months later. The platform, now led by CEO Jay Graber, is primarily owned as an American public benefit corporation.

To start
The Bluesky registration process is simple: users must provide an email address, password, and date of birth. The platform mimics the familiar features of X, with a vertical timeline for posts, replies, and direct messages.

However, Bluesky’s standout feature is its adoption of the AT protocol, a decentralized framework that redefines how user data is managed. Unlike traditional platforms, where your data is stored and controlled by the company, Bluesky allows you to host your own data or choose a third-party provider.

This approach gives users the ability to leave the platform without losing their digital footprint, providing a stark contrast to the walled garden model seen on platforms like X.

Why are users leaving X for Bluesky?
Elon Musk’s controversial management of X was one of the main reasons users fled the platform. Since its acquisition in October 2022, Musk has laid off nearly 80% of Twitter’s workforce, leading to a decline in the platform’s functionality. Users have since reported an increase in bots and toxic behavior, leading to widespread discontent.

The tipping point, however, came during the 2024 US presidential election, where X was criticized for amplifying extremist content and misinformation. When Donald Trump, a Musk ally, was re-elected, the platform also announced plans to allow blocked users to view public posts, further alienating its audience.

According to analytics company SimilarWeb, 115,000 US users deleted their X accounts immediately afterwards, the highest figure since Musk’s takeover.

Bluesky, on the other hand, has positioned itself as the antidote to these problems, with a focus on transparency, user control, and effective moderation.

What makes Bluesky different?
Bluesky bills itself as “the last social media account you’ll ever need” – a bold claim that relies on its commitment to decentralization and user empowerment.

The platform promises to minimize the influence of black box algorithms that dictate what users see on their feeds. Instead, it allows users to personalize their experience with features like personalized feeds and moderation tools, offering thousands of feeds on a wide range of topics to choose from.

Unlike X, which has been criticized for poor moderation, Bluesky integrates security features into its design. With a focus on “anti-toxicity” measures, the platform offers tools such as hiding replies, prioritizing notification filters, applying blocks to lists, and detaching quote posts from the post original, all aimed at reducing online harassment.

The challenges ahead
Despite its rapid growth and innovative features, Bluesky faces significant challenges. The platform experienced outages earlier this month, due to an influx of new users, highlighting the strain on its infrastructure.

Although Bluesky offers private direct messaging (DM), these messages are not encrypted, meaning they could potentially be viewed by moderators or staff for security investigations. Critics say this undermines the platform’s commitment to user privacy.

Finding the right balance between freedom of expression and effective moderation will be a major challenge for the future of the platform. While the platform’s anti-toxicity measures are a step in the right direction, questions remain about how they will scale with a broader user base.

It’s also important to note that Bluesky enters a fragmented social media landscape. X remains the leading force with over 317 million users, while platforms like Threads, TikTok and Mastodon cater to specific demographics. To carve out a sustainable niche, Bluesky must offer nuanced features that differentiate it from its competitors.

So, what’s next for Bluesky?
Right now, Bluesky seems to have become a safe space for those frustrated and disappointed with X, including users looking for meaningful interaction. The platform’s emphasis on moderation and user control has also attracted celebrities and influencers looking for a less “toxic” environment.

However, Bluesky’s rise signals a broader shift in users’ expectations of social media. As platforms like X struggle with declining trust, Bluesky’s focus on transparency and security will continue to resonate with a growing audience.

Article from Khaleej Times