Like the decline of (formerly Twitter) persists, driven by controversies over its leadership and policy decisions under Elon Musk’s ownership, the 2024 US elections has further intensified these challenges, accelerating the exodus of professionals and advertisers from what was once the primary platform for public discourse on social media.

Under Musk’s leadership, faced a loss of confidence and a decrease in user activity. Policy changes, such as allowing users to view posts from blocked accounts, as well as broader reductions in content moderation, have sparked widespread backlash. By mid-2024, some reports indicated that use in the United States had decreased considerablywhile advertisers are increasingly distancing themselves from the platform due to concerns over misinformation and governance issues.

Amid this turbulence, Bluesky emerged as a potential alternative, with a distinct technical foundation and governance model. The platform’s origins date back to 2019 as an experimental project within Twitter, intended to explore decentralized social media protocols. After becoming an independent entity in 2022, Bluesky launched an invite-only beta in early 2023, focused on controlled growth. By the end of 2024, its user base had grown significantly, reaching nearly 15 million users worldwide, although exact growth rates vary by source.

How it works

Bluesky’s architecture is built on the AT protocol, a decentralized framework designed to address the persistent challenges of social media. Users can share text messages (up to 300 characters) and images in an interface familiar to veteran Twitter users. Its notable feature is an “algorithm marketplace” allowing users to select or create their own algorithmic feeds, providing greater control over content discovery and curation compared to traditional sorting imposed by the platform.

The platform also uses a domain-based domain management system for identity verification. This system allows users to self-verify their accounts by proving domain ownership via DNS text records or HTTPS pages. While it offers live verification capabilities, it currently lacks mechanisms to handle domain status changes, leaving some gaps in account authenticity in the long term.

Bluesky has also taken steps to improve the health of the platform. In March 2024, the company made its moderation tool open source “Ozone” enabling independent moderation systems within its decentralized network. In August 2024, it introduced “anti-toxicity” features, such as tear-out quote posts and hidden replies, aimed at improving user experience and reducing harassment. Additionally, a community notes-style feature is reportedly in development, expanding user participation in content moderation.

Positioning and attractiveness

Unlike Threads, which is tightly integrated into Meta’s ecosystem (with over 275 million monthly active users), or TikTok, which focuses on entertainment-focused content, Bluesky positions itself as a decentralized platform meeting the diverse interests of users. Features like “starter packs” help users quickly connect with communities of interest, while personalized feeds offer advanced content curation, supported by third-party tools like Skyfeed.

In Asia-Pacific, where social media adoption is high and platforms play a vital role in business communication, Bluesky’s decentralized structure offers potential appeal. Countries like India, Indonesia, and the Philippines, facing growing concerns over data privacy and government surveillance, could benefit from their transparent governance model and user-controlled moderation systems. However, Bluesky’s limited reach in the region compared to its established competitors and the strength of local platforms present significant challenges. Its ability to navigate regional regulatory landscapes remains untested.

Implications for advertisers

Looking ahead, Bluesky’s development roadmap presents both opportunities and uncertainties for advertisers in the region. Planned improvements to content moderation tools and analytics capabilities could make the platform attractive to brands seeking safer, more transparent advertising environments. These features can allow advertisers to better target niche communities, reducing the risks associated with broader algorithm-driven platforms.

Bluesky’s decentralized model, which prioritizes user control and transparency, offers a unique approach to engagement. Custom feeds, for example, enable refined content targeting that can align with specific brand values, while “starter packs” provide a way to leverage pre-established communities for targeted campaigns.

However, the platform’s relatively small user base, compared to giants like Threads or TikTok, presents challenges. For now, the limited reach could restrict large-scale campaigns, making Bluesky more suitable for niche or experimental strategies rather than mainstream advertising efforts. Additionally, the lack of mature ad placement tools or a proven monetization model introduces uncertainty, as advertisers currently lack clarity on the platform’s ROI potential.

The broader shift in social media preferences toward decentralized, user-controlled platforms highlights Bluesky’s potential to redefine digital engagement. For brands and advertisers, the platform offers a glimpse into the future of targeted, community-centric marketing. However, its ability to scale while maintaining governance and integrity will determine whether it becomes a viable cornerstone of advertising strategies or whether it remains a niche player in the social media ecosystem. For now, Bluesky presents an exciting opportunity for forward-thinking advertisers willing to experiment in an evolving space.