In February 2023, a small team of tech enthusiasts quietly launched Bluesky, a new social networking platform, in an invitation-only beta. The low-profile debut was intentional, designed to ensure a controlled growth trajectory for the fledgling platform. However, recent weeks have upended this strategy as Bluesky experiences an explosion in popularity, thrusting it into the spotlight.
A Meteoric Rise
Bluesky has seen its user base more than double to over 15 million in just a week, with a staggering growth rate of over one million new users per day. This surge has propelled the app to the top of Apple and Google’s app store charts as the most downloaded free app. Its rapid rise has brought significant challenges, forcing the 20-person Bluesky team to grapple with site outages, code glitches, and content moderation dilemmas.
“We as a team take pride in our ability to scale quickly,” said Jay Graber, Bluesky’s 33-year-old chief executive. “But there’s always some growing pains.” Despite the hurdles, Graber remains optimistic, noting the team’s commitment to maintaining the app’s quality while welcoming new users.
The Context of Bluesky’s Success
Bluesky’s ascent comes amidst a turbulent time for social media platforms. Since Elon Musk acquired Twitter (now X) in 2022, he has introduced significant changes, including a rebrand, algorithmic alterations, and controversial policies such as paid verification for “blue check” accounts. These moves have alienated a section of X’s loyal user base.
Meta’s Threads, launched as a rival to X, offers a less politicised feed by relying on algorithmic curation. However, its opaque system has not resonated with all users, pushing many to seek alternatives like Bluesky for open discussions on social and political issues.
What Sets Bluesky Apart
Bluesky aims to differentiate itself by championing decentralisation. Inspired by an idea from Jack Dorsey, co-founder of Twitter, the platform operates on an “open protocol.” This approach ensures no single entity has overarching control over the network, fostering greater transparency and user autonomy.
The development of the “AT protocol,” spearheaded by Graber’s team, allows developers to build independent social networks while enabling users to carry their digital identities and information across platforms. This flexibility gives users the freedom to customise their algorithms, tailoring their social media experience.
In contrast, platforms like Facebook and TikTok operate as “walled gardens,” locking users into proprietary ecosystems and restricting data portability. While Meta has introduced limited cross-platform syndication for Threads, Bluesky’s open protocol offers a more comprehensive alternative.
A Reaction to X’s Controversies
Bluesky’s growth has also been catalysed by dissatisfaction with X’s trajectory under Musk. The removal of strict content moderation policies and promotion of paid accounts have made X less appealing to some users seeking a more civil online environment.
More Read
Notably, Bluesky gained significant traction in September after X was banned in Brazil due to Musk’s refusal to comply with a court order to suspend certain accounts. This incident drove over three million new users to Bluesky, underscoring its appeal as a sanctuary for those disillusioned with X.
An Inflection Point
The past fortnight marks a turning point for Bluesky. Since Donald J. Trump’s presidential election victory, Musk’s perceived alignment with Trump has caused further discontent among X users. The day following the election, over 116,000 US-based X accounts were deactivated, with many users migrating to Bluesky.
Looking Ahead
As Bluesky continues its meteoric rise, the platform faces critical challenges and opportunities. Maintaining its commitment to decentralisation while scaling its infrastructure will be pivotal in preserving its distinct identity.
The platform’s explosive growth signals a shift in the social media landscape, with users increasingly prioritising control, transparency, and meaningful engagement. For Bluesky, the journey has just begun, but its promising trajectory suggests it may become a cornerstone of the next generation of social networking.
